Prof Ayesha Bevan-Dye delivers her inaugural lecture

Dumile Mlambo -- Thu, 12/01/2016 - 15:10

Prof Ayesha Bevan-Dye delivers her inaugural lecture

Prof Ayesha Bevan-Dye has joined a group of prestige academics within the School of Economic Sciences within the Faculty of Economic Sciences and Information Technology on the Vaal Triangle Campus of the North-West University (NWU) when she recently delivered her inaugural lecture. 

The lecture entitled: "Profiling the Generation Y cohort" was aimed at unpacking the various characteristics of generational differences.

According to Prof Bevan-Dye her intention with this lecture was to stimulate discussion on the conceptualisation of generational theory and the emergence of an increasingly globalised Generation Y cohort. “In this lecture, I outline factors that have shaped the Generation Y cohort and their consequent characteristics, with particular reference to the South African Generation Y cohort”, she said in her opening remarks.

More about Prof Bevan-Dye and her career

Prof Bevan-Dye is a well-established and recognised researcher with keen interest in the fields of generational studies, consumer psychology, cyber psychology and marketing.

Born and raised in the Vaal Triangle, Prof Bevan-Dye married her husband, Greg, in 2001.

She holds a National Diploma and National Higher Diploma in Marketing (Vaal University of Technology), a BCom majoring in Industrial Psychology (UNISA), an MBA (Heriot-Watt University, Edinburgh, UK), and a MCom and PhD in Marketing (North-West University).

She started her academic career at VUT, first as a lecturer and later as a senior lecturer in Marketing, where she worked for 20 years. In 2010, she was appointed as an Associate Professor in the School of Economic Sciences at the Vaal Triangle Campus, where she was tasked with promoting research within the School. The following year she started the ProGenY niche research group that is dedicated to profiling the consumer psychology of South Africa’s Generation Y cohort. Prof Bevan-Dye has authored several national and international accredited publications and conference papers, and has successfully supervised over twenty master and doctoral students.

The lecture was attended by staff and students from the Faculty and distinguished guests from other institutions of higher learning. Also in attendance was Prof Frikkie Van Niekerk, Vice-Principal and Deputy Vice-Chancellor: Research and Innovation who said that an inaugural lectures represents an important event for any member of academia and it should be celebrated and applauded.