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6ps of Marketing

"The African market is quite attractive for the company and for most multinationals if they look at it with the right lens. Most people only see the negatives of Africa. You have to get beyond the perception to see the opportunities"

Despite the though global market conditions,  one continues to see companies scrambling into Africa. The African continent, in the last decade has become the new investment frontier for South African  companies as well as Chinese, American and European companies.

Adapting marketing strategies to the local context still remain a challenge for most companies. By overlooking the peculiarities of the African context, companies run the risk of developing and implementing  ineffective marketing strategies.

The primary objective of this course is to assist in understanding and adapting your marketing strategy to the African context . In addition, this course will help you in developing an effective Africa marketing strategy for your client/ organiszation, its products and services.

At the end of this course, you will be able to:

  • Define marketing and outline the steps in the marketing process
  • Perform an assessment of Africa : market, macro and micro-environments.
  • Perform a SWOT analysis
  • Understand  each elements of the 6Ps and apply them to an African context
  • Describe segmentation, position and targeting
  • Explain the role of stakeholders  play in helping you build and strengthen your brand in Africa
  • Grasp the concept of relationship marketing in Africa
  • Develop an effective marketing strategy for your Africa operations, products or services to be launched in Africa
  • The course format will comprise:
  • Individual reading and preparation
  • Formal interactive lectures including class discussions
  • Guest lecturers who are industry specialists.
ProgrammeDateDeadline For Registration
6 Ps0116 April 20152 April 2015Register Now
6 Ps0217 April 20153 April 2015Register Now

Venue : Sandton, Johannesburg - South Africa


  • Dr. Nathalie Chinje is the Founder and Director of Upbeat marketing, a marketing consultancy based in Johannesburg, South Africa which offers such services as consulting, training and business development to companies with a pan-African vision. She has 13 years practical experience in marketing acquired as an independent consultant and corporate employee. She has consulted to companies across these three industries; namely telecommunications, Retail/FMCG and Financial services. These companies have included, amongst other, Telkom mobile, MTN Group, Edcon group, Standard Bank, Metropolitan, SAB Miller and Tiger Brands-just to name a few.  Further, Ms. Chinje currently serves on the Advocacy and Communication Committee of the South African Qualifications Authority (SAQA) Board.


  • Dr. Chinje also serves as the Executive Director for WeConnect International South Africa, a corporate-led non-profit that empowers women business owners to succeed in local and global markets.


  • Dr. Chinje graduated from the University of Stellenbosch business school in South Africa with a Master in Business Administration (MBA) Degree. She is a Chartered Marketer and also holds a Bachelor of Business Administration (BBA) Degree in Marketing and Communications from the Institute of Marketing Management (IMM).


  • Dr. Chinje holds a PhD from Wits Business School in Johannesburg, South Africa. As part of her PhD programme, she spent a year as an International visiting scholar, first at the HEC-Montreal in Canada and then at Stern School of Business at New York University (NYU) in the USA. Further, she is a faculty member at Wits Business School and Duke Corporate Education, South Africa where she teaches marketing and customer centricity.


  • Dr. Chinje is a member of these associations:
  • Academy of Marketing Sciences, USA
  • The Southern Africa Institute of Management Scientists (SAIMS)
  • Marketing Association of South Africa (MASA)