Free digital marketing manual available for students


A new locally produced academic textbook is helping South African students experience the intricacies of the local marketing landscape, something expensive foreign textbooks are not normally able to do.

The manual, Marketing to South African consumers has reportedly been downloaded 14,000 times since its launch in February 2021. The book, published by UCT Liberty Institute of Marketing, is part of an initiative to relieve financial pressure on students by reducing the cost of purchasing textbooks .

Aimed at learners in higher education institutions, the book focuses on key marketing concepts, but with a distinctly local focus. The book was born out of a partnership between UCT and Liberty, based on building capacity and knowledge in South African marketing.

“The book is written to be part of marketing programs in South Africa and is written by local academics reflecting their own experiences in the field. Usually, teachers have to adapt foreign textbooks, but this book is aimed directly at the local landscape. , it is freely available to everyone and can be downloaded, which will help thousands of students, most of whom are under immense financial pressure, ”said Graham Easton, division director for Research and Insights at Liberty.

“The idea here is to provide access to the particular nuances of marketing in this country.”

Easton exemplifies the unique South African Kasi culture, in which many consumers straddle the divide between the township and suburban lifestyle.

One of the book’s co-authors, Thabang Ramogase, Liberty’s marketing director, believes that many difficulties surrounding access to education have been exacerbated by the pandemic, especially the costs of learning materials. He says he hopes Marketing to South African consumers will help remedy this situation.

Dr. James Lappeman of UCT Liberty Institute, co-author of the book, said he was excited about the potential impact of the book: “We are proud of the content, but we are also delighted that in these difficult times we can do our part in helping the students. The high adoption over a short period shows the demand for high quality open resources and we hope that more open source resources will become available over time. “

The book is available at or can be downloaded from the UCT Liberty Institute website: .za.

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