An Industry-Academia Collaboration for Bachelor of Commerce Students

Strathmore University has a rich tradition of forging impactful collaborations with industry professionals to co-create an immersive learning experience for all its graduates. As an Educator, Career Coach and Marketing Consultant with extensive industry experience, I have always believed in the role of industry and academic collaborations to enhance student learning. Beyond imparting theoretical knowledge to students, I believe that equipping them with skills that will make them highly sought after in the job market and connecting them with industry professionals with diverse experience, will enhance their academic experience.

Last month, I organized an exciting career session for Bachelor of Commerce Students. The event offered a rich opportunity for students to learn about the marketing industry, gain practical insights into career paths, and hear from industry experts who have made their mark in a constantly evolving field.

The session kicked off with an overview of how marketing has been transformed in Kenya over the last decade. Ahmed Salim Abdulkader, founder of Disruptive Media Ltd emphasized the shift from traditional advertising to digital marketing strategies, driven by the growth of social media platforms, data analytics, and automation tools. However, he emphasized that traditional marketing will always play an important role in marketing and can act in synergy with digital marketing to increase awareness and conversions.  He explained that as technology continues to shape consumer behaviour, the role of a marketer has become more data-driven, strategic, and multi-faceted. Mr. Abdulkader has spearheaded many creative campaigns in the advertising industry. He shared several anecdotes with the students that helped them to gain insight into this exciting career path.

“Marketing is no longer just about pushing a product to the consumer,” asserted Faith Murungu, a seasoned marketing and branding strategist, “It is about building relationships, gaining deep insights into your target audience, understanding consumer behaviour, and delivering personalized experiences that resonate with your audience.” Ms Murungu has a background in both fashion design and marketing. She has collaborated with renowned brands such as KFC, BPI France, Blaze by Safaricom and many others. The students deeply appreciated her unique insights in branding and marketing.

Another panellist, George Kimani who has experience in pioneering the marketing of Kenyan audiobooks, explained how storytelling has become a key component of modern marketing strategies. He explained that “Marketing is not just about selling a product, it is about creating a narrative that speaks to the values and emotions of your audience. People connect with stories.”  Beyond sharing his own perspectives on the industry, he shared invaluable career and life advice with the audience. The panellists also discussed the wide range of career paths within marketing, highlighting various roles that the students could pursue.

One of the standout themes of the session was the importance of networking and mentorship in the marketing field. Several panellists emphasized that building a strong professional network is crucial for career advancement, as many marketing opportunities arise through personal connections.

The panel also discussed the importance of continuously learning and staying informed about industry trends. “Marketing is always evolving, so it’s important to never stop learning,” said Richard Wanjohi, an experienced Business Development Manager and Sports Marketing expert. “Whether you are attending webinars, reading industry blogs, or pursuing certifications, staying up to date will help you stay ahead of the curve.” Mr. Wanjohi has pioneered several successful initiatives at Strathmore University.

The exposure to these diverse industry professionals and their wealth of experience was deeply appreciated by the students. The experience enabled them to acquire invaluable insights. The panellists also expressed their appreciation and gratitude for the opportunity to share and hear insights from the next generation of future marketers.

The Bachelor of Commerce Programme is structured to reflect the changing world of commerce and to equip its learners with the necessary skills, ethical principles and general knowledge needed for decision-making in a contemporary business environment. This Programme prepares students to work in management, finance, accountancy, banking, micro-finance, administration, marketing and other related fields. The 2025 intake for the Bachelor of Commerce Programme is ongoing! Learn more here

Article by Shailja Sharma, SBS Faculty Member and Leadership and Career Coach