Beyond the Reengineering of Polytechnics into Technical Universities in Ghana: A Model of Marketing the Offering!

Abstract

The purpose of the current study is to develop a model for the marketing of technical university education in Ghana. The study based its analysis on 10Ps of a marketing mix which includes: programme, price, place, promotion, processes, people, practicality, prospect, proof of performance and postentrepreneurship. These elements of the marketing mix were supported by the resource based view, human capital theory and the marketing mix concept. The review of literature and analysis showed that the 10Ps are critical and practical elements for the marketing of technical university as they help identify the unique areas of the offering that give technical education sustainable competitive advantage. The primary recommendations of the study were that technical university education must not be indiscriminately established if it should have a powerful influence on national development. Finally, the process should be gradual and be based on a polytechnic institution’s readiness.