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The main aim of the study was to explore high school students' awareness of the South African space industry; how career opportunities have been promoted to these students; and what has influenced such awareness, or lack thereof. The objectives of the study were to identify students' levels of awareness of the South African space industry; to identify students' perceptions of employment opportunities in the South African space industry; to identify the knowledge of the educational requirements to gain employment in the space industry; to determine the demographic differences of levels of awareness of the space industry in South Africa (male/female, grades 10, 11 and 12, types of schools); and to identify the marketing communication factors that influence students' levels of awareness about the South African space industry.