n South African Journal of Higher Education - A marketing work integrated learning project : a working model

Volume 28, Issue 5
  • ISSN : 1011-3487



The problem with work integrated learning (WIL) is that its benefits are undoubted, but difficult to substantiate. The informal and anecdotal evidence in favour of WIL is overwhelming, but the hurdles in the way of proper research are equally formidable (Sietsma 2004, 14). This article is an example of a working WIL project offered to students enrolled for the National Diploma: Marketing at the University of Johannesburg (UJ). This project is unique and has also won several awards. The project is a practical sales assignment attached to the theoretical subjects Personal Selling in the first year of study and Sales Management in the second year of study. Students are taught the academic textbook knowledge in class and are then expected to apply this knowledge in a real-life environment, by reaching a set sales target. UJ has partnered with the Direct Selling Association (DSA) in South Africa which controls this project from an industry perspective. The methodology followed was deductive content analysis of interviews with students who had passed the course. The results reflected a resoundingly successful project.

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