This research examined the existing marketing and communication policy of Thekwini TVET College with the aim of improving the implementation of the policy. The study emphasized that the implementation of the policy should be a realistic integration with the projects of the Department of Higher Education and Training (DHET).
INTRODUCTION
BACKGROUND TO THE STUDY
For VET colleges to achieve this, they would require a consistent marketing and communication policy that is well understood and continuously monitored. As one of the public VET colleges in South Africa, Thekwini TVET College is also expected to have an effective marketing and communication policy.
PROBLEM STATEMENT
Implementation of the policy would also require adequate human, technological and financial resources. Through this study, Thekwini TVET College could also discern the views of internal stakeholders and their role in policy implementation and effectiveness.
RESEARCH QUESTIONS
Main question
Mudzanani (2018:5) states that the marketing of the education sector in the current competitive environment has become an indispensable managerial function without which an educational organization cannot survive. According to the Heher Commission of Inquiry, which was tasked with investigating the governance process in the higher education sector, the environmental challenges of the sector range from governance and management aspects to financing and accountability, including infrastructure and equipment (Moloi & Adelowotan, 2019:1).
Sub-questions
This research therefore examines the existing marketing and communication policy of Thekwini TVET College with the aim of proposing improvements for the implementation of that policy.
RESEARCH OBJECTIVES
Main research objective
Sub objectives
RESEARCH METHODOLOGY
This study would create awareness about the marketing-communication policy that should be implemented by the College of Education and Training. Thematic analysis was used in this study because the study analyzed marketing communication policy.
STRUCTURE OF DISSERTATION
A transformative paradigm was used as a world view because it concerns marketing and communication activities that the college wants to engage in. The pattern of activities that the TVET College undertakes was reviewed to examine their perspective on marketing and the focus of the communication policy.
CONCLUSION
INTRODUCTION
LEGISLATIVE FRAMEWORK SUPPORTING TVET SECTOR
- Constitutional imperatives relating to the TVET sector
- White Paper on Post-School Education, 2013
- Further Education and Training Colleges Act, 2006
- South African Qualifications Authority Act, 58 of 1995
- National Qualifications Framework Act, 67 of 2008
- Promotion of Access to Information Act, 2 of 2000
- National Policy Development Framework, 2020
- Definition of public policy
- Factors that influence public policy
- Marketing of public policies
Through the development and implementation of a Marketing and Communication Policy, VET colleges must respond to the requirements of this law. This section provides an in-depth discussion of the Marketing and Communication Policy as a public policy initiative in relation to VET colleges.
PUBLIC POLICY IMPLEMENTATION
TVET colleges should also have a proper plan for implementing policies to ensure that fruitless expenditure is avoided. Continuous assessment on the progress should be done to obtain feedback on the progress and results of implementation. This should be part of quality assurance for monitoring and evaluation of the policy implementation.
THEORETICAL FRAMEWORK AND POLICY IMPLEMENTATION IN A TVET
- Content
- Context
- Commitment
- Capacity
- Client and coalition
- Communication
- Coordination
Line managers responsible for implementing the policy must be committed to ensuring that the intended objectives of marketing and communication are realised. All stakeholders (external and internal), as beneficiaries of the Marketing and Communication Policy, must support the implementation of the policy and become positively involved in its implementation. The communication method used to communicate the policy will have a major impact on the effective implementation of the policy.
CONCLUSION
According to Burger (2015:94) in Mobobela, coordination is the most important tool to ensure the success of policy implementation. Coordination plays a crucial role because if all variables such as content, context, commitment, capacity, clients and coalitions and communication are set, and no one is willing to coordinate, then the resulting effect is that poor policy implementation can be partially experienced. . Molobela emphasizes the importance of coordination as a variable that is referred to be developed and used, while it embodies in an organization as a means to induce a desired behavior in the implementation of policies.
INTRODUCTION
OVERVIEW OF TECHNICAL AND VOCATIONAL EDUCATION AND TRAINING . 22
- Africa’s overview of the TVET sector: Continental perspective
- National perspective on the South African TVET sector
- Provincial perspectives on the TVET colleges: Focus on KwaZulu-Natal
- Thekwini TVET College overview
The strategy aims to provide strong support in improving policies and systems for TVET colleges. The major structural, curricular and institutional changes that the TVET colleges have experienced since 2000 (Buthelezi poses further challenges in this regard. As one of the nine public TVET colleges in KwaZulu-Natal, Thekwini TVET College exists as a result of the amalgamation of three former technical colleges and one teaching college.
FUNCTION OF THEKWINI TVET COLLEGES
CHALLENGES FACING TVET COLLEGES
- Infrastructure
- Programme offerings
- National Student Financial Aid Scheme instability and funding
- Competency of lecturers
- Industry involvement
- Leadership and governance
- Risk management in TVET Colleges
Lack of support for the program and skepticism from graduates has resulted in a loss of confidence in TVET colleges as providers contributing to the country's skills development agenda. NSFAS allowances for transport and accommodation are considered to be the main reason behind the spate of ongoing student unrest in TVET colleges. Buthelezi says there is diversity in terms of social background, educational qualifications and historical background of lecturers at TVET colleges.
IMPROVING SERVICE DELIVERY THROUGH COMMUNICATION
- Purpose
- General Principles
- Terminology
- Scope of Application
- Governing prescript
- Policy provisions relating to the TVET sector
- Quality Assurance in vocational education
Thekwini TVET College has a Marketing and Communications Policy which is divided into sub-topics in terms of policy provision. Manages the College's brand to create and maintain a positive image of the College, both internally and externally; and. This policy applies to all Thekwini TVET College staff, students and stakeholders with whom the College engages, in relation to communications, public relations and marketing activities carried out on behalf of the College.
