Four BCom Honours (Marketing Management) students from the University of Pretoria (UP) embarked on a life-changing three-month student exchange programme to Jönköping University (JU) in Sweden, ending in October 2023. Anij Nagar, Joshua Bruyns, Sharlé Smit, and Rochelle van den Berg were selected, based on academic merit, to represent the Department of Marketing Management and UP in Sweden, on the first student exchange of its nature.

The four exchange students.From left: Rochelle van den Berg, Sharlé Smit, Joshua Bruyns and Anij Nagar

Their journey unfolded with the “kick-off week”, orchestrated by the Jönköping Student Union (JSU), which turned out to be a vibrant introduction to life at JU that set the stage for lasting connections within the JU community. Led by experienced student mentors (known as "Fadders”), the week encompassed activities ranging from icebreakers to the kick-off festival, where the exchange students, divided into 12 teams, engaged in city quests and night missions. Themed after popular TV shows, the week culminated in the victory of team “The Office”, led by Anij Nagar. This winning experience, filled with camaraderie and challenges, served as a foundation for upcoming academic pursuits.

After the kick-off week, the exchange students immersed themselves in two captivating modules presented by the Jönköping International Business School (JIBS). Real-life examples were explored in the Consumer Behaviour module, and some consumer decision-making intricacies were unravelled through experimentation. The Strategy and Technology module provided a comprehensive perspective on global strategy formulation and execution, enriched by real-world case studies and dynamic seminars. All four UP students excelled in both modules by obtaining a distinction average.

Accommodation played a pivotal role in their experience, and Råslätt, a cosy suburb not far from JU, became their home. Råslätt's welcoming atmosphere and shared sense of unfamiliarity among a diverse group of international students created a unique bond, fostering friendships that transcended cultural boundaries. Upholding the Rugby World Cup spirit, the South African students invited newfound international friends to join them in supporting the Springboks, all the way from Sweden! Their shared enthusiasm for rugby became a common thread weaving through their multicultural friendships and adventures around Jönköping and Sweden.

Go-Exchange Fair exhibition.From left: Anij Nagar, Joshua Bruyns, Dr Tinashe Ndoro (UP staff member), Sharlé Smit and Rochelle Van den Berg

As the season shifted, the exchange students participated in the Go-Exchange Fair, which served the dual purpose of showcasing the exchange students’ home countries and promoting their home universities. Representing South Africa, the team showcased their nation's rich diversity through engaging activities, presentations, and a unique language game, highlighting our 12 official languages. Despite their modest stall, the South African team secured a joint 3rd place with Colombia, contributing greatly to their positive experience at JIBS. Leaving the fair, their hearts were full, their minds inspired, and their taste buds forever grateful for the global feast that had unfolded.

Reflecting after returning home, the exchange students felt honoured to be ambassadors not only of their university, but also of their culturally rich country, and the beloved Springboks. Their exchange experience, academic pursuits, and multicultural celebrations will forever be a cherished chapter in their academic journey.

The Department of Marketing Management is looking forward to sending the next cohort of UP students in 2024!