Academic Research
Academic Research
Centre for Research
Welcome to the IMM Graduate School’s Centre for Research
At the IMM Graduate School, our commitment to transparent and ethical research and innovation is embodied in the ethos of the Centre for Research. At the forefront of our mission is the dedication to providing impactful solutions that address the economic and social needs not only of the Pan-African society but also the global community.
The Centre for Research’s Aims are:
- Centre of Excellence in Transparent and Ethical Research
In our pursuits, we stand as a beacon of transparent and ethical research practices. Upholding the highest standards of integrity, we ensure that our research contributes to societal betterment while maintaining utmost transparency in our methodologies and outcomes. - Solutions for Pan-African Societal Challenges
Our focus goes beyond academia, fueled by a passion to provide tangible solutions to the pressing economic and social challenges faced by Pan-African society. Through rigorous research, we strive to offer innovative insights and strategies that make a meaningful impact on community well-being. - Cultivating an Institutional Research Culture
Dedicated to sustainability and growth, the Centre for Research is committed to nurturing a robust institutional research culture. We aspire to inspire and engage scholars, students, and practitioners alike, fostering an environment that encourages curiosity, collaboration, and the pursuit of knowledge. - Bridging Industry and Academia
Recognising the transformative power of collaboration, we actively seek and establish opportunities for meaningful partnerships between industry and academia. By bridging the two, our goal is to create a dynamic ecosystem where cutting-edge research meets real-world challenges, fostering innovation with practical impact.
As we embark on this journey of exploration and discovery, we extend an invitation for you to be part of our community. Join us in the pursuit of knowledge, the cultivation of ethical research practices, and the creation of solutions that transcend boundaries. Together, let us shape a future where research becomes a catalyst for positive change.
Welcome to the Centre for Research – where ideas flourish, innovation thrives, and impact resonates.
Staff research profiles

