FBMS co-hosts 2025 AMAC Seminar
BRIDGING THE GAP: CPUT co-hosted the 2025 AMAC Seminar
Friday, 26 September 2025
CPUT and the University of Cape Town (UCT) recently co-hosted the 2025 African Marketing Academic Collaboration (AMAC) Seminar.
The theme of the event was Bridging the Divide between Industry and Academia for Sustainable Futures.
“The theme is inviting us to reflect on how we can strengthen the connection between theory and practice, said Dr Sandra Williams, Acting Head of the Marketing Department in CPUT’s Faculty of Business and Management Sciences, who welcomed the attendees on day one of the seminar at the Cape Town Hotel School.
“We need to collaborate; we need to rethink and reimagine so that we can align education with the evolving needs of industry and certainly society”.
Prof Mercy Makhitha, Dean: Faculty of Business and Management Sciences, said AMAC was started in 2016 with just a few universities participating.
“We have grown since then to more than 20 institutions across Africa and beyond. AMAC provides opportunities for us to share best practices and learn from each other. That is learning from other universities and benchmarking against each other. AMAC enables us to strengthen those relationships among marketing departments and to ensure that we do not work in silos but work together for the common good of marketing education.
The keynote speakers were Martin Neethling, former Chief Marketing Officer: PepsiCo and Prof Mornay Roberts-Lombard, Professor of Management: University of the Western Cape.
The day also included thought-provoking panel discussions, which included both industry experts and academics and centred around industry expectation versus academic delivery.
Written by Ilse Fredericks
Email: Frederickskennediji@cput.ac.za
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