After an eventful semester, the BCom Honours in Marketing Management Class of 2024 faced one final milestone before their well-deserved winter recess: the exam project for their Marketing of Services module, presented by Dr Michelle C. van der Merwe. This module adopts an apprentice-style approach, allowing students to apply their knowledge by acting as consultants for industry partners, while gaining real-life experience before entering the workforce. The Department of Marketing Management partnered with Dr Schalk Grobbelaar, Chairperson of the York Timbers Chair in Wood Structural Engineering, to bring this unique project to life.

 

The novelty of the exam project lay in the requirement for student teams to promote the concept of timber construction, rather than a specific service offering or organisation. Students were tasked with developing an exhibit for the 17^th Green Building Convention (GBCSA 2024), to be held in Cape Town in November 2024, complemented by an integrated marketing campaign (IMC) targeted at the convention delegates. The aim of the exhibit and IMC was to educate the target market about the advantages of building with timber.

 

Two weeks after the project launch, students pitched their ideas during a soundboard session, and received valuable feedback to refine their ideas. Additional preparation included a guest lecture by Tyrone Hart, Head of Lead Generation at Future Famous Media (and a UP alumnus), about lead generation and conversion.

 

On 12 June 2024, the much-anticipated exam day arrived. Not only did the students dress up for the occasion, but they also chose creative team names, such as ‘Woodland Warriors’, ‘Carbon Capture Crew’, ‘Rooted Innovators’ and ‘WoodWise’. After a day filled with creative presentations and innovative recommendations, the top three teams were selected.

 

The project ended on a high note when it was announced that the top two teams will attend the GBCSA 2024 as part of the exhibition team, and the third-placed team will attend the Timber Construction Conference 2024 in September, in the same capacity. Congratulations to the winning teams, and the entire BCom Honours in Marketing Management Class of 2024 for a “TREE-mendous” semester!