The EdUP project team hosted a professional discussion on the topic, “A Marketing Approach to Expanding Educational Opportunities in Vocational Education Institutions.” During the event, they also presented a methodological guide titled “Labor Market Navigator.”
This document is designed to assist vocational education institutions in independently analyzing the labor market and adapting their educational programs to meet its demands. The modern labor market is dynamic and highly competitive, which is particularly evident in the field of professional training.
The pilot project that inspired the recommendations was implemented in the Chernihiv region, involving three VEIs. With the support of experts from Soloviov Consulting, representatives from these institutions conducted an analysis of the local labor market to identify which courses would be in demand. This process included gathering data from open sources, conducting interviews with businesses, and engaging potential consumers of educational services.
The primary goal of the event was to initiate a discussion on integrating marketing approaches into the development of educational services. To scale the results of the pilot study, the EdUP team sought feedback and insights from colleagues representing other international technical assistance projects, employers, educators, and trade unions.
Notably, the marketing approach, as a modern management tool, is already being actively implemented in vocational education institutions in the Rivne region. Valentyna Bondarchuk, head of the educational and methodological center of the Rivne Regional State Administration’s Department of Education and Science, shared her experience in conducting similar studies and emphasized the importance of such activities in improving the effectiveness of educational institutions.
Participants also discussed issues related to the organizational capacity of VET schools, the necessity of mastering marketing tools, and the potential for integrating market-oriented approaches into the vocational education system.
In conclusion, participants agreed that adopting marketing approaches would enhance the alignment of educational programs with the needs of the modern labor market.
The “Labor Market Navigator” received positive feedback and was recognized as an innovative tool that strengthens the connection between vocational education and Ukraine’s economy.