CONCLUSION
School Connection: Provide schools with timely, accurate, clear, objective, and complete information about your policies, programs, services, and initiatives to promote the college and facilitate student enrollment. Advertising: Provide guidance regarding the planning, placement and evaluation of advertising used by the College to effectively promote the courses, courses and services offered by the College to the corporate market, prospective students, local communities and other stakeholders. Internal and external communication: Ensure that communication between the College and all its internal stakeholders is well-coordinated, effectively managed and responsive to their diverse information needs.
INTRODUCTION
RESEARCH DESIGN
- Quantitative research
- Qualitative research
- Mixed method research
- Research design adopted in study
Each of these methods has a different approach to how data is analyzed in research. The aim was to investigate how the Marketing and Communications Policy could be implemented more effectively. The researcher assessed the context of information on perceptions of how the Marketing and Communication Policy is implemented in the College.
RESEARCH STRATEGIES
Grounded theory is the data the researcher collects and uses when theories on a given topic are few and need development; that is, when there is a need to create new thoughts and argumentation models about the topic. Based on the questions the study aimed to answer, the case study was the most appropriate. The researcher obtained information through those who are actively involved with Thekwini TVET College Marketing and Communication Unit.
RESEARCH PARADIGMS
The data is collected from interviews, field notes of observations, archival data and biographical data.
STUDY SITE
TARGET POPULATION
SAMPLING STRATEGIES
Probability Sampling
Non-probability sampling
DATA COLLECTION METHODS
Interviews
Documents and archives
Voice and audio recording
DATA QUALITY CONTROL
- Credibility
- Dependability
- Transferability
- Conformability
The researcher spent considerable time observing the activities of Thekwini TVET College in implementing the current marketing and communication policy. In this study, the researcher used information from Thekwini TVET College documents as part of the research data. The researcher also audited the research process, documented all raw data, and evaluated the data analysis methods used in the study.
DATA ANALYSIS
ETHICAL CONSIDERATIONS
- Participant informed consent
- Ensuring no harm to participants
- Ensuring privacy and confidentiality
- Ensuring anonymity of participants
- Gatekeeper’s letter of permission
- Limitation of the study
The researcher ensured that the findings of the research were presented in a manner that did not reveal the participants' personal information. Rule and John say that the researcher should not compromise the independence of the participants. The study was carried out using a small qualitative approach to gauge the effectiveness of the current Marketing and Communication Policy at Thekwini TVET College in particular, and in the relevant sector in general.
CONCLUSION
The researcher obtained appropriate consent from the principal of Thekwini TVET College through a gatekeeper letter of permission to access information related to the research study. As part of the secondary literature review for support and qualitative study, only information for public use and considered to be in the public domain was used. Generalizability is somewhat compromised by the small sample and scope used in this study.
INTRODUCTION
Objective One: The role of Marketing and Communication Policy in improving service
- Understanding the role of the Marketing and Communication Policy
- Marketing and Communication Policy’s contribution to service delivery
- Alignment of policies from national, to provincial, to college level
- Encouraging good service delivery
- Mechanisms to review the Marketing and Communication Policy
- The role of management in Marketing and Communication Policy
It was also emphasized that the Marketing and Communication Policy should clarify the university's marketing strategy. The Marketing and Communication Department within Thekwini TVET College plays no part in determining the programs the college should offer. Similarly, the marketing and communication structure works from national to regional and then to college level.
Objective Two: Requirements for the implementation of the Marketing and Communication
- Human capacity required for the effective implementation of the Marketing and
- Contribution of internal stakeholders in policy implementation
- Resources required for effective policy implementation
- Policy implementation process
At Thekwini TVET College, it is difficult for other internal stakeholders to contribute to the successful implementation of the Marketing and Communication Policy because they do not know anything about it. A collaborative approach is recommended by management where other units collaborate with the Marketing and Communications unit in the implementation of policies. The Marketing and Communications Manager draws up a strategy and operational plan together with her supervisor, the Deputy Head: Corporate.
Objective Three: Risks involved in policy implementation
Uncovering the risks
The implementation of the plan is reported monthly to the senior management team of the university. The lack of understanding and misinterpretation of policies related to the College was a further concern.
Risks identification process
Risks mitigation
CONCLUSION
INTRODUCTION
CONCLUSION
RECOMMENDATIONS
- Overly optimistic expectations
- Implementation within the legislative framework for effective governance
- Inadequate collaborative policy-making
- Following national imperatives in a political cycle
- Policy Content
- Policy Context
- Policy Commitment
- Policy Capacity
- Policy Clients and Coalition
- Policy Communication
- Policy coordination
With the implementation of the marketing and communication policy, there should be a realistic integration with the DHET's strategic intent, mandate and projects. The formulation of the Marketing and Communications Policy should not be done in isolation from other Thekwini TVET College policies. There should be commitment at all levels from all stakeholders for the marketing and communication policy to be implemented.
CONCLUDING REMARKS
A Policy Perspective on Thekwini Technical and Vocational Education and Training Marketing and Communication Policy. How Marketing and Communication Policy Implementation Contributes to Improving Service Delivery at eThekwini TVET College. What are the prerequisites for effective implementation of marketing and communication policy at eThekwini TVET College.
