Despite graduating for the fourth time, brand and advertising specialist and radio 702 weekend music presenter Phushaza Sibiya said his recent academic achievement “hit the depth of his soul” in a way no other graduation had before. Sibiya walked the stage at IIE-Vega Pretoria’s recent graduation ceremony to receive his IIE Master of Commerce in Strategic Brand Leadership (Distance) - cum laude.
He was one of 187 students – including 26 from IIE-Vega’s Online Centre – graduating through the Independent Institute of Education (The IIE). IIE-Vega is an educational brand of The IIE.
“I opted to graduate at IIE-Vega Pretoria where I met my lecturer, Dr Wilhelm Neuland (Deputy Dean of Brand Management at IIE-Vega), in person for the first time. He read out an overview of my research paper and in that moment I just wanted to cry. It was such a surreal experience. He placed emphasis on the fact that I completed my Master’s and that I had done so with distinction. As I walked across the stage, the crowd went wild and I thought to myself, ‘What is happening?’,” Sibiya recalled.
Phushaza Sibiya recently celebrated his fourth, and most meaningful, graduation. He walked the stage at IIE-Vega Pretoria’s graduation ceremony to receive his IIE Master of Commerce in Strategic Brand Leadership (Distance) - cum laude.
“People congratulated me as I walked back to my seat and when I sat down, that’s when it hit me. I felt an overall sense of pride. Of all my graduations, this one touched me deeply. I understood how hard I had worked and the sacrifices I had made. Dr Wilhelm recently asked me if it had sunk in. I told him that I didn’t want it to because I’ve been guilty of not appreciating what I have in the moment. I always rushed on to the next goal. This time, I’m really trying to bask in it”.
Sibiya’s dissertation titled “The Influence of Digital Radio on the Brand Equity of Commercial Radio Stations in South Africa”, explored the impact of digital transformation on the local radio industry. By delving into the perceptions of South African listeners and their experiences with digital radio, the study not only highlights the strategic importance of digital radio for commercial stations but also offers sound recommendations to enhance brand equity by aligning radio offerings with the diverse lifestyles of listeners.
Sibiya already holds a National Diploma in Marketing Management, a Communication Science degree and an Honours in Business Management. “Choosing to study my Master’s through IIE-Vega was easy. I’ve always wanted to study here and IIE qualifications allows you to specialise. Personally, IIE-Vega gave me my confidence back. I returned to radio in August last year and I’m now able to apply what I’ve learnt in both my corporate role and on radio, which gives me an edge. We were taught to question and not have blind faith”.
He credits Dr Neuland as a major influence on his academic and professional journey. “He made a huge impact. He taught us to know our work because when you walk into a room to present, someone might know more than you and might even ask a question you’ve never considered. He encouraged us to read as much as possible and cover all our corners. He also said, ‘Don’t take your foot off the accelerator’, and that stuck with me”.
Sibiya admitted that juggling full time work and postgraduate study was not easy. He approached his time with intention and discipline. He informed his family about his academic commitment so that he could count on their support. “I started most days at 5am – even on weekends. During my first year, I had online classes twice a week from 6pm. On weekends, I studied from 8am to 2pm, took a break and then again from 6 to 7pm,” he explained.
“I made sure I had a clear headspace. It wasn’t always perfect – I definitely had moments where I felt overwhelmed and wanted to quit. But I always came back to my why. I wanted to study, and I wanted to study at IIE-Vega”.
He also highlighted the importance of access to lecturers. “I could set up meetings whenever I needed clarity – especially while doing my research. My research lecturer, Dr Tish Taylor, went above and beyond. I appreciated research because of her. It made all the difference. I don’t think I would’ve done as well without the support of many of the lecturers. They were so generous with their time”.
His advice to anyone considering studying while working? “Make sure you have a reason – your why – and be honest with yourself on what you can manage. Don’t just do it because someone else is. You’ll need to make sacrifices and you’ll need your family and friends on board. Be realistic, but also know that in the end, the hard work and the sacrifices will be worth it.”
He also highlighted the importance of access to lecturers. “I could set up meetings whenever I needed clarity – especially while doing my research. My research lecturer, Dr Tish Taylor, went above and beyond. I appreciated research because of her. It made all the difference. I don’t think I would’ve done as well without the support of many of the lecturers. They were so generous with their time”.
His advice to anyone considering studying while working? “Make sure you have a reason – your why – and be honest with yourself on what you can manage. Don’t just do it because someone else is. You’ll need to make sacrifices and you’ll need your family and friends on board. Be realistic, but also know that in the end, the hard work and the sacrifices will be worth it.”