, Feb. 13 -- At the heart of this lies the crucial role of marketing in positioning brands effectively and capitalising on special occasions.

Angela Bruwer, the executive academic head of the Faculty of Marketing, Supply Chain, and Business Management at the IMM Graduate School emphasises the significance of strategic opportunistic marketing in this regard.

"Marketing isn't just about selling products: it's about creating meaningful connections with consumers and leveraging various touchpoints to drive business success," she explains.

11 hours

She notes that holidays and special events serve as perfect occasions for brands to showcase their values, engage with their audience - and boost sales.

"By aligning their marketing strategies ...