19 January 2024
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Story Anthony Mthembu
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Photo Supplied
The eight recipients of postgraduate scholarships as part of the TATA International Postgraduate Scholarship Programme.
The Economic and Management Sciences (EMS) Faculty at the University of the Free State (UFS) recently collaborated with Tata Motors to host a significant function on the UFS Bloemfontein campus. This event marked a crucial stage in the Tata International Postgraduate Scholarship Programme, where final-year Strategic Marketing students from the Department of Business Management showcased their innovative marketing ideas for Tata International trucks and buses.
Key attendees
Harneet Luther, Executive Director and CEO of Tata Motors, and Thandeka Hlatshwayo, Tata International Corporate Communications and Branding Coordinator, were notable attendees at this insightful function.
The purpose of the function
The primary objective of the occasion was to provide a platform for students to present their marketing proposals directly to Tata representatives. The presentations were tailored to contribute to the enhancement of Tata’s market share for trucks and buses in South Africa. Following these presentations, eight students were awarded postgraduate scholarships, enabling them to cover the costs of their advanced studies.
Among the recipients was Tshiamo Mathe, the overall winner, whose presentation focused on digital marketing. Jacobus Grobelaar, who delved into product improvement, and Pontsho Khumalo, who explored after-sales services, were also recognised for their outstanding contributions.
The Tata International Postgraduate Scholarship Programme, in collaboration with the UFS since 2012, has significantly impacted the lives of numerous students. More than merely a funding initiative, the programme serves as a mutually beneficial partnership between the students and Tata. By participating in these presentations, students get to apply classroom knowledge in real-life scenarios, demonstrating their ability to develop feasible marketing strategies for Tata group companies on the continent. Additionally, the presentations foster a platform for students to showcase their creativity in problem-solving. For Tata, this engagement provides valuable exposure to its student market.