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Vision and Mission


The Vision of the WARC is to establish a country-first and leading knowledge technology centre, by the end of 2017. This will be achieved by combining research results and SEO practice from industry into an academic knowledge base on Search Engine Marketing.


The Mission of the WARC encompasses the following:

  • its core purpose is to increase the output of high quality post-graduate (especially doctoral) CPUT students, and continue to establish a strong presence on the Web, by implementing research results and by guiding industry;
  • its identity will be a Research Centre operating as a separate entity, reporting to the DVC: Research, but also offering service to CPUT faculties and units;
  • its principle business aim will be to establish a constant stream of contract income by the end of 2013;
  • its values include an underlying spirit of excellence, efficiency, mutual respect and accountability.

This Research Centre will add value to CPUT by providing national exposure in a unique area of Knowledge Technology, giving it the edge over the other 22 local universities.

Objectives (primary)

The primary objectives of the Research Centre are:

  • to establish a Research Centre in Search Engine Marketing at CPUT,
  • to continue forging links with the digital marketing industry, which enables collaboration and information interchange between the academe and the industry.

Objectives (secondary)

  • to produce a constant stream of high quality research outputs, while empowering new, young researchers to become established,
  • to further increase research outputs by the appointment of post-docs.

Products and services

  • an extended example of high ranking websites owned and managed by the centre, to be used in industry and in teaching,
  • a base of knowledge and research results for all students and academics in the field,
  • a service (based on business principles) to industry in SEO and SEM,
  • an annual competition which will become a national benchmark for SEO, draw top students and forge further links with industry.

Target market

  • businesses with websites in Cape Town and environment.