STUDY AT DUT

Quick Course Search

Marketing Retail and Public Relations

Marketing Retail and Public Relations Handbook

Marketing

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.

Departments

Marketing
Head of Department:
Dr S Penceliah
Tel: 031 373 5425
Fax: 031 373 5480
Location: ML Sultan Campus, Block B, Room B17-18

Public Relations
Tel: 031 373 5277
Fax: 031 373 5106
Location: ML Sultan Campus

Jobs in sales require a strong people orientation. Those with creative skills may be best suited to jobs in advertising and public relations, whilst those having a flair for figures might prefer jobs in marketing strategy, product management or marketing research. Above all, motivation and enthusiasm are essential.

Entry Requirements (Subject to Change)

Senior Certificate or equivalent qualification, with a minimum of 25 points. If seven matriculation or senior certificate subjects (or equivalent) are taken, English and the best five subjects will be used to determine points.

Higher Grade:
A - 8 points
B - 7 points
C - 6 points
D - 5 points
E - 4 points
F - 3 points

Standard Grade:
A - 6 points
B - 5 points
C - 4 points
D - 3 points
E - 2 points
F - 1 points

Public Relations

Public relations Practitioners are responsible for planning and executing programmes to establish and maintain a favourable image for their employer's organisation among the public or group with which it comes into contact.This communication can be face to face with the individual or through the mass media of radio, TV or the press. It may be spoken, written in brochures, pamphlets, feature articles in the company magazine and annual reports or audio-visually, through video, films and slide shows.

Public relations applies to a variety of activities from state organisation such as the railways, police, post office and defence force, to businesses and voluntary organisations.

Personal attributes

A Public Relations Practitioner (PRP) must have a general interest in the world around him/her, be able to remain cool under pressure and have strong writing and organisational skills, a sympathetic personality, tact and patience, as well as stamina, originality and discipline are essential for a career in Public Relations, as is a strong analytical ability.

Mission statement

The Department operates in accordance with the mission of the Durban University of Technology and within the paradigm of the philosophy of Higher Education. Though the curricula it provides tertiary, career-specific education and learning designed to:

  • Encourage creativity and academic levels to the highest possible standards and continue to upgrade the quality of its education.
  • Produce graduates who are able to function at an advanced level of career performance.
  • Promote advanced technological expertise through research and development.
  • Encourage an interdisciplinary education to satisfy the needs of commerce, industry and the community.

The Department of Public Relations will strive, with a dedicated staff, to ensure best practice and become a centre of excellence in terms of teaching and learning within its discipline.