The Marketing Society of Kenya (MSK) is spearheading a new mentorship initiative aimed at equipping the next generation of marketers with the tools and knowledge they need to thrive in an increasingly digital world. On November 20, 2024, MSK hosted an intergenerational dialogue under the theme “Passing the Baton,” in Nairobi, bringing together seasoned marketing professionals and aspiring marketers. This dialogue served as a platform for knowledge exchange, collaboration, and mentorship, with the goal of fostering the growth of Kenya’s marketing industry.
In today’s rapidly evolving marketing landscape, characterized by the rapid shift toward digital platforms and data-driven strategies, the need to prepare young marketers has never been more pressing. MSK recognized this challenge and decided to take proactive steps by creating a space where experienced marketers could guide and mentor students. Through the mentorship program, MSK aims to bridge the gap between academia and the real world, offering students valuable insights into the practical aspects of marketing, from strategy development to campaign execution.
Speaking at the event, MSK Chairperson Zuhura Adhiambo emphasized the organization’s commitment to empowering young marketers. “As MSK, we realized that we needed to equip our future marketers and give them opportunities. That’s why we decided to have this gathering, the Chair’s Breakfast, which has been able to bring together legends of marketing to walk together with our students,” she said. Adhiambo’s statement highlighted MSK’s dedication to promoting mentorship and facilitating knowledge transfer, ensuring that students are well-prepared for the demands of the marketing industry.
A key focus of the dialogue was the importance of collaboration between universities and the marketing industry. MSK has been actively engaging with various educational institutions, including Dedan Kimathi University, St. Paul’s University, Maseno University, and Pwani University. These partnerships are designed to help align academic curricula with real-world marketing practices, ensuring that students receive practical training that prepares them for the professional world. Through these engagements, MSK is also reaching out to students from outside Nairobi, ensuring that they too have access to valuable mentorship opportunities.
The mentorship program is built around the concept of pairing students with industry professionals, providing them with opportunities to learn directly from those who have shaped the marketing industry. The program also creates opportunities for internships and entry-level jobs, offering students a pathway into the marketing world. Corporate members of MSK play a critical role in this initiative by offering placements, internships, and job openings, thereby creating a supportive ecosystem for aspiring marketers.
The program’s impact extends beyond students. Adhiambo pointed out that the mentorship model benefits all levels of the marketing profession. “We now have marketing legends holding the hands of others. Marketing directors can mentor their peers, and middle-level managers can engage with everyone. It’s a collective effort, creating a ‘whole village’ approach,” she explained. This collaborative approach allows for the sharing of insights and experiences across different levels of the marketing hierarchy, enriching the knowledge base of the entire industry.
As part of the dialogue, marketers also discussed strategies for navigating the digital transformation in marketing. One area of focus was the use of data mining, which has become an essential tool for marketers looking to gain a competitive edge in the digital era. By leveraging data analytics, marketers can gain insights into consumer behavior, refine their strategies, and make data-driven decisions that enhance the effectiveness of their campaigns. MSK’s emphasis on digital tools underscores the importance of adapting to technological advancements in the marketing field.
In conclusion, the mentorship program spearheaded by MSK is a critical step toward ensuring that Kenya’s marketing industry continues to grow and evolve. By fostering collaboration between academia and industry professionals, MSK is helping to create a more dynamic and resilient marketing ecosystem. Through initiatives like these, MSK is not only preparing the next generation of marketers for success but also ensuring that they are equipped to thrive in an increasingly digital and competitive world. This intergenerational dialogue is just the beginning, and with continued support, it is expected to have a lasting impact on the future of marketing in Kenya.
