TVET stakeholders call on gov’t to prioritise digital marketing for learners
By Rebecca Okine
Industry players in the technical and vocational education and training (TVET) sector are calling on government to prioritise digital marketing integration in training, warning that Ghana risks losing out on the full benefits of technical expertise if learners are not equipped with modern marketing tools.
The call comes as the Akenten Appiah-Menka University of Skills Training and Entrepreneurial Development (AAMUSTED), in collaboration with its partners, launches the DigiMarkt programme, a two-year initiative aimed at equipping TVET educators and students with advanced digital marketing skills.
Under the project, workshops and training sessions will be rolled out across vocational schools and training centres in fields such as carpentry, automobile engineering and fashion.
While many trainees excel in technical skills, industry analysts caution that without digital marketing know-how, thousands of graduates may struggle to compete in today’s technology-driven marketplace.
The DigiMarkt programme seeks to address this gap by supporting TVET providers and learners with modern digital tools, entrepreneurship training and access to a new digital marketing laboratory.
It is also expected to build the resilience of TVET institutions, improve employability and foster innovation in teaching methods.
Project Coordinator, Prof Yarhands Dissou-Arthur, said the initiative will introduce innovative pedagogies and cutting-edge technologies to transform TVET delivery.
“DigiMarkt will not only enhance learning but also equip the youth to practicalise their training in real-world business environments,” he explained.
The project, co-funded by the European Union, is being implemented in partnership with Steinbeis Beratungszentrum in Germany, the Slovak University of Agriculture, Bolgatanga Technical University and Cape Coast Technical University.
Vice Chancellor of AAMUSTED, Prof Frederick Kwaku Sarfo, noted that the programme aligns with the university’s mandate to prepare graduates for global competitiveness.
