#Women@Mandela - “I believe that in academia, we are all leaders, whether we're standing in front of a class, guiding a department, or supervising a student, we are in a position to make a difference and influence others.
Professor Marlé van Eyk has been with the Department of Marketing Management for the past 13 years and is a proud alumnus of Mandela University, with all her qualifications from this institution.
“Every interaction is an opportunity to influence, uplift, and shape the culture around us. We set the tone for the class, and we also promote what we see as acceptable. That is important to me …. “, Prof Van Eyk says.
A mentor once told her: ‘What you accept, you promote.’ That stayed with her and made her reflect on her own non-negotiables in terms of behaviour and values. “For me, respect stands out, respect for people’s time, input, expertise, and our differences”.
Prof Van Eyk lectures and supervises undergraduate and postgraduate students across departments and faculties, including Tourism and Construction Management, and she is currently contributing to several collaborative research projects, focusing on political branding and experience marketing.
Both Marketing and Tourism are ultimately about people, understanding them, connecting with them, and creating experiences that matter.
“What excites me most about Marketing is its ability to shape how people see the world. It’s not just about selling a product, service or experience; it’s about telling a story, solving real-world problems, helping brands grow in meaningful ways, and the way we position a message to resonate with a specific audience. The field is constantly evolving and offers opportunities to be both creative and strategic.”
One of her favourite modules to teach is International Marketing. For the past 10 years, she has been a guest professor for this module at a university in Germany, where the students are mostly working professionals, making for insightful discussions and real-world applications.
“What I enjoy most is bringing those international examples and experiences back to MandelaUni and sharing them with our students here, offering a comparative perspective that enriches classroom learning.
“Likewise, I also enjoy showcasing the uniqueness of South Africa to the international students abroad. In marketing, we often refer to the concept of the "self-reference criterion," which reminds us that no culture is superior, just different. Once you understand and appreciate those differences, you're better equipped to communicate effectively and meet the actual needs and wants of your target audience across borders.”
Her most favourite time of the academic year is definitely graduation. It is a privilege to sit on stage and watch not only the faces of the graduates, but also those of the families and supporters who have come to witness the event, she says.
“When a graduate walks across the stage, it is a privilege to observe the pride and joy expressed on the faces of parents, family, and friends, along with everything that accompanies it. It is fulfilling to think that, hopefully, you are part of their life story.”
Prof Van Eyk deeply values the power of community and support; no one grows or leads in isolation. “We are all still becoming, constantly evolving through our experiences, challenges, and interactions”.
Having a strong support structure around her, colleagues, mentors, friends, and family, makes a real difference in how she navigates both personal and professional spaces. “These are the people who offer honest, constructive feedback, who celebrate my wins, challenge my thinking, and walk beside me during uncertain times.”
Prof Van Eyk found the Universities South Africa's Higher Education Leadership and Management (HELM)’s Woman in Leadership programme particularly valuable as a safe and collaborative space in shaping her leadership style. She enjoyed the support structures built from the peer groups that provided not just encouragement, but perspective and accountability— the latter which she finds invaluable on any learning journey.
Her advice for Woman’s month: “Let’s remember to be kind to ourselves and invest in self-care, not just physically, but emotionally and spiritually too. We are all a work in progress, and that's perfectly okay”.