College of Law and Management Studies

Associate professor at the School of Management, Information Technology and Governance Professor Debbie Ellis and three of her former students and MCom (Marketing) graduates, Ms Shana Axcell, Ms Shree Maharaj and Ms Treneya Reddy recently presented papers at two of the most prestigious marketing conferences in the world.

Two papers were presented at the Academy of Marketing Conference at Regent’s University in London and one at the Academy of Marketing Science World Marketing Congress in Edinburgh, Scotland.

Axcell’s paper was based on her masters research entitled Exploring the Attitudes and Behaviour of Generation Z Students towards Branded Mobile Applications. It focused on the relatively unknown attitudes and behaviour of the youth market in South Africa around branded mobile applications.

‘It was a fantastic experience as it was my first taste of presenting at an international conference. It enabled me to network with some of the most experienced and highly acclaimed marketing lecturers in the world,’ she said.

She is now employed as a Sports Marketing lecturer at the University Campus of Football Business (UCFB) in England.

Ellis presented a paper she co-authored with Maharaj titled: Product Placement in Hip Hop Videos which focused on the effectiveness of product placement and the factors that affect the use of such videos.

Maharaj is currently a Market Development Business Analyst. This entails gathering and analysing specialised market intelligence, as well as leading projects for strategic product development.

At the conference in Scotland, Ellis in Reddy’s absence presented a paper they co-authored titled: The Ultimate Marketing Challenge: Understanding Environmentally Conscious Consumer Behaviour and the Role of Environmental Concern which investigated the ecological concerns that have the most impact on environmental behaviours.

Reddy is currently the Marketing Officer for the Midmar Group.

A few days after the conference Vigar and Maharaj were honoured with an invitation to submit their paper for consideration for the conference’s special issue of the Journal of Marketing Management.

Words: Lungile Ngubelanga
Photograph: Supplied