Dr Helena van Wyk

Dr Cecelia Rosa

Dr Ernst van Biljon

Ms Sinegugu Ntini

Claudine Botha
Research Ethics and Integrity
Embracing the significance of transparent and ethical research is a fundamental tenet at the IMM Graduate School. Whether you’re an experienced researcher or a passionate student initiating your first project, our Research Ethics Committee stands as a guardian, ensuring the unwavering integrity of research practices. We guarantee that your research not only aligns with regulatory requirements but also makes a positive contribution to society.
Our Research Ethics page will uncover a wealth of resources, guidelines, and application procedures. Join us on the journey of knowledge with integrity, where ethical research is not merely a requirement but an integral cornerstone of our academic excellence.
Research Conferences
eLearning Africa Conference
Dr. Helena van Wyk (Dean: Postgraduate Studies and Research) shared insights from her research paper on “Exploring Effective Teaching Strategies for Hybrid Higher Education: Navigating the Blended Learning Landscape.” The session examined diverse methodologies for engaging students both online and in-person within hybrid learning environments. Joining Dr. van Wyk were esteemed panelists: Professor Norman Vaugham from Mount Royal University, Canada; Dr. Eugene Nweke from Ebonyi State University, Abakaliki, Nigeria; and Emmanuel Clemot, Regional Manager for Middle East, Africa, and France at Class.
ABSTRACT
This paper presents the findings of a South African study conducted in a private Higher Education Institution. The aim of the paper was to explore teaching strategies suitable for hybrid classrooms, to create an environment to integrate virtual and in-person student groups for optimal learning outcomes (Maatuk, Elberkawi, Aljawarneh, Rashaideh, & Alharbi, 2022).A hybrid classroom requires academic staff to engage both groups in student-centred activities (Binnewies & Whang, 2019) and therefore, this paper argues that traditional teaching strategies may not be optimal in achieving integration.This exploratory study employed a practical action research design, to teaching strategies in hybrid classrooms. The data was collected by conducting class observation and two focus groups to identify challenges. The study used Braun and Clarke’s (2006) thematic analysis for data analysis.The findings indicated that academic staff have a limited understanding regarding teaching strategies that would bridge the gap between virtual and in-person students. The study emphasised the necessity of an inquiry-based mindset in the hybrid teaching environment. The focus groups unanimously advocated for adopting an ‘adapted student-centred instructional approach’ to address hybrid classroom challenges.
This research contributes to understanding student-centred teaching strategies in hybrid classrooms. The key insight was that teacher-centred approaches by academic staff did not equally integrate virtual and in-person student participation. The study underscores the importance of lecturer training in effective student-centred teaching strategies for optimal learning in hybrid classrooms
Riana Prins (Head of Assessments and Learning Management Systems) discussed the findings of her study on “Utilising ChatGPT as a Feedback Tool in South African Higher Education.” The session focused on integrating ChatGPT strategically, emphasizing ethical considerations and practical feedback applications in assessments. The panel featured Roger Larsen, Co-Founder and CEO of Nor Education, alongside Riana Prins representing the IMM Graduate School.
ABSTRACT
The developers of Large Language Models (LLM), such as ChatGTP, have transformed education processes, practices and institutions of teaching and learning. ChatGTP can assist lecturers reduce the heavy burden of marking assessments.The use of ChatGTP as a marker in the Private Higher Education environment can be seen as an emerging trend. With the rise of online education in recent years, more and more researchers are beginning to pay attention to the quality of feedback AI provides within the formative assessment environment.
This study presents the findings of action research conducted in a Private Higher Education Institution on the use of ChatGTP as a marker on an undergraduate level. The purpose of this study was to evaluate AI’s feedback on formative assessments that could be incorporated in the assessment process anchored in the principle of “deciding to decide again”.
The study adopts a qualitative approach to evaluate ChatGPT’s feedback on formative assessments as a marker. The qualitative approach allowed the researchers to analyse 20 scripts, which ChatGPT marked to evaluate ChatGPT’s feedback. The three key findings of the study indicated that firstly, there is a need for continuous fine-tuning of instructions from the human marker to ChatGPT. Secondly, that there is a revised paradigm; the human marker’s role undergoes a transformational shift from being the marker to assuming the role of moderator. Lastly, the important role the human moderator plays in implementing the principle of deciding to decide again.
Research Outputs
2025
Dr Helena van Wyk and Claudine Botha have each contributed a chapter to Juta’s latest publication, International Brand Management. The book is now available.
Synopsis of the Book:
In today’s globalised and digitally transformed world, international branding has become increasingly complex. This book provides a comprehensive exploration of contemporary trends and best practices, serving as an essential resource for scholars, practitioners, and students alike. It covers critical aspects of brand architecture, strategy, communication, and equity, offering guidance on structuring brand portfolios to achieve clarity and impact across diverse markets.
Key strategies for maintaining relevance in an ever-evolving global landscape are highlighted, with a particular emphasis on innovative approaches that resonate both locally and internationally. The book underscores the importance of effective communication, especially through digital media and storytelling, as a means to connect with global audiences and ensure brand promises align with consumer perceptions.
Brand equity is presented as a cornerstone of competitive advantage, with actionable insights on delivering value across every stage of the consumer journey. The delicate balance of localising brand messages while preserving a consistent global identity is thoughtfully addressed. Furthermore, the book explores the unique challenges of service branding, stressing the need for internal alignment with brand values to enhance customer experiences.
This insightful guide equips readers with the tools to navigate the complexities of international branding and inspires innovative thinking in global marketing practices.
2024
Mr. Aobakwe Ledikwe, a member of the Marketing Faculty at the IMM Graduate School, made a valuable contribution by authoring a chapter in the esteemed textbook “Brand Management: A Southern African Perspective.”
Description:
