From Marketing Psychology to Tesla: Industry Experts Bring Real-Life Insights to Wittenborg

06.11.2026

Guest Speakers Share Industry Expertise with Wittenborg Students

What do a Tesla data engineer, a cognitive psychologist, a retail expert and a market intelligence specialist have in common?

Over the latest academic block, students at Wittenborg had the opportunity to learn from professionals working across a range of industries, as a series of guest lectures and professional development sessions brought real-life perspectives into the classroom.

The block opened with a guest lecture by Wittenborg alumna Parisa Rahimi, a cognitive psychologist and marketing strategist whose session focused on bridging marketing theory and practice. Drawing on her work at FiberCore Europe, Rahimi demonstrated how concepts taught in the classroom can be applied to real business challenges.

Using practical examples, she explored consumer psychology, value proposition theory and tools such as SWOT analysis, CRM systems and Customer Journey Mapping, showing how businesses can better understand customer behaviour and make informed strategic decisions.

Reflecting on the session, Rahimi emphasised the importance of looking beyond products and focusing on the people making purchasing decisions.

"My main message was that marketing theory becomes powerful only when you connect it to how real people make decisions."

She explained that factors such as habit, uncertainty and perceived risk can often influence decisions more than logic alone, particularly in complex business environments where multiple stakeholders are involved.

Rahimi also encouraged active participation throughout the lecture, using discussions and real-world scenarios rather than a traditional one-way presentation.

"More than ten students came to me with questions after the session. They told me the lecture was very interesting for them, and they wanted to continue the conversation."

For Rahimi, returning to Wittenborg as a guest speaker was particularly meaningful.

The guest lecture series continued with Adrian Borggreve, who shared his expertise in conflict management and intercultural management, exploring the challenges and opportunities of working across cultures in today's international business environment.

Students at the Amsterdam study location also welcomed Wittenborg alumna Etumuka Amamize, Associate Data Engineer at Tesla, who reflected on the role research skills have played in her professional journey. Drawing on her own experience, she encouraged students to view their thesis as more than an academic requirement, highlighting how research develops skills such as critical thinking, problem-solving, data analysis and evidence-based decision-making.

The session resonated strongly with themes already discussed in Wittenborg's Research Methods classes. Reflecting on Amamize's visit, Nikita Pahwa, Associate Professor of Applied Sciences, noted that a thesis is often one of the best forms of professional preparation students can undertake.

"A thesis is much more than an academic requirement. It is a training ground for the skills that employers value most."

Pahwa added that writing and defending research helps students develop the confidence to communicate complex ideas, justify decisions with evidence and respond to challenging questions, skills that are equally valuable in interviews, the workplace and the boardroom.

Another returning guest lecturer, Jerry Stam, shared insights from more than two decades in the retail sector. His session examined changing consumer behaviour and the ways digital transformation continues to reshape shopping habits and customer expectations.

Students also heard from Pedro Pires and Mafalda Henriques, who explored how business events can support organisational growth, stakeholder engagement and strategic objectives. Combining expertise in strategy, leadership and communications, they demonstrated how events can help organisations build relationships and create long-term value.

The final guest lecture in the block was delivered by Mikhail Grishchenko, who introduced MBA students to the role of market intelligence in strategic decision-making and examined how organisations can respond to changing market conditions.

Alongside the guest lecture programme, students also participated in a career development workshop led by Nima Sagharichiha, who provided practical guidance on networking, CV and LinkedIn preparation, interview skills and navigating the Dutch labour market.

With one block of guest lectures complete, the next series of guest speakers has already been added to Wittenborg's events calendar, giving students even more opportunities to learn from professionals across a range of fields.