Together with Mr. Toby Venter, Chief Executive Officer of Porsche SA and Ms. Karlien van Zyl, they wowed the large group of students in the Aula with the company’s meticulously detailed approach to attract and retain valued customers as well as continuously building the historic and very successful international brand.

A highlight of the event was the sleek Porsche models that were parked in front of the Old Merensky Library, offering students a first-hand experience of the products and what they stood for.

According to Prof Yolanda Jordaan, Head of the Department of Marketing Management, the lecture by Porsche allowed students to see how marketing theory is put into practice, thereby making it more relevant.

“Insight into the marketing activities of Porsche helps give the theory that students study, value and significance outside of the classroom. We also know that interaction with marketing companies enhance knowledge and skills that improve self-esteem when students enter the workforce,” Prof Jordaan said.

After the event, organised by their lecturer, Mr. Fred Scheepers, students wrote an online ClickUP test where they had to answer marketing questions from their textbook, applied to Porsche SA (based on the information from Porsche's presentation).

“This approach allows students to view the test as not only mastering a textbook, but mastering marketing as a 'real' field of study. With an aspirational brand such as Porsche, many students commented that they are now motivated to graduate so that they, one day, can also drive a Porsche,” said Prof Jordaan.