Two industry experts from Etiket brand design and marketing agency, a company who builds belief through narrative, delivered a guest lecture to the third-year Marketing Management class on 13 August 2015.

Muguette Crozier, art director, and Na’am Oren, copywriter/strategist, shared great insights and case studies on integrated marketing communication strategies. The session was centred on building belief through narrative, demonstrating why finding and focusing on the underlying reasons people buy products is so important. Reference was also made to the so-called human truth, brands telling stories and unconventional thinking.

Changes in marketing over time have moved the industry away from aggressive advertising to marketing where consumers today choose the content they consume and the extent to which they consume it. Previous campaigns and projects Etiket completed for clients such as Samsung, First National Bank, and Jeep were discussed during the lecture, focusing on the Samsung S5 launch, the Jeep Renegade car campaign and FNB forex. These campaigns served as examples of the effective use of integrated traditional and non-traditional marketing channels and showed real-life marketing applications.

The guest speakers allowed for a question and answer session after their presentation, giving the students the opportunity to interact with them regarding their campaigns as well as potential future careers in marketing. During this time, students were given a glimpse into the future as marketers, as they were taken through a ‘typical day’ of someone working in the marketing field. Students were also afforded the opportunity to network with Etiket and to sign up for potential internships at the agency. One of the third-year Marketing Management students, Seth Barendse, said: "The session allowed us to reach beyond the text book and lectures, to see the theory applied and brought to life. It was enjoyable, interactive and very informative."