These are hard times for secondary vocational education. Leaders of the new school reform movement do not give it high priority. They assume that it is separate from general education, has little educational value, and should be replaced by a predominantly academic curriculum. Vocational education continues to compete against others in the arena of education for a shrinking student population and scare resources.
Vocational education is mostly for high school kids who dont plan to go to college.
Groups that benefit most from vocational education include students not going to college, adults who need job skills, and students with disabilities. Generally, adults and youth have heard of vocational education, but they have no clear idea of what it is. A trend noted by AVA's Techniques has been accelerating since 1992. Five years ago, the magazine noted that at least 15 states had changed the name of their vocational education system within the previous 3 years and that in many more instances school districts had changed the names of vocational centers or programs. This ERIC Digest gives a brief overview of strategic marketing and how it can build a stronger image for vocational education.