LACK OF EXCHANGE VALUE IN AFRICAN LANGUAGES FOR THE MARKETING OF TECHNICAL COLLEGES IN SOUTH AFRICA
| Autor: | Ntokozo Gregory ZULU, Sandiso NGCOBO |
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| Jazyk: | angličtina |
| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | Business Excellence and Management, Vol 13, Iss 4, Pp 5-19 (2023) |
| Druh dokumentu: | article |
| ISSN: | 2248-1354 2668-9219 |
| DOI: | 10.24818/beman/2023.13.4-01 |
| Popis: | Technical, vocational, education and training (TVET) colleges in South Africa struggle to attract and retain adequate prospective students in a competitive environment of the post-schooling sector where they are often the last option. The purpose of this study was to investigate students’ perceptions on the role of language as a communication tool to market TVET colleges brand that seeks to promote entrepreneurial skills that could serve address socio-economic issues in the country. A questionnaire was used to survey 40 purposefully selected first-year students from two colleges. It was found that 96% of participants preferred to maintain the status quo in which English should be used as a language of marketing because of its perceived exchange value compared to African languages. There is a need for educational leaders to operate as change agents by bringing an awareness through practice on the value of African languages in society and the economy. |
| Databáze: | Directory of Open Access Journals |
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