Utilizing digital media in branding TVET training

With the aim to promote the image of TVET, the “Content marketing and branding in TVET” training took place in Thua Thien Hue from 7 to 9 December with the participation of PR focal points from eleven colleges nationwide. It is an activity within the framework of the Programme “Reform of Technical and Vocational Education and Training (TVET) in Viet Nam” – on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ) implemented by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH.

The training focused on Content marketing and Branding 4.0 with key skills such as establishing a digital ecosystem in enrollment and branding communication, developing long- and short-term communication strategies and producing digital media products.  

With these new skills, teachers can now modify communication products or create new ones based on the focus of enrollment every year as well as realistic conditions and resources of their college then utilize different platforms in their digital ecosystem to reach students and the public. 

Throughout the training sessions, the teachers also discussed about communication activities that have been implemented in each college with the trainer of the Programme. Many teachers shared their enthusiasm that, despite having to balancing between communication activities and their main workload as teachers or managers, they always tried make every effort in every activity. 

As most of the teachers learned about communication and branding on their own, their communication plans were mostly based on the operation plan of their college. However, branding activities need to be executed methodically, with long-term planning and daily implementation to effectively change public’s perception of their college and the TVET system in general. 

Therefore, through this training, the teachers are equipped with not only essential branding skills but also a strategic approach when planning and executing communication activities. Every statistic, information, image, touchpoint and experience of students, parents, teachers… will then become invaluable materials for them to make use of when promoting the image of their college and its training occupations. 

“I am now aware that my school and TVET colleges in general have certain advantages such as rich traditions, modern infrastructure, skilled and enthusiastic teachers, or training occupations that are in great demand in the labor market. Our “products” are skilled young workers who can adapt to the international working environment and learn new skills quickly… Those are the strengths that can contribute to our college branding”, shared Mr. Le Hai Dien – a PR focal point from Vietnamese – Germany Technical College of Ha Tinh.    

The Programme “Reform of Technical and Vocational Education and Training (TVET) in Viet Nam” – on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ) iplemented by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH in cooperation with the Vietnamese Directorate of Vocational Education and Training (DVET), aims to make TVET in Viet Nam better aligned to the changing world of work which is increasingly green and digital. 

Regarding communication, the Programme focuses on enhancing staff capacity at partner colleges to promote marketing, enrollment communication and internal communication. Thereby, TVET colleges can enhance their image, attract new students to pursue technical occupations, and increase the number of TVET trainees in Vietnam. Since 2018, the Programme has implemented different trainings focused on a variety of skills including writing, photography, video recording, livestream, digital marketing, and PR. 

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