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Lack Of Exchange Value In African Languages For The Marketing Of Technical Colleges In South Africa

Author

Listed:
  • Ntokozo Gregory ZULU

    (Mangosuthu University of Technology, Durban, South Africa)

  • Sandiso NGCOBO

    (Mangosuthu University of Technology, Durban, South Africa)

Abstract

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.

Suggested Citation

  • Ntokozo Gregory ZULU & Sandiso NGCOBO, 2023. "Lack Of Exchange Value In African Languages For The Marketing Of Technical Colleges In South Africa," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(4), pages 5-19, December.
    • Handle: RePEc:rom:bemann:v:13:y:2023:i:4:p:5-19
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    References listed on IDEAS

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    1. Shahid Abrar-ul-Hassan, 2021. "Linguistic Capital in the University and the Hegemony of English: Medieval Origins and Future Directions," SAGE Open, , vol. 11(2), pages 21582440211, June.
    2. Sebola, Mokoko Piet, 2022. "The role of Technical Vocational Education and Training Colleges (TVET) in higher education teaching: a higher education provided at basic education standard," EUREKA: Social and Humanities, Scientific Route OÜ, issue 1, pages 50-57.
    3. Matthew Adekunle Abioro & Samuel Abimbola Odunlami, 2021. "Implication Of Product Branding On Customer’S Patronage In The Nigerian Consumer Goods Industry," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(2), pages 5-18, June.
    4. Anna Krizanova & George Lăzăroiu & Lubica Gajanova & Jana Kliestikova & Margareta Nadanyiova & Dominika Moravcikova, 2019. "The Effectiveness of Marketing Communication and Importance of Its Evaluation in an Online Environment," Sustainability, MDPI, vol. 11(24), pages 1-19, December.
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