Durban University of Technology Marketing & Retail Department
MARKETING AND RETAIL DEPARTMENT
Marketing and Retail Handbook
Many confuse the term marketing with selling and advertising. Whilst both of these aspects are included in the marketing function, they account for only a part of the total marketing effort. Marketing is the business discipline responsible for:
- Identifying the people who make up a market.
- Analysing and identifying the wants and needs of these people.
- Planning the development of appropriate products or services that will satisfy these wants and needs.
- Determining the most effective way to price, promote and distribute the product or service developed.
Marketing personnel are responsible for :
- Planning the marketing programme.
- Implementing the programme.
- Evaluating the performance of the programme.
In order to do this efficiently, marketers need to develop an expertise in many areas including market research, sales analysis and forecasting, advertising, sales promotion, public relations, product and packaging development, pricing, distribution and the generation of profit.
Personal Qualities Required
Attributes essential for success in the field of marketing include a genuine interest and understanding of people, an ability to communicate effectively, an aptitude for figures as well as a strong motivation to succeed. The wide spectrum of potential career choices afforded by training in marketing, call for different levels of expertise and skill.
Entrance Requirements
National Diploma Marketing
Bachelor of Technology Marketing
Entrance requirement for BTech: Marketing is the ND: Marketing or equivalent. Applicants will be admitted by selection. Preference will be given to applicants with an average score of 60% or higher in the third year subjects of N.D:Marketing. Students will be selected by interview.
Master of Technology Marketing
Entrance requirement for MTech: Marketing is the BTech: Marketing or equivalent. Preference will be given to applicants with an average score of 60% or higher in the BTech: Marketing.
Doctor of Technology Marketing
Entrance requirement for DTech: Marketing is the MTech: Marketing or equivalent.
National Diploma Retail Business Management
Bachelor of Technology Retail Business Management
Entrance requirement for BTech: Retail Business Management is the ND: Retail Business Management or equivalent.