Q&A with Prof Rodney Duffett

As he prepares to deliver his inaugural professorial lecture, Prof Rodney Duffet reflects on a journey defined not only by academic achievement, but by the people who made it meaningful. From research and teaching to mentorship and collaboration, he shares his milestones, his passion for marketing and the legacy he hopes to leave. Ilse Fredericks spoke to him ahead of this milestone moment.

“I hope that I have contributed to developing hard-working, competent, and ethical marketing professionals and scholars. I strive to make learning practical and industry-relevant so that students can succeed in real-world environments and become lifelong learners.” - Prof Rodney Duffett

As you prepare to deliver your inaugural professorial address, what does this milestone represent to you personally and professionally?

Professionally, the inaugural professorial address represents over two decades of teaching, research, mentorship and collaboration within the university, the wider academic community and the marketing/advertising industry. It is an opportunity to reflect on how my work has evolved alongside the rapid and continuous digital marketing transformation, from early social media platforms to the current artificial intelligence and generative technologies.

Personally, I wish to thank my supportive colleagues, dedicated students and institution for the encouragement and for being part of my journey. However, observing many of my students grow in confidence, contribute to knowledge and succeed in their careers has been one of the most rewarding aspects of my academic career. This milestone not only celebrates my personal achievements, but also those who have walked alongside me and made noteworthy contributions to this journey.

What is the message you hope to convey with your inaugural address?

The main message of my inaugural professorial address is that the digital marketing landscape is continually evolving, and teachers, lecturers, researchers and practitioners must evolve with it. Over the years, my research has explored how young consumers engage with social media, online advertising, mobile commerce, influencers and, more recently, AI-driven marketing tools.

I hope to emphasise the importance of equipping students with analytical, practical and ethical skills to navigate this changing environment. Digital marketing should not only advance knowledge and support organisations but also contribute positively to society. Ultimately, our collective responsibility is to deepen understanding, reduce risk, support smaller organisations and enhance meaningful, ethical consumer engagement.

What attracted you to the field of marketing?

Marketing offers a unique blend of creativity, strategy, analytics and real-world application. My passion for marketing, especially advertising and integrated marketing communication, developed early in my academic career when my students engaged with advertising agencies through job shadowing. This small project resulted in numerous work-integrated learning projects, which provided my students with real work experience, internships, employment opportunities and many other opportunities. The practical connection between theory and industry has been a constant source of motivation, which has remained central to my teaching and research ever since. I have always been interested in how marketing communication influences consumer attitudes, and how digital media advancement impacts behavioural responses.

What have been your main career highlights?

Each Ad Hominem promotion was a highlight, viz. senior lecturer (2012), associate professor (2018), and full professor (2025). Receiving an NRF C2 research rating in 2024 was another highlight.

Other scholarly highlights include: winner of the Faculty of Business and Management Sciences (FBMS) (2008, 2014, & 2023) and CPUT (2015) teaching excellence awards; winner of the Business Faculty departmental community engagement non-funded award (2012); winner of CPUT Silver (2015 & 2024) and bronze (2018) research award for publications; winner of the FBMS researcher of the year (2021 & 2023) and department of the year (2021 & 2024); completing my doctorate (2015); Emerald Literati awards for highly commended papers (2015 & 2018) and outstanding reviewer (2022), and serving as a mentor and on the organising committee of the Sisonke Supervision Mentorship Programme (2022–2025). These recognitions reflect my long-term commitment to innovative and practical teaching approaches, as well as to research and developing emerging researchers.

One of my publications has received over a thousand citations, and a number of others have received hundreds, which demonstrates the global relevance of this work. Equally important has been building strong industry partnerships that have resulted in many internships, bursaries and employment opportunities for students, which is our ultimate goal as educators, especially when some of these graduates pay it forward by sending me opportunities to pass on to my current students and alumni.

What legacy do you hope to leave through your teaching, mentorship, and research contributions?

I hope that I have contributed to developing hard-working, competent, and ethical marketing professionals and scholars. I strive to make learning practical and industry-relevant so that students can succeed in real-world environments and become lifelong learners.

I aim to continue growing postgraduate supervision, strengthening research output and mentoring the next generation of academics. Ultimately, my legacy should be measured by the success of my students and graduates. It brings me immense joy to see former students thriving locally and internationally and knowing that I played a small role in their journey.

Written by CPUT News
Email: news@cput.ac.za