As part of the South Africa exchange program, students from the MSc in International Marketing and Business Development (IMBD) at emlyon business school embarked on a two-month academic and practical journey at Stellenbosch Business School in Cape Town. Immersed in the diverse cultures, business ecosystems, and societal dynamics of the African continent, the students experienced a transformative period of cross-cultural learning and personal growth.

First Impressions of the Rainbow Nation

From the moment they drove out of the airport onto the highways of Cape Town, with sweeping views of the Atlantic Ocean and Table Mountain, the students were captivated by South Africa’s natural grandeur. A warm welcome ceremony featuring the rhythm of African drums and the scent of protea essential oil eased their first encounters with a foreign land. Vibrant streets in the Bo-Kaap district, the ecological wonders of Penguin Island, and the breathtaking views from the Cape of Good Hope and Table Mountain offered unforgettable introductions to South Africa’s rich tapestry of identities—where skin tones, cultures, languages, and nature coexist in harmony.

Corporate Visits and Fieldwork

During the exchange, students visited nearly ten companies across various sectors. These included Webuycar, a second-hand car platform co-founded by entrepreneurs of different ethnic backgrounds; DHL, a logistics powerhouse that ensures efficient urban supply chains; and 9 Miles, a surf school that blends business with social responsibility. Through on-site observations, direct conversations, and continuous inquiry, the students gained deeper insights into how diverse markets operate. Additional exposure through the ICP (International Consulting Project) and presentations by alumni entrepreneurs offered a closer look at how the new generation of South African innovators are building bridges between local roots and global reach.

Integration and Reflection

Group discussions held under the sunset skies of the Atlantic and interactions with local communities at bustling markets became moments of learning and self-reflection. From the "Table of the Gods" at Table Mountain to the symbolic geographic turning point at the Cape of Good Hope, this journey served as a profound classroom—where students explored the intricate connections between culture and commerce, history and the present.

A Journey That Inspires

This was more than an academic exchange—it was a journey of self-discovery, cultural understanding, and global vision. emlyon business school remains committed to encouraging students to step beyond the classroom and into the world, where real-life experiences shape responsible and globally-minded makers.

Applications for the 2026 intake of MSc programs are expected to open in October!