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Syntony applied to Cape Technikon student recruitment
Author(s)
Myers, Mary Magdalene
Date Issued
2001
Type
Thesis
Publisher
Cape Technikon
Abstract
The pressing need at tertiary institutions in South Africa and, it is
believed internationally, is to apply creative ways of recruiting students. The
purpose of this research was to explore the effectiveness of social messaging
in a multimedia recruitment tool designed for secondary school learners being
recruited at a technikon in the greater Cape Town area. The proposed
research was not designed to evaluate current recruitment methods, but
rather to investigate the potential of an altemative method to recruit both the
traditional and nontraditional student at a tertiary institution.
A sample of five schools in the Cape Town Metropolitan area were
used for this study.These schools represented a cultural and academic mix,
looking at learners from both advantaged and disadvantaged backgrounds.
The method used for this research was firstly a presentation of the CD-ROM
at the Media Laboratory in the then School of Management, Cape Technikon,
which was followed by focus group interviews two weeks later at the same
schools.
An interactive CD-ROM - The Cape Technikon - Tools to empower
your future was created to recruit a multicultural student population, but more
specifically to recruit the traditional and nontraditional student to the Cape
Technikon. The CD-ROM, being both educational and entertaining, addressed
aspects of creating a bond, an affiliation between the student and the
institution and to enhance the notion of observational learning through role
models in order to encourage decision-making.
The data was codified according to the various categories of the
Syntony Filter Matrix Grid. The results suggest that there is a need for student
recruitment to be conducted sensitively, taking cognisance of cultural
backgrounds and identities, mother tongue, and role modeling. The notion of
syntony ought to play an important role in student recruitment at the Cape
Technikon.
believed internationally, is to apply creative ways of recruiting students. The
purpose of this research was to explore the effectiveness of social messaging
in a multimedia recruitment tool designed for secondary school learners being
recruited at a technikon in the greater Cape Town area. The proposed
research was not designed to evaluate current recruitment methods, but
rather to investigate the potential of an altemative method to recruit both the
traditional and nontraditional student at a tertiary institution.
A sample of five schools in the Cape Town Metropolitan area were
used for this study.These schools represented a cultural and academic mix,
looking at learners from both advantaged and disadvantaged backgrounds.
The method used for this research was firstly a presentation of the CD-ROM
at the Media Laboratory in the then School of Management, Cape Technikon,
which was followed by focus group interviews two weeks later at the same
schools.
An interactive CD-ROM - The Cape Technikon - Tools to empower
your future was created to recruit a multicultural student population, but more
specifically to recruit the traditional and nontraditional student to the Cape
Technikon. The CD-ROM, being both educational and entertaining, addressed
aspects of creating a bond, an affiliation between the student and the
institution and to enhance the notion of observational learning through role
models in order to encourage decision-making.
The data was codified according to the various categories of the
Syntony Filter Matrix Grid. The results suggest that there is a need for student
recruitment to be conducted sensitively, taking cognisance of cultural
backgrounds and identities, mother tongue, and role modeling. The notion of
syntony ought to play an important role in student recruitment at the Cape
Technikon.
Additional information
Thesis (MTech (Public relations management))--Cape Technikon, Cape Town, 2001
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