The development of effective promotional strategies to market public FET/Technical Colleges in the Eastern Cape Province

• Main Author: Gaika, Nandipha Gloria
• Format: Others
• Language: English
• Published: Port Elizabeth Technikon 2002
• Subjects: Universities and colleges > South Africa > Business Management; Marketing research > South Africa
• Online Access: http://hdl.handle.net/10948/d1006191

Education is a powerful and pervasive agent of change. Therefore, it is the key to unlock the doors to development and modernisation. Currently, business and communities knowledge very little about what the FET/Technical College is offering and its importance to the society as whole. Therefore there is a great need to market the technical sector so that the community is knowledgeable about the FET/Technical Colleges. The research conducted focuses on which promotional strategies are effective in marketing the FET Colleges. In order to make technical college students marketable it is necessary to market the institutions effectively so that all the stakeholders can be aware of what technical colleges can offer. Because of high competition in this industry, it is of vital importance not to be out-marketed by competitors by keeping abreast of new trends in promotional strategies. In order to obtain more relevant information about promotional strategies a literature study was conducted to develop a questionnaire to survey the importance of promotional strategies and determine which promotional strategies are being used by the FET Colleges. The East-London, Queenstown and Ezibeleni Public FET Colleges form the respondents. From each college five academic staff, two management members and five students formed the respondents. Community members, business community members, the Department of Education and the Department of Labour representatives were also included in the sample from each of the selected FET Colleges. The findings of the survey revealed the high level of agreement in terms of the importance of the promotional strategies identified in the literature study with the exception of some promotional strategies, which were identified as not compatible with the FET target market. The study recommended that further research be done on a larger sample size focusing on particular stakeholders eg. students of the FET Colleges in a specific area.