ERIC Number: ED422495
Record Type: Non-Journal
Publication Date: 1998
Reference Count: N/A
Vocational Education's Image for the 21st Century. ERIC Digest.
Catri, Deborah Bingham
Because of its pervasive "image problem," vocational education (VE) is not being given high priority by leaders of the new vocational education school reform movement and it is being forced to compete against others in the arena of education for a shrinking student population and scarce resources. Like other service industries, VE has much to gain from capitalizing on the benefits of a comprehensive marketing approach. For a number of years, marketing professionals have urged vocational educators to get serious about image building. Among their suggestions for marketing VE are the following: work to position VE as the leader in occupational training; develop a very aggressive marketing campaign with major messages that change present perceptions; emphasize VE's role as a viable alternative that can in fact lead to completion of an undergraduate degree; replace occasional bursts of marketing with strategic marketing planning conducted on a regular, long-term basis; and keep strategic marketing plans fluid. Marketing has a major role to play in developing a positive response to VE. Regardless of the level or specific VE institution involved, the basic marketing approach remains the same: it requires an internal marketing effort, strategic plan, and fully committed administration. (Contains 12 references.) (MN)
Descriptors: Attitude Change, Community Attitudes, Educational Attitudes, Marketing, Postsecondary Education, Public Opinion, Public Relations, Secondary Education, Strategic Planning, Vocational Education
ERIC Clearinghouse on Adult, Career, and Vocational Education, Center on Education and Training for Employment, College of Education, The Ohio State University, 1900 Kenny Road, Columbus, OH 43210-1090.
Publication Type: ERIC Publications; ERIC Digests in Full Text
Education Level: N/A
Sponsor: Office of Educational Research and Improvement (ED), Washington, DC.
Authoring Institution: ERIC Clearinghouse on Adult, Career, and Vocational Education, Columbus, OH.