The effectiveness of the language used in the marketing and advertising of selected eThekwini and Elangeni TVET colleges

Abstract

TVET colleges have to overcome the negative views of the prospective students that their marketing strategies are meant to attract. This research offers an approach which focusses specifically on the language used in TVET marketing and the impact which this is likely to have on the prospective students.

The investigation targeted 40 first year students from 2 different TVETs in order to ascertain their responses to the language of the TVET advertisements. The researcher used questionnaires to collect data. . All of the respondents were randomly selected.

The findings of this study show that the targeted audience were not consulted or surveyed; language style did not suit the age and background of the average students it is meant to address; and the marketing strategies did not reach societies such as those in deep rural areas.

The study concludes that TVET marketing strategies are inadequate. TVET management has not interrogated the effectiveness of its marketing strategies. The US model that they adopted does not meet the expectations of the target population.