In this blog I'd like to explore the dynamic between vocational education and training (VET) and university education - in relation to how each are perceived by their individual and shared publics. Namely, I'd like to investigate how brand reputation, history, the media, and even old-fashioned snobbery, may have altered the public's perception, uptake and credibility of these two key post-secondary education types whereby, unfairly or not, graduates of which are generally branded 'tradespeople' or 'professionals'. I wonder how strategic communications might be instrumental in changing these perceived views and improving understanding.
In an environment of uncertain economic times, education, training and employability are key issues for policy makers, industry, the community, families and individuals alike. If the security of Australia's future economic sustainability - through employment and industry - is firmly on the shoulders of the country's youth, and particularly school leavers, to become highly skilled workers, as K Rudd and his Education Revolution would suggest, then might this post-secondary dynamic (divide?) between VET and the sandstone establishments (universities) inhibit any future growth? Are the individual pursuits of universities to attain enhanced reputation over prioritising the production of work-ready and highly skilled graduates damaging the country's economic growth? Or might they be ready for the kind of revolution that is rumoured to bring quadrangles and workshops closer together and see our industry and economy right?
Interesting topic, Caroline. Just another example. Kevin Rudd's minister mark Arbib could not tell the other week between VET, education and employment of youth.
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