Advertising Interview South Africa

Raising the bar

At the end of last year, the AAA School of Advertising announced the appointment of Prof Krishna Govender as the new Academic Director. Bizcommunity caught up with him.
Raising the bar

Q: What attracted you to the AAA School of Advertising?

A: I am familiar with the School, and I know the former director as we are from the same broad academic background, that is marketing. A major drawcard was that, despite having worked in public institutions most of my life, in 2013 I joined the Regenesys Business School, which, like the AAA School, is a private institution. While Regenesys is a big school, in contrast to the AAA School, both are private institutions and I am familiar with how this type of institution functions. Lastly, I know that the School belongs to the industry and this gives it a recognition and confidence factor no other institution in this space can claim.

Q: What advantages do you believe you will bring to the academic offering of the institution?

A: I believe that my 36 years of academic experience and knowledge of higher education institutions of learning will add value on a strategic and development level. I am a stickler for quality - it is my background - and the AAA School programmes are built around quality. I look forward to adding value to the programmes and their development, as well as introduce new programmes. I have ample experience in developing programmes at all levels, and getting them accredited by the Council on Higher Education.

Q: How will you encourage the School to explore and innovate?

A: At present the School is a purely undergraduate school. I would like to, in the long run, explore the introduction of post graduate programmes. I believe this would not just elevate the School, but also add value in the industry as there are very limited post graduate options out there at present. However, I say this with caution, as there are academic postgraduate programmes, but I think students pursuing those options are unlikely to enter the industry, but rather opt to remain in academia. I would also like to explore the option of introducing specific courses for people already in industry that are practice orientated offerings.

Q: What innovations would you like to see come about in the school?

A: The School specialises in creativity, something that goes hand in hand with innovation. The industry we serve is also a dynamic one - already we have seen the effects of digital innovations on the industry. For me what informs creativity and innovation is research. I come from a strong research background, which I consider a strength I am bringing to the School. I would like to encourage the students to do research and track developments and trends. This would not only broaden their knowledge, but also, ideally, feed into a post graduate programme. While students currently do undertake research, this is limited to textbook and internet searches - which do not necessarily always get published in recognized journals and other publications.

Q: Do you think that the creative economy is better understood today in terms of choosing it as a career?

A: While we have come in leaps and bounds, we are still on a journey. While young people today are very techno savvy, I do not think this necessarily translates into an understanding of the creative economy, what it entails and the opportunities it offers them career wise. In this regard I believe as a School we need to promote and market ourselves and programmes much more aggressively.

About Prof Krishna Govender

Previously the Global Dean of Regenesys Business School in Sandton, he has an undergraduate degree (B Paed) from the University of Durban-Westville and started his career in 1979 as a high school teacher. He holds several postgraduate degrees, including a B Comm Hons and B Ed (Unisa), a M Comm (UKZN) and PhD (UCT). He has held several senior academic administrative positions both locally and abroad, from Vice-Dean, Deputy Dean, and Executive Dean. He was Rector of the School of Finance and Banking in Kigali, in Rwanda, a post he held through the William Davidson Institute at the University of Michigan. His career spans over 36 years, having started in 1979 as a high school teacher and joined academia in 1986. He is a seasoned academic with over 60 international and national journal publications. He has held professorships at Wits Technikon, UJ; Unisa, UKZN, WDI and Regenesys Business School.

About Danette Breitenbach

Danette Breitenbach is a marketing & media editor at Bizcommunity.com. Previously she freelanced in the marketing and media sector, including for Bizcommunity. She was editor and publisher of AdVantage, the publication that served the marketing, media and advertising industry in southern Africa. She has worked extensively in print media, mainly B2B. She has a Masters in Financial Journalism from Wits.
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