In an era where innovation drives economic growth and entrepreneurial thinking is prized across industries, AFDA’s Bachelor of Commerce (BCom) in Business Innovation and Entrepreneurship has emerged as a standout academic programme that equips graduates with the skills to create, launch and scale real‑world ventures. Designed to bridge traditional business training with creativity and technology, the qualification is gaining recognition for producing graduates who are prepared for the demands of a 21st‑century economy.
Since its inception in 2016, the undergraduate degree has produced over 300 successful graduates, achieving an impressive 98% graduation rate. This BCom degree has also witnessed the creation of 32 innovative startups, all ideated in the final year and assessed for feasibility and profitability by seasoned entrepreneurs.
A Future‑Focused, Project‑Led Degree
AFDA’s BCom degree is structured around project‑based learning, where students work collaboratively to build start‑ups, explore digital innovation and solve real market challenges. Over three years of full‑time study, learners are immersed in:
Entrepreneurial strategy and market research
Pitching business concepts to simulated investors and client focus groups
Tech prototyping using emerging tools such as Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR) and Artificial Intelligence (AI).
This hands‑on approach ensures students understand business theory and can apply it to develop monetisable ideas and start‑up ventures.
By the final year, many students progress beyond theoretical exercises to operating their own lean start‑ups, benefiting from mentorship and to take viable business models into the market.
Innovation and Industry Recognition
The impact of the programme extends beyond student outcomes to institutional recognition on the national and international stage. In 2024, Tebogo Motaung, Head of Progamme of the BCom Innovation and Entrepreneurship programme, won the Leader in Innovation of the Year Award, a prestigious accolade that highlights the leadership role of AFDA’s business school in fostering entrepreneurial talent and creative thinkers.
This award honours individual achievement and underscores the programme’s broader commitment to innovation in education, aligning with global trends that value creativity, adaptability and enterprise.
A Growing Creative Economy and Alumni Network
AFDA itself has a long and celebrated history as South Africa’s No1 School for the Creative Economy, shaping talent across film, media, performance and business. With a network of more than 8 000 alumni working across industries globally, the institution continues to expand its academic footprint, including the recent announcement of a new campus in Hatfield, Pretoria, to further broaden access to its programmes.
While much of AFDA’s reputation has been built through creative arts and media success, the integration of entrepreneurial training into its curriculum reflects a strategic response to the needs of South Africa’s growing creative and business ecosystems. AFDA students emerge with business ideas, industry networks and practical experience that help them thrive in competitive environments.
What This Means for Students and the Economy
As the global economy becomes more dynamic and interconnected, the value of entrepreneurial education continues to rise. Graduates of AFDA’s BCom programme enter the workforce armed with academic knowledge and with tangible projects, technology skills and the confidence to lead innovation, whether as founders of start‑ups or leaders within established organisations.
“It is a privilege and honour leading such a dynamic undergraduate degree. My mission is to ensure the students reach greater heights continuously creating and developing future proof businesses after graduation which not only bridge the digital gap in South Africa but solve the biggest challenge we are facing…youth unemployment!” says AFDA Johannesburg Vice Dean and School of Business Innovation and Technology (BIT) Head of Programme, Tebogo Motaung.
For South Africa, where entrepreneurship and innovation are key drivers of job creation and economic resilience, programmes like AFDA’s BCom in Innovation and Entrepreneurship are helping to build a new generation of business leaders ready to shape the future.