Bemarkingsbeplanning van technikons in die Republiek van Suid-Afrika

Abstract

A historical survey of the development of technical education in South Africa was given in chapter two. At present there are twelve technikons in the RSA. In terms of the Act for Advanced Technical Education (Act 40 of 1967) they were declared 'Tertiary Education Institutions' with the specific purpose of providing advanced technical education and training. The establishment of technical education in South Africa occurred as a result of changing economic needs at the turn of the cen,tury. A purposeful marketing effort was and is necessary in order to allow this type of education its legitimate place next to old and well established educational structures. To enable technikons to grow in student numbers and donations, a business economical exposition indicating the four following marketing opportunities, is presented with the aid of a Bouma Chart: • market penetration; market development; product development; and diversification. In this regard, the public relations department has a very important role in creating the correct climate for marketing strategies and marketing opportunities. To establish the involvement and exposure of technikon personnel to the technikon's actual target market, for example, employers, schools, donors and the general public, the following groups have been identified: all lectures at residential technikons in the RSA; a member of the top management at each of the twelve technikons; personnel of the public relations department at every technikon. The empirical method was used to gain the necessary information. In the course of implementing a marketing plan the following recommendations are made: lecturers should extend their involvement in the community; internal and external liaison by top management should be encouraged; more logistic support regarding marketing should be given to the public relations department. The implementation of a marketing plan for technikons, as proposed in the dissertation, can now be implemented in the framework of every technikon's internal and external environment.