LACK OF EXCHANGE VALUE IN AFRICAN LANGUAGES FOR THE MARKETING OF TECHNICAL COLLEGES IN SOUTH AFRICA

Ntokozo Gregory Zulu () and Sandiso Ngcobo ()
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Ntokozo Gregory Zulu: Mangosuthu University of Technology, Durban, South Africa
Sandiso Ngcobo: Mangosuthu University of Technology, Durban, South Africa

Business Excellence and Management, 2023, vol. 13, issue 4, 5-19

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.

Keywords: African languages; communication; linguistic capital; marketing; transformation JEL codes: (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:rom:bemann:v:13:y:2023:i:4:p:5-19

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