As Ghana pushes for industrialization and youth employment, some industry players in the technical and vocational education training field are advocating for the right policies and digital marketing strategies to bridge technical expertise and economic prosperity.

Experts say the country risks missing out on the full benefits if digital marketing is not integrated into training.

The Akenten Appiah Menkah University of Skills Training and Entrepreneurial Development (AAMUSTED) with its partners have initiated a Digital Marketing program to empower educators in emerging marketing strategies to promote TVET.

At workshops, training centers, and vocational schools across Ghana, students are learning and honing their skills in carpentry, automobile, fashion, and other fields.

But in an era where customers are increasingly online, many of these young trainees lack the tools to market their craft digitally.

Industry analysts warn that without digital marketing knowledge, thousands of skilled graduates may struggle to compete in the global marketplace.

The ‘DigiMarkt’ program by the AAMUSTED seeks to empower training providers and learners to enhance ther digital reading and entrepreneurship for TVET.

The 2-year project will support participants with modern digital skills, improve the employability of TVET learners, establish a digital marketing laboratory and strengthen the resilience of TVET providers to meet demands.

Project coordinator at the university, Prof Yarhands Dissou-Arthur, highlighted the courses to be undertaken during the project implementation.

“DigiMarkt will introduce innovative teaching tools, online pedagogies, and cutting-edge digital technologies that will not only enhance learning but also equip the youth to practicalize technical and vocational education,” he noted.

Experts believe government investment in digital training infrastructure, teacher capacity, and policy frameworks will empower technical graduates to transform their skills into sustainable businesses.

The project is co-founded by the European Union and implemented in partnership with the Steinbeis Beratungszentrum, the Slovak University of Agriculture, the Bolgatanga Technical University and Cape coast Technical University.

Vice Chancellor of AAMUSTED, Prof. Frederick Kwaku Sarfo, says the objective of the project aligns with the mandate of the university in making students competitive on the global market.

“Our mandate is to train students to become teachers in skills training and entrepreneurship. By bridging TVET and digital transformation, DigiMarkt provides a unique opportunity to position Ghana’s workforce for global competitiveness,” he noted.