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Welcome to the marketing section in the school of management studies

The study of marketing is a deeply entrenched aspect of Management Studies with a rich scholarly history. It is probably appropriate to say that marketing means different things to different people. For some marketing is mostly associated with the understanding of markets and how individuals and corporations make purchasing decisions, while for others marketing might be a fundamentally creative endeavour. Irrespective of one’s point of view, it is known that marketing sits at the core of almost any business activity. Marketing is therefore fundamental to our understanding of management and a growing body of knowledge has demonstrated its association with to superior business performance.

Because marketing can be seen as a human technology it is often thought off in an applied context. However, marketing also has deeply scientific and analytical dimensions with theoretical roots in economics, psychology, and sociology. It is therefore probably more accurate to describe marketing is both an art and a science. Read more ...

Latest News

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Anatomy of a transformation
02 December, 2019

Associate Professor Suki Goodman and her team in the marketing section of the School of Management Studies at the University of Cape Town (UCT) have won the 2019 Vice-Chancellor’s Transformation award. It took gritty determination, said Goodman, who is head of the school. She spoke with the newsroom’s Helen Swingler.

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Acclaimed Professor Leyland Pitt on Unstructured Text Analysis
08 October, 2019

On Thursday 5th September 2019, UCT had the honour of holding a research seminar by the esteemed Professor Leyland Pitt, who is the Dennis F. Culver EMBA Alumni Chair of Business (Beedie School of Business, Simon Fraser University, Canada) and Distinguished Fellow in Marketing (Hanken School of Economics, Finland). The prolific marketing professor has over 350 publications in leading peer-reviewed journals.

"80% of all the world’s data are unstructured, including user-generated texts, blogs, photos, videos, social media updates... all highly qualitative formats that do not follow well-defined sets of rules," said Prof Pitt. "Many tools have been developed to enable researchers to make sense of this data. These include dictionary-based software such as LIWC and DICTION, neural network-based graphical interpretation packages such as Leximancer, artificial intelligence suites such as IBM’s Watson, and, bibliographic analysis tools such as VOSViewer." In his research seminar, Prof Pitt introduced these tools and explained how they can be used to analyse unstructured text for research, by referring to recent publications that employ them.

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UCT master’s degrees pull international students
30 January, 2019

They come from far and wide: from Zimbabwe, Haiti, Latvia, Monaco and the Falkland Islands, a diverse enrolment of 605 new international students who will be studying at the University of Cape Town (UCT) this year.

UCT’s 29 000-strong student body has 5 000 international students from 117 countries outside South Africa. With 776 students at UCT, Zimbabwe tops the list for international recruits, followed by the United States (596), Kenya (193), Namibia (193), Nigeria (192) and Zambia (183).

A significant number of the international newbies have applied for master’s degree programmes, a trend that’s evident across all six academic faculties. Registrations show the Faculty of Health Sciences leads with 57 international master’s candidates, followed by the Faculty of Science with 44, and the Faculty of Commerce with 42.

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