Prestige Academy > Our Blog > Blog > Career Guidance > 6 REASONS WHY YOU SHOULD STUDY DIGITAL MARKETING


In our previous blog post, we acknowledge how difficult it is to make a career choice and select the right study course for YOU! In the coming weeks, we will explore Prestige Academy courses to help you make a better-informed decision. The first in our series is one of our most popular courses, BCom (Digital Marketing). But why is this course so popular?

There is no denying the fact that digital marketing is on the rise. For this reason, digital marketing as a field of study has emerged in both academic and professional curriculums.

Here are a few reasons why you should invest in studying digital marketing:

1. Customers are online!

According to Qwerty Digital; South Africa has a total population of 55,21 million people, within that, 28,6 million (52%) people utilise the Internet in some format. It is clear from the figure below that South Africa customers are active internet users, and modern marketers need to know how to communicate with their customer digitally.


Source: Qwerty digital

2. Become an in-demand professional

Since digital marketing is such a new profession, there is a severe lack of digital specialists with the necessary levels of training and experience. Research conducted by Fractl and Moz (in which they reviewed over 75,000 job listings on establish that the demand for digital marketing candidates has skyrocketed over the past 10 years.

3. Businesses make a decision based on data collection and management


Although data has always been important to businesses, with the emergence of modern technology and new platforms such as Google Analytics, it’s now easier than ever to capture and use data to create targeted campaigns and customer profiling.

Our BCom (Digital Marketing) course offers Web analytics as a third year subject as a well-rounded view of the importance of data collection and the interpretation of it within marketing teams.

4. Social media is an ever-growing marketing platform


Source: Statista, 2018

Social media has the ability like no other digital channel to collaborate and connect with potential and current customers.  According to Statista (2017), 32% of the South African population is active social media users. The most popular social platforms were WhatsApp (49%), followed by Facebook (46%) and YouTube (45%). In your second year of BCom (Digital Marketing), we will equip you with knowledge of all the major social channels. It will prepare you with practical skills within social media and the ability to compile and execute a comprehensive social media campaign.

5. Mobile is a 24/7 marketing tool


Source: Statista, 2017

The popularity of mobile devices is increasing in South Africa, and it is critical that businesses include mobile phones in their e-commerce strategy.  In 2016 the number of smartphone users in South Africa was 16.42 million and is expected to reach over 25 million by 2022.

Mobile marketing as a subject in the 2nd year will provide you with fundamental mobile knowledge, including mobile technology. This knowledge will definitely stand you in good stead with technological growth not slowing down.

6. E-commerce


Source:, 2017

Online spending in South Africa is estimated to grow over R53bn in 2018, with over 19.9 online shoppers.  These statistics stress the importance of e-commerce and the growing need for South African consumers to buy and sell online, due to the growth rate and reach of the internet.  As a digital marketer, you will be well equipped to help businesses manage this virtual business of the future.

Still unsure if this could be the right choice for you? Please join our Winter Workshop or Open days to learn more. Or visit our website to read more about this fascinating new course of the future!

Bellville Campus

Bellville Business park, D J Wood Way

+27 21 949 5036/7

Centurion Campus

1023 Bank Avenue, Centurion

+27 12 683 9942

Designed and Developed by NetMechanic