Achieving career results for young people
A Kent TEC case study

Page 1: Introduction

This case study shows how successful marketing planning can be used by Training and Enterprise Councils to help young people achieve the career results they deserve. Many young people in the past have not achieved their full potential because they lacked a clear understanding of career opportunities available to them. However, with a well-focused marketing strategy, it should be possible to...
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Page 2: External influences

Kent TEC has very tight Government targets to meet. In 1997, the Kent Forum for Lifetime Learning set out a Learning Strategy for Kent which includes plans for everyone from nursery education to learning for the retired. This Learning Strategy complements Kent’s economic strategy, which is designed to increase the competitiveness of Kent firms and to raise the Gross Domestic Product (GDP) of...
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Page 3: The marketing plan

Kent TEC has created a marketing plan that promotes learning opportunities to help young people develop the sorts of modern skills now in demand. Firms are looking for skills that will help to increase productivity and add more value to products. Firms benefiting from these advantages will be able to secure competitive advantage leading to economic growth and development. To create this circle...
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Page 4: Targeting markets

Size The size of the potential TEC programme market is estimated at approximately 38,000 young people. Approximately 36% are registered for TEC programmes (13,680). Companies employing between 25 and 200 staff account for 33% of Kent’s employment. Those employing over 200 account for 29% of the workforce. The remaining 92% of companies, with fewer than 25 employees, provide 38% of total...
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Page 5: Marketing plan in practice

We can see how the marketing plans work in practice by examining the plan for just one of the target audiences e.g. Year 11 pupils. The plan sets out the key issues relating to the target audience, the objectives that need to be worked towards, the strategies that will be employed, the key milestones during the year and the activities that must be carried out to ensure that the objectives are met...
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Page 6: Conclusion

The skills that employers need in a modern economy are not the same as they were ten years ago. This is because we live in a dynamic economy. Part of the job of organisations like Kent TEC is to identify the skills that employers require and help young people develop these skills. The more skills that young people have, the better. Young people need to learn to think for themselves and be...
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