Khumo Malala, an honours student in the Department of Marketing Management at the University of Pretoria (UP), participated in the IBS Americas and CUOA Business School Exchange Programme in Italy during the July 2025 recess period.

The IBS Americas and CUOA Business School partnership provides students and professionals with short-term, intensive business courses that combine academic learning with cultural immersion. Located in Vicenza, a historic city near Venice, CUOA Business School is one of Italy’s most prestigious institutions for management and entrepreneurship education. With a long-standing tradition of academic excellence, CUOA offers students from around the world the opportunity to engage with European perspectives on business strategy, innovation and marketing.

Khumo participated in the course Business Strategy and Marketing in the Context of Luxury Goods. The course introduced participants to the distinctive characteristics of Italy’s luxury sector and its global influence. Students explored how Italian craftsmanship, heritage and design underpin the success of internationally renowned brands. A highlight of the programme was a series of company visits that brought theory to life. The course explored both foundational concepts, such as the 7 Ps of marketing, and advanced topics like brand equity, logistics in the luxury value chain and sustainability in marketing strategy. This blend of academic theory and applied learning provided participants with a comprehensive understanding of how marketing operates in rapidly evolving global markets.

Students toured Valsport, a luxury footwear brand renowned for its timeless designs; Villa Sandi, a historic wine estate celebrated for its Prosecco heritage; and Atlantis, a headwear company recognised for its sustainability and design innovation. Each visit offered behind-the-scenes insights into Italian business strategy, from heritage branding to customer experience design. Through these visits, students observed how Italian firms fuse artisanal quality with modern marketing strategy, demonstrating that culture and brand heritage remain central to value creation in global luxury markets.

“Every experience offered a new perspective on how Italian companies use tradition, storytelling and authenticity to create brand value,” said Khumo. She further commented: “This programme exceeded all my expectations. The lectures were engaging, and the professors struck the perfect balance between sharing knowledge and encouraging discussions and debates within the classroom. In short, the experience was transformational.”

The student cohort represented a truly global mix of individuals from Brazil, Colombia, Vietnam, Spain, Russia and the United States, each bringing unique insights to class discussions. The diversity of nationalities and professional backgrounds enriched debates, allowing students to examine how marketing principles operate across different cultural and economic contexts.

Khumo with the international programme participants.

“One of my favourite moments was a lively debate on brand diversification and whether expanding beyond a target market can lead to success or disaster,” Khumo shared. “I learned the importance of stepping into the unknown and embracing new cultures,” she said.

The exchange emphasised personal and professional growth, helping students recognise how marketing practice is shaped not only by strategy and analytics, but by empathy, cultural understanding and global citizenship.

Khumo Malala (left) with international students from her class

While the academic experience was invaluable, the cultural immersion proved equally rewarding. Outside of lectures, Khumo had the opportunity to explore Milan, Verona and Venice, immersing herself in Italian culture, art and cuisine. From navigating public transport in a new language to forming friendships across continents, the experience offered lessons in adaptability, independence and intercultural communication.

For interested students, IBS Americas offers a 60% tuition waiver for applicants to the CUOA programme. More details are available at CUOA Business School using the referral code KHUMO-MALALA60.