Public sector institutions rarely have marketing plans.
As they are essentially supply driven, they do not feel the need to respond to the market for their goods and services in the same way as private sector organizations.
However, as public (government) institutions are pressured to secure funding beyond government grants, their desire to understand their markets and to develop strategies to promote their services to these markets grows rapidly.
In TVET, most governments have accepted that the equipment and training costs of an effective TVET system are beyond the resources of tax revenue. Most choose to give institutions more freedom to act in the market for training; that is, to generate income within policy guidelines established by government. Partnerships with Industry are also gaining popularity.
Institutions need to develop ways to sustain themselves. This means they need to generate revenue. The revenue may be used to maintain and extend the buildings, enhance staff salaries, provide scholarships to students, procure equipment, develop new programs based on community and industry needs and expand the marketing program.
Objectives of the marketing plan:
1. To effectively reach out to target private groups particularly prospective students and their parents
2. To enhance public acceptance of TVET as a viable option not just for students who can’t make it to academic education
3. To actively involve the industry as a core partner in technical education to make course offerings more relevant to the skills demands of the labour market
4. To generate revenue to maintain and extend facilities, offer incentives to teachers and sustain the institution.
The Market for TVET
As a minimum, a basic marketing plan in TVET education will include: