Brand and Digital Research Hub showcases latest trends in branding and digital research

Recently, the Brand and Digital Research (BDR) Hub came together at the Cape Town Hotel School Restaurant for its fifth symposium, where Dr Pieter Steenkamp, Dr Kuhle Zwakala, and Prof Rodney Duffett sought to consolidate their research in brand and digital marketing.

The Hub consolidates the two realms to equip postgraduate students to contribute to knowledge production and solve business problems. The purpose statement was: “To advance brand and digital marketing knowledge and skills in higher education and business through technology-led education, research and innovation for the benefit of society”.

Duffett said the advent of AI requires adaptation and innovation to address digital marketing theory and practice challenges. “Strategic branding yields differentiation points and builds a positive brand image and reputation in higher education and business.”

The BDR Hub objectives are to:

Support CPUT’s FBMS research output objectives by focusing on the current industrial revolution.

• Build an intensive research Marketing Department.
• Explore and develop a Pan-Africanist perspective on strategic brand and digital marketing research.
• Improve the quality of research output.
• Attract high-calibre postgraduate students and researchers.
• Attract internal and external research funding.
• Increase research and supervision capacity.
• Foster and leverage industry linkages.
• Expand the Marketing Department’s international footprint.
• Increase research and supervision capacity.
• Foster and leverage industry linkages.
• Expand the Marketing Department’s international footprint.

The 5th BDR Hub symposium focused on advancing its objectives and featured several speakers, including Head of the Department of Marketing, Dr Sandra Williams; Director of the Centre for Postgraduate Studies, Prof Izak van Zyl and Duffett. Master’s student Llewellyn Church also contributed with a presentation.

The guest speaker was Omphile Setiloane, Lead Digital Marketing Manager at Spur Corporation. The other speakers included Prof Renitha Rampersad, Assistant Dean for Research and Innovation in the Faculty of Business and Management Sciences (FBMS). A significant highlight was the launch of the book: Marketing Management: Integrated Perspectives, accompanied by a panel discussion led by Prof Nkosivile Madinga from the University of Cape Town, featuring contributors such as Zwakala, Duffett, Steenkamp, Mandy Jones, Andiswa Mrasi and Dr Nicole Morrison.

This annual symposium has established itself as a key event for the Marketing Department, fostering collaboration, innovation, and engagement among academics, students, and industry professionals. It promotes the dissemination of research, aligns with CPUT’s strategic goals, and supports the Department’s focus on research and postgraduate development, while also celebrating academic achievements.

The book provides a comprehensive and integrated view of the marketing discipline, bridging theory and practice for the modern context. The book addresses key areas such as strategic and digital marketing, consumer behaviour, brand management, integrated marketing communications, sales and services marketing, and contemporary issues, including ethics and AI in marketing.

It was also announced that Steenkamp, Daniel Michelis, and Carolin Rautenberg were awarded second place at the highly prestigious international 11th e-Learning Excellence Awards 2025.

Duffett expressed that the 5th BDR Hub Symposium beautifully highlighted the profound impact that research and innovation in marketing can have when academia, industry, and students come together in collaboration. “The discussions highlighted that the future of marketing and higher education depends on our ability to integrate technology into all we do. The Hub’s work demonstrates that CPUT is not only responding to the digital revolution but actively shaping it through applied research.

“Collaboration is key, whether through postgraduate study or industry partnerships; every member of our university community can contribute to advancing brand and digital research that benefits society. Events like the BDR Hub Symposium remind us that we are part of a forward-thinking academic community committed to building One Smart CPUT.”

Further information and the free first two book chapters are available to everyone at:

https://sio.brandforsuccess.com/marketing-book

Written by Aphiwe Boyce
Email: BoyceAp@cput.ac.za