Durban University of Technology (DUT) officially launched the ENVISION2030 Living Values Framework, comprising five core values: transparency, honesty, integrity, respect and accountability. These values are underpinned by the principles of fairness, professionalism, commitment, compassion and excellence. DUT Marketing, Public Relations and Events intern, Russel Zikhali recently engaged in a conversation with Dr Elvis Madondo, Lecturer in the Department of Public Relations Management at DUT, to delve deeper into the Living Values Framework and ENVISION2030.
Q: Kindly tell me about your role at DUT?
A: “I am a lecturer in the Department of Public Relations Management. I collaborate closely with both colleagues and students to advance our shared objectives. I integrate entrepreneurial principles into the curriculum through innovative teaching methodologies, including Project-Based Learning and Design Thinking in Practice, to foster practical skills and creative problem-solving.
Q: How long have you been a member of the DUT family?
A: “ DUT has been a true second home for me, starting from my arrival in 2011 to pursue a Diploma in Management Sciences (Marketing), and extending through the completion of my PhD in 2018. Since 2019, I have had the honour of serving as a lecturer, a position I have embraced and continue to hold to this day.”
Q: Amongst the mentioned ENVISION2030 Living Values and Principles, which one do you mostly associate with and why?
A: “Having been a devoted christian from a young age, I find that I resonate most with the values of honesty and integrity, which are also foundational principles in both the ubuntu philosophy and christian teachings. I propose that we either incorporate ubuntu as one of our core values or introduce it as the 11th value, thereby emphasising the African essence of our values and acknowledging the significance of communal harmony and mutual respect in our organisational culture.”
Q: What are your views on the DUT tagline: Creative, Distinctive, Impactful?
A: “This is exceptionally relevant and impactful for positioning the institution within the current technological revolution, which demands distinctive individuals who are both creative and capable of making significant contributions to society, the economy, and industry.”
Q: How are you planning to keep abreast with the ENVISION2030 Living Values Framework?
A: “To embody these values in every interaction with stakeholders and consistently present an impression that reflects these principles at all times.”
Q: What is the one thing that most people do not know about you?
A: “Only a few people are aware that I served as a High School teacher for Economics and Business Studies from 2008 to 2010, during which I consistently achieved a pass rate exceeding 95% in the final national examinations, a standard of excellence I continue to strive for today.”
Q: In your opinion, how will the ENVISION2030 Living Values Framework benefit DUT?
A: “I believe this is an essential component of internal branding, allowing people to genuinely reflect the true essence of DUT from within.”
Q: What do you like to do in your spare time?
A”I have a passion for traveling and exploring new destinations, and I firmly believe in the significance of local tourism. At the same time, I find profound fulfilment in attending church and worshiping the Creator.”
Q: How do you plan to make a positive impact at DUT?
A: “I aim to cultivate a robust network of international colleagues, institutions, and industries to foster collaboration on diverse projects. I believe that engaging on a global scale will not only showcase our achievements but also provide valuable opportunities to learn from the successes of others.”
Q: What is your daily motivation?
A: My past experiences serve as a powerful impetus for me to redefine my narrative. While I did not begin from a place of comfort, I am now in the process of crafting a new and supportive environment for myself.”
Q: What are your future goals at DUT?
A: “I aspire to see DUT’s name ascend consistently in rankings and in public perception, as its rise mirrors my own journey. Having been associated with DUT for over 13 years, I feel a profound sense of identification with the institution.”
Q: If you were granted one wish, what would it be?
A: “While I am profoundly thankful for the fulfilment of most of my aspirations, I recognise that personal growth and development are essential for me to achieve a more significant impact.”
