From algorithms to authenticity: How Gen Z is reshaping the future of brand marketing
Gen Z, the digital-native generation born between the mid-1990s and early 2010s, is rapidly becoming one of the most influential consumer groups worldwide.
Tips for Building a Career in Marketing
Marketing is a wide field with a range of diverse opportunities which appeal to everyone interested in marketing. Marketing does not only pay the bills but also allows you to explore and use your creative side. If you are book smart and creative, marketing may be the perfect field for you. With the right education, passion, and consistency, you will be set to build a strong career in marketing. Here are some tips to build a career in marketing.
Be qualified for the job you want
Getting a job in marketing is relatively simple if you have the right qualifications. Job hunting becomes even easier if you have a qualification from a well-established school like the IMM Graduate School. The IMM Graduate School offers a range of diplomas, degrees, and online short courses in the marketing field to equip and further the knowledge of marketing professionals. If you are starting out and would like a marketing qualification, the IMM Graduate School offers a Higher Certificate in Marketing and a Bachelor of Commerce (BCom) in Marketing and Management Science. These qualifications will be a good catalyst to set off your marketing career. Follow this link to view all their marketing qualifications: https://imm.ac.za/academic-qualifications/marketing-qualifications
If you are a marketing professional and would like to gain more knowledge for your desired promotion or better job, the Institute of Marketing Management (IMM) South Africa offers online short courses for this purpose. Consider studying the ‘Digital Approach to Marketing Strategy’, ‘Fundamentals of Marketing’, and ‘Applying Digital Marketing Tactics’ online short courses. Follow this link to view all their online marketing short courses: https://shortcourses.imm.ac.za/online_courses/marketing-advertising-short-courses
Be adept in numbers
Besides being qualified for a marketing job, you may need other skills if you would like to climb the corporate ladder. Marketing is a field that focuses on its professionals using their creative skills, but those who have higher positions in companies may need to use less creativity and be experienced in finance and accounting. Online short courses in marketing basics, like the ones offered by the IMM, will equip you with the necessary marketing measurement skills.
Use all your opportunities to gain experience
Although you need to be book smart and creative to be successful in the marketing industry, you also need the experience to understand the industry. A large part of the marketing industry is keeping the customer happy and knowing how to engage with the target market. You will gain this experience as you work in the industry, but you should also consider shadowing a senior professional or finding a mentor. They will be able to give the tips and tricks they have used to climb the corporate ladder.
Determination
No matter the field or industry you’re in, you need the determination to persevere through the many challenges you will face. True success has never been handed to anyone on a silver platter and requires mistakes, failures, and growth. Always remember: failure is an opportunity to learn and grow.
Have a critical mind-set
Asking questions is one of the best ways to succeed in the marketing industry. You should constantly ask questions and try to figure out things like “why is there more engagement this month”, for example, to utilise the successes and work forwards from that. The same applies to negative situations. If there is a drop in engagement or if a marketing plan has not been successful you need to figure out what went wrong and how to avoid that in the future.
The bottom line
The marketing industry may seem daunting, but it is easy to conquer if you have the right mindset, passion, and qualifications. As long as you are eager to learn and have the needed consistency, building a career in marketing is a goal easy to achieve.
The green supply chain revolution: Turning ESG compliance into a competitive advantage
Environmental, social, and governance (ESG) compliance has shed its regulatory checkbox mantle and risen to become a modern-day business strategy.
Bootstrapping in tough times: Smart funding tactics for African startups in 2025
Starting a business is never easy plus uncertainties do not make the situation any easier on the continent.
Quiet leadership: Why soft power is the key to strong teams in hybrid work environments
Leadership styles are changing as corner offices with great city views have ceased to exist, and watercooler chats have been replaced by Slack threads.
The Rise of the Side Hustle Generation: Redefining Work and Marketing
Welcome to the era of the Side Hustle Generation where 9-to-5 is optional and multi-hyphenate careers are the norm. From freelance gigs to fashion reels, South Africans are leading a work revolution fuelled by creativity, autonomy, and AI-driven tools. In this blog, we unpack why this shift matters, not just to the workforce, but to marketers aiming to connect with a generation that craves meaning, flexibility, and purpose-driven brands.
Why AI won’t kill the CEO role — but it will rewrite it
The CEO isn’t dead, but AI is coming for the corner office. As algorithms evolve from tools to decision-makers, we ask: can intelligent systems lead companies better than humans? This thought-provoking read explores the emerging partnership between CEO and AI, and why the future of leadership might be more human than ever.
