For Professor Alistair Mokoena, education is not just a personal pursuit but a calling rooted in family tradition. Coming from a lineage of teachers: parents, grandparents, aunts, and uncles, it was almost inevitable that he would embrace a life dedicated to learning, teaching and service.
“I strongly believe that those who have had the fortune of being educated have a duty to teach others and to use their knowledge for the betterment of society,” he reflects.
Professor Alistair Mokoena has added a Doctor of Business Administration (DBA) degree from the University of KwaZulu-Natal’s Graduate School of Business and Leadership to his growing list of academic achievements.
His qualifications include a Bachelor of Commerce (BCom) and a Bachelor of Laws (LLB) from Rhodes University; Management Development and Executive Development Programmes from the University of Cape Town (UCT) Graduate School of Business; a Master of Business Administration (MBA) from the Management College of Southern Africa (MANCOSA); and a Doctor of Philosophy (PhD) from the North-West University (NWU) Business School.
His philosophy of lifelong learning was captured in his book Servings of Self-Mastery – featured in Exclusive Books’ prestigious HomeBru campaign in 2024, where he writes, “One should be a student of life and a student for life.” This principle has been the compass guiding his professional and academic path.
Mokoena deliberately split his career into two parts: the first dedicated to learning and corporate leadership, and the second to teaching and giving back. His professional journey includes leadership roles at some of the most respected names in business, among them Unilever, SABMiller, Absa, FCB, Ogilvy South Africa, and Google South Africa, where he held executive leadership positions, including Country Director.
“After 28 years in corporate, I chose to focus on sharing knowledge,” he says. Today, he is an Associate Professor at NWU Business School, teaching Marketing and International Business, while also serving as a member of the Council at the University of Johannesburg.
His global recognition as a scholar has seen him lecture at prestigious institutions such as Harvard and the University of Oxford’s Saïd Business School. Nationally, he has also served as a guest lecturer at several universities, including delivering an interactive lecture to the UKZN community.
Over the years, Mokoena has published extensively: books, journal articles, conference papers, and book chapters while also supervising postgraduate students. His DBA thesis at UKZN entitled: ‘Towards a TOE-based Framework for Understanding Awareness of Marketing Automation in South African Impact Tech Startups’, addresses the survival challenges of start-ups working towards the United Nations’ Sustainable Development Goals. His findings reveal that awareness of marketing automation significantly improves the success rates of these start-ups, which are vital for job creation, food security and environmental sustainability.
Education, mentorship, and community development remain at the heart of Mokoena’s work. In 2024, he launched the Alistair Mokoena Education Fund at Rhodes University, North-West University, and the University of Johannesburg to assist students in financial need. He also runs the Johnny Magwegwe Mokoena Football Foundation in Ga-Rankuwa, which nurtures grassroots football talent and steers youth away from social ills. “I know that I will not stop researching, publishing, and teaching for as long as I live,” he says with conviction. His guiding scripture, Luke 12:48 “To whom much is given, much shall be expected” – a verse that remains his anchor.
Words: Lungile Ngubelanga
Photograph: Sethu Dlamini