Cooperative Online International Learning (COIL) projects provide an excellent opportunity for international collaboration, exposing students to diverse perspectives, fostering cross-cultural learning and developing global competency. This year, the BCom Honours in Marketing Management students at the University of Pretoria (UP) had the privilege of collaborating with International Marketing students from Clayton State University in Georgia, USA during the first semester of 2024.
Under the guidance of Dr Michelle C. van der Merwe, the Services Marketing lecturer at UP and Prof George Nakos, professor of Marketing at Clayton State University, students explored perceptions related to building materials. Timber homes are common in the USA but scarce in South Africa. The collaboration involved student teams conducting interviews to gain insight into American homeowners’ perceptions of brick homes compared to South African homeowners’ perceptions of timber homes.
The topic provided valuable insights for both groups of students, allowing them to gain insights into the perspectives of other nationalities and cultures. It also encouraged introspection and reflection on their roles as future leaders. Additionally, working virtually with students across different time zones enhanced their skill set.
Below are excerpts from some of the UP students’ reflection papers.
“Thirteen thousand five hundred and forty-five kilometres away, with a six-hour time difference. These significant geographical differences perfectly showcase the unique opportunity for global partnerships [that] the COIL project brought to the class. Overall, my experience with the COIL project was very insightful and exciting. It prompted personal and academic development for me. The project was a very refreshing take on an academic assignment, and I thoroughly enjoyed having a practical teaching method for exploring customer perceptions around value.”
~~Rozlynn Mahabally
"When Dr Van der Merwe introduced us to the COIL project I asked myself, how are we possibly going to work with people that are on the other side of the world? But I learnt that in an ever-changing working environment, you have to adapt and deliver results. Overall, the COIL project was a good experience for my team and me, as we will use these skills we learnt going forward in other projects at university and, ultimately, in the workplace. Thank you, Dr Van der Merwe, for making the COIL project a possibility.”
~~Molemo Leseane
"My journey through the COIL project has proven the power of trusting the process and embracing new approaches to learning. While challenges arose, the experience ultimately revealed the importance of adaptability and respectful communication across borders.”
~~Dominique Bruttomesso
"This project was not just about exploring the different perceptions [about brick and timber homes] in the different countries, but also about building bridges and fostering a global mindset.”~~Chihoriem Eresia-Eke
"The COIL project has been an eye-opening experience which has provided me with a unique opportunity to broaden my personal viewpoint by practically investigating the cultural perceptions and differences between the United States of America and South Africa.”
~~Lisa Brown
"This project was not just about exploring the different perceptions [about brick and timber homes] in the different countries, but also about building bridges and fostering a global mindset.”
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