The qualifications that matter most for this century are ostensibly related to the demonstrated mastery of essential compet encies referred to as soft skills . Studying academic content ought not to be the goal but rather the means for developing these soft skills. Accordingly, in today ’ s globalised world, what matters is no longer how much you know, but what you can do with wha t you know. Unfortunately, systematic formal teaching and the assessment of soft skills in the classroom is quite rare in most cases. This paper draws several findings, mainly from e xploratory content analysis as corroborated with thematic analysis of semi

structured in

depth interview responses extracted from eight university lecturers and then transcribed verbatim.// Paper ID 36