Occasional bursts of marketing efforts do not sustain a long-term positive image with customers. Strategic marketing planning must be done on a regular, long-term basis. Marketing plans that make assumptions about the future are usually wrong. Good short-term planning is coming up with an angle or word that differentiates vocational education. Then set up a coherent long-term marketing direction that builds a program to maximize that idea or angle.
Marketing has a major role to play in developing a positive response to vocational education.
It requires an internal marketing effort, a strategic plan, and a fully committed administration. Rather, it must be interwoven into the fabric of the institution. Banach, Banach, and Cassidy. A Vision for Vocational Education. The Marketing of Vocational Education.