More than half of the people living in South Africa today are under the age of 25, according to Statistics SA. That figure is predicted to rise to 56% by 2020. This has significant implications for the shaping of our society into the future – implications that are not only important for educationists, actuaries and policy makers, but also for our business leaders.

There are generally three groups of traditional marketing people. The first group comprises those who are more creative and who tend to live within the typical advertising agency or creative media space, who might study design, the creative arts or aspects of branding.

As this sector plays such a big role in stimulating growth, graduates can look forward to growth opportunities here   The marketing and media sector inevitably conjures up idealistic images in the mind’s eye of a student. Whether it’s the idea of the hip advertising executive developing a controversial ad campaign, the hardboiled journalist getting the big scoop or the first-time film producer winning an Oscar, it is clearly a romanticised industry.

Margo, ex-Matie student, says… After graduating from the University of Stellenbosch with a Bachelor of Commerce degree in Marketing, Margo van der Merwe enrolled for a BA (Honours) Degree in Brand Leadership at Vega, The Brand Communications School.

A bright future lies ahead for individuals in the marketing sector who are passionate about innovation, creativity and in particular, branding. Michael Farr, communication manager, SAB Ltd As South Africa begins to move from a knowledge economy to an experience economy, so the marketing sector is realising what a crucial role brand strategy is beginning to play, particularly as more and more of the customer base is becoming accustomed to interacting with the product directly – for example, via the Internet – than through staff or direct experience.

After a slump that has lasted almost eight years, local advertising and media spending – not to mention spirits – is on the rise. The bounce is back in the step of South African marketers.

After a slump that has lasted almost eight years, local advertising and media spending – not to mention spirits – is on the rise. The bounce is back in the step of South African marketers.