DATE: April 1-4, 2025 |
Venue: Online Mode |
Type: In Country Program |
ORGANIZERS: Colombo Plan Staff College (CPSC), Philippines, andCouncil for Technical Education and Vocational Training (CTEVT) |
Background
Technical and Vocational Education and Training (TVET) is essential in preparing people with the practical skills and competencies required for the labor market, promoting economic development, and combating unemployment. Nevertheless, even though it is crucial, TVET has been viewed as a second choice to the conventional academic route, resulting in misconceptions regarding its worth and significance. Branding and image building for TVET are necessary to redefine these perceptions, emphasize its importance, and draw in more students, employers, and stakeholders. Successful branding entails the development of a positive narrative about TVET, focusing on its capacity to deliver employable skills, innovation, and sustainable development. It also involves the promotion of success stories, industry partnerships, career progression, and entrepreneurship opportunities.
In Nepal, where unemployment and underemployment among young people remaiin significant challenges, TVET can empower individuals with workplace skills that reflect market needs. However, despite its potential value, TVET in Nepal has often suffered from low profile and image problems. Its characterization as a secondary alternative to conventional academic options has resulted in low participation levels and minimal popular appeal. Addressing these weaknesses requires strong image-building and brand-building efforts, which can elevate TVET from a mere viable option to a respected, aspirational education choice for young people, their parents, and employers.
Branding TVET in Nepal entails establishing a positive narrative showcasing its relevance, accessibility, and career success potential. This encompasses the promotion of success stories from TVET graduates who achieved gainful employment or established their ventures. Framing TVET programs as practical, experiential, and industry-relevant can also change perceptions. Furthermore, integration with private sector stakeholders, industry leaders, and government departments may increase the popularity and acceptability of TVET institutions. TVET can then be branded as a stepping stone to entrepreneurship, innovation, and sustainable employment opportunities, especially for industries such as agriculture, construction, tourism, and technology, which are key to Nepal's economic development.
Image-building for TVET also involves addressing systemic problems like outdated curricula, poor facilities, and insufficient awareness campaigns. Upgrading facilities, integrating digital technology, and providing nationally and internationally recognized certifications can enhance the quality and attractiveness of TVET programs. Public awareness campaigns through media, community outreach, and career guidance can counter negative perceptions and emphasize the wide range of opportunities available through TVET. By rebranding TVET as a contemporary and progressive education system, Nepal will be able to realize its potential to fuel inclusive growth, alleviate poverty, and equip its youth with the necessary skills to compete in an increasingly dynamic global economy.
The Colombo Plan Staff College (CPSC), an intergovernmental organization, has played an important role in enhancing TVET systems in the Asia-Pacific region. Through capacity building, curriculum development, and industry linkage initiatives, CPSC has helped improve the quality and relevance of Nepalese TVET programs. One of the most significant contributions of this cooperation is branding and image-building efforts to elevate the status of TVET in Nepal. By leveraging CPSC’s technical support, Nepal seeks to build a compelling narrative about TVET and how it empowers individuals, meets labor market needs, and supports national development goals.
Objectives
The main objectives of the program are to:
- Discuss and share ideas on branding and image building in TVET programs among the youths.
- Identify challenges, analyze methods to attract interest in TVET, and explore possible ways to move forward.
- Create an institutional TVET branding plan.
- Develop strategic plan for image building through Brand Concept Management (BCM).
- Understand the industry’s perspectives on image building.
Expected Outputs and Outcomes
The expected outputs of the program are:
- Good practices and lessons learned using SWOT analysis.
- Understanding on the industry’s perspectives on image building and the development of an Institutional TVET Branding Plan
- Integration of marketing, Brand Concept Management (BCM) and Strategic Plan on image building.
Theme Papers & Presentations
Special Lecture: Blue Ocean Strategy for Branding and Image Building of TVET
Theme Paper 1: Introduction to Branding and Brand Concept Management
- An overview of branding and brand concept management.
Theme Paper 2: Understanding Branding in TVET Context
- Key elements of a strong brand: identify, image, and reputation.
Theme Paper 3: Strategic Planning for Brand Building
- Importance of strategic planning in branding
- Linking branding into the institution’s strategic goals.
Theme Paper 4: Developing a Branding Strategy
- SWOT Analysis for Institution’s brand.
- Identifying target audiences and stakeholders.
Theme Paper 5: Developing a Marketing TVET Institutions
- Role of marketing in brand building.
- Key marketing channel: digital, traditional, and community engagement.
Theme Paper 6: Image Building for TVET Institutions
- Setting marketing objectives aligned with branding goals.
- Budgeting and resource allocation for marketing activities.
Theme Paper 7: Monitoring and Evaluating Branding Efforts
- Key performance indicators (KPIs) for branding success.
- Tools for tracking and evaluating branding and marketing efforts.
Task Exercises and Workshops
- Task Exercise: Developing a Branding Strategy
- Workshop 1: Crafting a Branding Strategic Plan
- Workshop 2: Integrating Branding and Marketing Plans
Participants' Profile
This in-country program is designed for principals, vice principals, technical officers, and administrative officers of the CTVET system, and educational practitioners related to the TVET Authority.
Date and Venue
The four-day online in-country program will be held from April 1-4, 2025.
Facilities Requirements
To conduct the program smoothly, the following facilities are required:
- Laptop computers (preferably participants to bring their laptop)
- Internet Connection (LAN/WAN)
- Audio and Video Equipment
- Multimedia Projector and Projection Screen
- Zoom virtual meeting room.
Program Management and Resource Persons
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Program Schedule
