Prof Adele Potgieter from the Department of Marketing Management on our campus was awarded the Integrative Researcher of the Year Award.

“My research integrates marketing management, consumer behaviour, and brand strategy to address critical societal challenges in emerging markets. Through examining how organisations build authentic brands and reputations, my work explores the intersection of employer branding, personal branding, and corporate identity—particularly relevant in South Africa's diverse socio-economic landscape. Recent investigations have extended into digital transformation, experience marketing, and heritage branding in higher education contexts. This integrative approach bridges theory and practice, informing how organisations, from SMEs to municipalities, can develop sustainable competitive advantages whilst addressing societal needs for economic development, employment, and ethical business practices. The research provides actionable frameworks for organisations navigating contemporary challenges, including the Fourth Industrial Revolution, cultural diversity, and stakeholder engagement in African contexts, ” Prof Potgieter shared.

This recognition is more than a personal achievement; it reflects the growing research excellence and intellectual leadership emerging from George Campus. Prof Potgieter’s success demonstrates how local scholarship contributes meaningfully to national and global conversations about sustainability, innovation, and inclusive growth.

“This recognition is significant, as it’s a first for our department and a first for the George Campus,” she said. “It shows that our scholarship here contributes meaningfully to the university’s research mission and to South Africa’s development story.”

Prof Potgieter has also been nominated for the Institutional Integrative Researcher of the Year Award, which will be announced at the Vice-Chancellor’s Excellence Awards Dinner in Gqeberha on 30 October.

The George Campus community proudly celebrates this milestone, which not only honours Prof Potgieter’s remarkable contribution but also inspires colleagues and students alike to pursue research that bridges disciplines and drives real-world impact.