When Sindisiwe Kubeka walks across the graduation stage this May, she will do so not only as a graduating student, but as a seasoned professional whose academic journey reflects a commitment to lifelong learning and leadership.

Kubeka, who is Head of Marketing and Communications in the University of Pretoria’s (UP) Faculty of Health Sciences, has completed a master’s in Strategic Communication Management. Her academic path began in Meyerton, where her early fascination with communication and linguistics shaped her educational choices. Her interest in journalism prompted her to launch a school newspaper, demonstrating her initiative from a young age. This interest continued throughout her tertiary education, resulting in her obtaining a degree in Communication Science and a BCom (Hons) in Marketing Management.

“I chose UP for my master’s because of its strong academic reputation and the calibre of the strategic communication programme,” Kubeka says. “The blend of theory and real-world application was exactly what I needed as I moved into more senior leadership roles.”

Her research explored the link between digital literacy and the employability of healthcare graduates, an increasingly critical topic as digital transformation continues to reshape the health sector. Her findings offer insights for both academic institutions and employers in designing curriculum and recruitment strategies that are aligned with the evolving demands of the sector.

Balancing full-time employment with rigorous academic commitments presented significant challenges. 

“It required discipline, time management and intentional planning,” she reflects. “What helped was that much of the coursework was directly relevant to challenges I was addressing in the workplace. That made the experience deeply rewarding. This integration made the study immediately relevant and allowed me to apply theoretical insights directly to projects I was managing.”

UP’s support systems played a crucial role in her success. Kubeka credits her academic supervisor, Professor Wesley Rosslyn-Smith, for structured guidance and insight, and acknowledges her then line manager, Prof Tiaan de Jager, for his consistent support throughout her studies.

“Having both academic and workplace mentors made a huge difference in staying on track and maintaining momentum,” she says.

Now, as a master’s graduate, Kubeka brings a more robust approach to her role, strengthening internal communications, refining stakeholder engagement and enhancing the faculty’s brand positioning. 

“I now approach my work with a more strategic lens, whether it’s positioning the faculty’s brand, managing reputational risks or aligning our messaging with broader university objectives. It has also helped me to improve stakeholder engagement, internal communication processes and how we measure the impact of our communication initiatives.”

As she reflects on her journey, Kubeka is mindful of the legacy and sacrifices that shaped her path. 

“This achievement is not mine alone. I stand on the shoulders of my parents, who never had the opportunity to study or reach the academic spaces I now occupy, but who instilled in me the discipline to study and the ability to see the world through a different lens. I also honour my grandfather, who fought so that I could enjoy the freedoms he was denied. I truly represent my ancestors’ wildest dreams.”

For colleagues who are considering a similar path, Kubeka advises approaching their studies with intention, structure and compassion. 

“When your qualification is purpose-driven, the motivation to keep going despite the demands becomes much stronger,” she says.