The marketing of public FET colleges in South Africa: issues for policy and practice
SOURCE: Journal of Education
OUTPUT TYPE: Journal Article
PUBLICATION YEAR: 2008
TITLE AUTHOR(S): S.Akoojee, S.McGrath
KEYWORDS: FURTHER EDUCATION & TRAINING (FET), FURTHER EDUCATION & TRAINING (FET) COLLEGES, MARKETING
DEPARTMENT: Equitable Education and Economies (IED)
Print: HSRC Library: shelf number 5760
HANDLE: 20.500.11910/9119
URI: http://hdl.handle.net/20.500.11910/9119
OUTPUT TYPE: Journal Article
PUBLICATION YEAR: 2008
TITLE AUTHOR(S): S.Akoojee, S.McGrath
KEYWORDS: FURTHER EDUCATION & TRAINING (FET), FURTHER EDUCATION & TRAINING (FET) COLLEGES, MARKETING
DEPARTMENT: Equitable Education and Economies (IED)
Print: HSRC Library: shelf number 5760
HANDLE: 20.500.11910/9119
URI: http://hdl.handle.net/20.500.11910/9119
If you would like to obtain a copy of this Research Output, please contact Hanlie Baudin at researchoutputs@hsrc.ac.za.
Abstract
This paper considers the rising trend of introducing marketing practices into public education through the lens of South African further education and training colleges. It provides a review of the international literature on 'for-profit' and 'non-profit' marketing of products and services. It examines some of the key aspects that need to be considered in an education and training context for an effective, appropriate and relevant marketing and communication function to be established. In particular, the potential and limitations of concepts used in both the for-profit and non-profit contexts are re-examined together with some important insights into the existing literature on marketing in a post-school higher and further education context. It illustrates the conceptual complexity of using 'for-profit' notions in a 'non-profit' education context in light of the public purpose mandate of public sector institutions charged with a national development responsibility. It offers not only an alternative conceptual basis for establishment of marketing and communication functions in the South African Further Education and Training College context, but provides a discussion of its use in this context. It suggests that this discussion is of wider salience for those concerned with public education in South Africa.-
Related Research Outputs:
- Socio-economic profile of further education & training colleges
- Further education and training institutions and communities at work: case studies of five community college models
- A situational analysis of FET institutions in Mpumalanga
- A situational analysis of FET institutions in the North West Province
- The state of the South African further education and training college sector
- A future curriculum mandate for further education and training colleges: recognising intermediate knowledge and skill
- Some methodological notes on assessing VET/FET reform
- Move aside TVET, here comes FET!
- Community colleges in South Africa: towards an inclusive and vibrant further eduation and training: phase one report
- Monitoring and evaluation of DANIDA support to education and skills development (SESD) programme: second formative impact assessment, May
- For the purposes of assessing impact seven key variables or dimensions were identified in which improvements at the college level are likely to result in better education or better employability of learners
- Reviewing the development of the South African further education and training college sector ten years after the end of apartheid
- FET colleges set to become 'first choice' to skill youth
- Marketing and communication units at FET colleges: an appraisal
- Building FET college responsiveness: the role of linkages and programmes units
- Towards a framework for organising academic support to improve student success in FET colleges
- The emergence of marketing and communications strategy in South African further education and training colleges
- Further education and training colleges
- FET college lecturers: the 'devolving' link in the South African skills development equation
- Skills development for poverty reduction: can FET colleges deliver?