“Industry leaders, academics and students gathered at VUT’s MEGA Student Conference 2026 to explore how future professionals can balance technological innovation with authentic human engagement in marketing, retail and sport management.”
22 September 2026 | Story by: Sadiki Siphiwe | Picture: Peter Rasaha
3 minutes read time.
The Vaal University of Technology’s (VUT) Department of Marketing, Retail Business and Sport Management, in collaboration with the Marketing Association of South Africa (MASA), hosted the MEGA Student Conference 2026 on 4 September at the Desmond Tutu Great Hall under the theme Human-Centred Industries in the Digital Age: Balancing Technology with Authentic Engagement.
The conference brought together industry leaders, academics and students to discuss how emerging technologies, including artificial intelligence, are reshaping industries while reinforcing the importance of human connection, ethics and professionalism.
Facilitating the programme, Ms Ceejay Audrey Nelana encouraged attendees to view technology as a tool that should complement, rather than replace, human relationships and meaningful engagement.
Welcoming delegates, the Executive Dean of the Faculty of Management Sciences, Prof Chengedzai Mafini, challenged students to embrace innovation while maintaining the values that define effective leadership.
“Technology can process information quickly, but people build trust, relationships and lasting impact. Our responsibility is to ensure that future professionals are equipped to lead with both competence and empathy,” he said.
The conference featured presentations from leading professionals representing industry and professional bodies.
Mr Enrico du Plessis, CMSA, Chairperson of the Professional Designations Board at MASA, highlighted the role of professional bodies in advancing careers and maintaining industry standards. He encouraged students to pursue professional designations as a means of strengthening their credibility, expanding career opportunities and remaining current in a rapidly changing business environment.
Addressing future sport management professionals, Mrs Kelebogile Rakhudu, marketer, life coach and lecturer at Tshwane University of Technology, explored the importance of authenticity and personal branding in the digital era. She emphasised that sustainable brands are built on values, consistency and trust rather than online popularity alone.
Ms Mulalo Mojapelo, MarketAI Customer Activation Specialist at Henkel Adhesive Technologies, focused on the evolving relationship between technology and customer engagement. Drawing on her industry experience, she demonstrated how data and artificial intelligence can enhance decision-making while underscoring the continued need for empathy, human insight and meaningful customer relationships.
The conference also included discipline-specific breakout sessions in Marketing, Retail Business and Sport Management, where students engaged with practical case studies and industry-related discussions.
Students welcomed the opportunity to interact directly with experts and gain insights into the future of their professions. Many reflected on the importance of combining technological literacy with interpersonal skills to remain competitive in the modern workplace.
Delivering the vote of thanks, Mr Carcidio Khoza, ISRC Academic Officer, commended the organisers, speakers and participants for contributing to a successful event that equipped students with valuable perspectives on the future of business and professional practice.
The conference reinforced VUT’s commitment to producing industry-ready graduates who can thrive in technology-driven environments while maintaining the human-centred skills required for leadership, innovation and sustainable professional success.