In today’s fiercely competitive business environment, a brand transcends being merely a product or logo; when effectively managed, it can serve as the cornerstone of an organisation’s success. South Africa, with its rich tapestry of languages, cultures, and identities, offers brand managers a unique array of opportunities and challenges. However, while numerous international textbooks on branding exist, many tend to focus on American or European contexts, often overlooking the distinct nuances of the South African market.
“Brand Management” aims to bridge this gap by offering a comprehensive exploration of the complexities involved in establishing, nurturing, and perpetuating brands within the dynamic South African landscape. This resource is the culmination of extensive research and collaboration with academics from various South African institutions, tailored to equip individuals with the knowledge and tools essential for effective brand management.
Each chapter of “Brand Management” integrates practical examples to elucidate theoretical concepts, accompanied by pertinent case studies to further illustrate key principles.
Dr van Wyk and Dr Rosa’s article: An exploratory study to evaluate the teaching strategies in the hybrid Higher Education classroom, has been published in the South African Journal for Higher Education, a special section: Integrating Fundamental Digital-Technology Solutions in Africa’s Higher Education Practices & Theories for Sustainability.
Abstract:
This article presents the findings of a South African study conducted in a private Higher Education Institution. The aim of the article was to explore teaching strategies suitable for hybrid classrooms, to create an environment to integrate virtual and in-person student groups for optimal learning outcomes.
A hybrid classroom requires academic staff to engage both groups in student-centred activities and therefore, this article argues that traditional teaching strategies may not be optimal in achieving integration.
This exploratory study employed a practical action research design, to teaching strategies in hybrid classrooms. The data was collected by conducting class observation and two focus groups. The study used Braun and Clarke’s (2006) thematic analysis for data analysis.
The findings indicated that academic staff have a limited understanding regarding teaching strategies that would bridge the gap between virtual and in-person students. The study emphasised the necessity of an inquiry-based mindset in the hybrid teaching environment. The focus groups unanimously advocated for adopting an “adapted student-centred instructional approach” to address hybrid classroom challenges.
This research contributes to understanding student-centred teaching strategies in hybrid classrooms. The key insight was that teacher-centred approaches by academic staff did not equally integrate virtual and in-person student participation. The study underscores the importance of lecturer training in effective student-centred teaching strategies for optimal learning in hybrid classrooms.
For full article click on the link: https://www.journals.ac.za/sajhe/article/view/6371
Postgraduate Studies
Honours students
For those pursuing a BPhil Honours in Marketing Management or a BCom Honours in Supply Chain Management, a captivating research project awaits you. Each semester unfolds with exciting themes in the marketing or supply chain field, providing the canvas for your exploration. While there’s no mandate for article preparation in your submissions, the prospect beckons for collaborative efforts between students and supervisors to co-author articles worthy of academic publication.
Master’s students
Embark on the enriching journey of the IMM Graduate School’s Master’s programme in marketings. Here, the canvas is yours to craft a full dissertation, delving into a research topic close to your heart. As an integral part of your Master’s qualification, we encourage you to give life to a publishable article, showcasing the depth of your research. Additionally, consider the exciting possibility of presenting your findings at conferences, where your insights can resonate beyond the academic realm.
Let the pursuit of knowledge be as fulfilling as it is rewarding!
Publications:
Obvious Tine, Dr M Humbani. Management of mobile online customer reviews to enhance customer satisfaction in the higher education sector. Retail Marketing Review 19(2):54-69. Link: https://retailandmarketingreview.co.za/management-of-mobile-online-customer-reviews-to-enhance-customer-satisfaction-in-the-higher-education-sector/
Conference papers:
Nhari, J and Carmichael, T. 2023. Utilising dynamic capabilities to develop a competitive advantage in the Zimbabwean pharmaceutical sector under hyperinflation. Conference processing of the International Business Conference (IBC) pages 3439 – 3452. Link: IBC 2023 Proceedings Final.pdf
Research Publications
The Retail Marketing and Review Journal
Welcome to the Retail and Marketing Review journal. This journal serves as a global and interdisciplinary platform dedicated to the exchange of insightful and original research, fostering meaningful discourse in the dynamic realms of marketing and retailing.
Distinguished by its commitment to excellence, the DHET accredited (ISSN: 2708-3209) journal undergoes a rigorous double-blind peer-review process. It proudly publishes groundbreaking research spanning various business domains and related disciplines, making it a valuable resource for academia and industry professionals alike. The Journal is released bi-annually in June/July and November/December, exclusively in online versions.
Topics within the journal’s scope include but are not limited to social responsibility issues, accounting practices, human resource implications, marketing strategies, advertising dynamics, branding essentials, retail strategies, return on investment analysis, the impact of natural disasters, and considerations related to training and education.
The Retail and Marketing Review is the brainchild of the Department of Marketing Management at the University of South Africa (Unisa), in collaboration with the IMM Graduate School. Join us in exploring the forefront of business knowledge and contributing to the vibrant discourse within this scholarly community.
Internationalisation and Africanisation
The commitment to Internationalisation and Africanisation at the IMM Graduate School actively fosters a vibrant exchange of knowledge. We provide students and research associates with enriching opportunities to immerse themselves in diverse global perspectives, emphasising Africa and its unique challenges. Our aim is to not only broaden horizons but also instill a global mindset within our academic community. Through our academic programmes, research initiatives, institutional collaborations, events, and community engagement, we empower our students with a profound understanding of both African and global challenges and opportunities.
Embark on a journey of discovery with us, where academic excellence seamlessly intertwines with a celebration of Africa’s rich tapestry and a dedication to global citizenship. At the IMM Graduate School, we believe that education knows no boundaries, and we invite you to be a part of this inspiring journey.