Eight Marketing Management honours students from the University of Pretoria embarked on a life-changing journey when they visited the Jönköping International Business School (JIBS) in Sweden to study two modules for 12 weeks, thanks to the ErasmusPlus-funded partnership between Jönköping University (JU) and the University of Pretoria (UP). The students immersed themselves in new learning opportunities, cultural exchanges and unforgettable experiences. Their adventure not only expanded their academic horizons, but also shaped their personal development – from navigating Swedish culture to discovering innovative business practices, they shared a reflection of their journey of adaptation, exploration, and valuable lessons learned from their memorable experience:

 

Being selected for the exchange was a moment of pride and excitement, soon followed by the reality of preparing for life in Sweden, which entailed securing visas, arranging accommodation, and purchasing winter clothing to brave the chilly weather. The anticipation of studying abroad, meeting students from around the globe, and experiencing a different academic culture made every step of preparation all the more thrilling.

 

Arriving in Sweden was both thrilling and overwhelming. As we stepped out into the cool Swedish air, we felt a mix of excitement and uncertainty of the unknown. Råslätt, our new home, is a vibrant cosmopolitan student hub – a melting pot of cultures and languages from all around the world.

 

Settling into our apartments and familiarising ourselves with our new environment felt surreal and was filled with surprises, like navigating grocery stores with Swedish labels and unfamiliar brands, which reinforced how far we were from home. But in those moments, the exchange truly began, challenging us to adapt, learn and embrace new ways of doing even simple, everyday tasks.

 

One of the biggest surprises was how quickly we connected with other exchange students also navigating this shared journey. We bonded over everything, from getting lost on the way to class to trying Swedish cuisine. While initially challenging, the culture shock became a gateway to understanding and appreciating new perspectives. Those first few days were a blend of nervousness and adventure, but we soon realised that these moments were exactly why we had come – to grow, learn and step outside of our comfort zones.

 

Råslätt is a small, diverse community, just 5 km from the centre of Jönköping. Ten apartment buildings in this neighbourhood are assigned to international students, which means that living in Råslätt is probably the most unique cultural experience we could have asked for. The eight of us shared two apartments, each equipped with everything we needed for our three-month stay.

 

Within Råslätt, we had easy access to a grocery store called Willy’s, a church, sports facilities, a gym and a clubhouse called “Sockertoppen”, where we spent many evenings bonding with one another and other international students over board games, movies and even a Springbok rugby match! Another favourite in Råslätt was the “Kioski” – a small tuck shop where we indulged in our weekly supply of sweet treats.

 

Kick-off week is the orientation programme hosted by senior students for “zeros” – students who have been at JU for approximately zero years. We were easy to identify, as our overalls had no patches yet, indicating that we hadn’t participated in any events. Senior students proudly display their years at JU by completely covering their overalls in patches. The Kick-off theme was superheroes and villains – students from different countries and degree programmes were randomly assigned to teams that participated in various challenges to earn points, and ultimately win an exclusive dinner. Kick-off week set the tone for a dynamic and inclusive exchange experience and highlighted the importance of stepping outside our comfort zones.

 

The Swedish academic environment differs from ours, in that they encourage a collaborative, discussion-driven approach. Also, the Swedish academic staff prefer first-name interactions, instead of titles, which created an informal yet productive atmosphere.

 

Our studies at JIBS included two courses: Consumer Behaviour (a master’s-level course) and Strategy and Technology (an undergraduate course). The Consumer Behaviour module deepened our understanding of consumer psychology, building on our marketing background from UP. Collaborating with international peers, we produced a group research report and excelled in the final exam. The Strategy and Technology module was a mix of online classes, group projects, and interactive seminar discussions. This mix gave us the opportunity to hear different perspectives on each topic, which helped broaden our way of thinking. Overall, the Swedish academic environment proved invaluable in preparing us to navigate diverse viewpoints and dynamic discussions, skills crucial for our future careers.

 

International Day at JU was a vibrant celebration of culture and connection, where exchange students showcased their home universities. Representing UP, we proudly set up a stall featuring South African treats like Fizzers, Chomps and pancakes as rewards for participating in our interactive game. Our activity challenged visitors to match South African slang words with their meanings using photos—sparking curiosity, laughter and some friendly competition. It was an incredible opportunity to share our culture, and we were thrilled to win the prize for the best and most interactive stall! Beyond showcasing our heritage, the day was a chance to learn from others and celebrate the beauty of diversity.

 

Additionally, we had the privilege of welcoming some of our UP lecturers during the middle of our exchange. It was a heartwarming moment to reconnect with them and share our experiences over a traditional Swedish fika, joined by staff from JU's International Office. This visit reminded us of the strong support network we had back home and at JU, making our exchange journey even more special.

 

The exchange also offered exciting opportunities to explore nearby destinations and neighbouring countries. A short 30-minute bus ride from Juneporten station took us to the charming town of Gränna, renowned for its delectable candy canes. We spent a delightful day exploring the vast array of candy flavours and took a ferry to Visingsö – a picturesque island on Lake Vättern – where we explored ancient castle ruins and enjoyed leisurely bike rides.

 

We also visited the captivating city of Stockholm, where we wandered through the historic Gamla stan, shopped for souvenirs, and indulged in delicious Ben & Jerry's ice-cream. The Royal Opera House provided a unique cultural experience, where some of us attended our first opera performance.

 

Some of us travelled to Copenhagen, where we marvelled at the stunning Tivoli Gardens and the colourful Nyhavn buildings, creating memories we’ll treasure forever.

 

“Say yes to everything!” This simple mantra transformed our exchange experience, whether catching a late-night bus to Stockholm or going to a soup kitchen to watch an interpretive dance. Embracing every opportunity led to stories and memories that will last a lifetime, and we are so grateful to say with confidence that all eight of us made the most of every second we had in Sweden.

 

We’d like to leave future exchange students with some general advice:

 

In conclusion, our exchange to Jönköping International Business School was more than just an academic experience – it was a journey of personal growth, cultural exploration, and building long-lasting friendships. Every moment contributed to developing us as individuals and future professionals, and taught us the value of openness and flexibility. We carry with us precious memories, broadened perspectives, and skills that will undoubtedly shape our careers and personal lives for years to come.