Magazine article Techniques

Marketing Change and Opportunity

Magazine article Techniques

Marketing Change and Opportunity

Article excerpt

FOR CAREER AND TECHNICAL EDUCATION, THE GLOBALIZATION OF the American economy is a challenge and an opportunity. Rapid-fire changes in employers' requirements mean that we must work to understand those changes, communicate those changes to parents and students, and update our curriculum to reflect those changes.

As career and technical educators, we have no choice but to take on these challenges. Doing so creates the best opportunities for our students and enables us to successfully market career and technical education to parents and potential students. How do we proceed in our marketing efforts?

First, we must understand the current labor market; both on a local and national level. That means gathering data from chambers of commerce, state departments of labor, and the U.S. Department of Labor.

Then, we need to find out what employers are seeking in new employees. What kind of skills do they require for their businesses to be successful? Their answers will guide us in designing our programs. And we must go further and recruit our business partners to join us in talking to parents and students about career paths.

Finally, we know how crucial it is for our students to become lifelong learners, continually improving their skills. That requires us, as educators, to work hand-in-hand with institutions of higher education so that our high school students receive more dual credits for their courses.

As the National Governors' Association says, "The jobs of the 21st century require more sophisticated skills and knowledge. …

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