The Institute of Technical Education (ITE) is a provider of career and technical training that equips Singaporeans with the skills needed in tomorrow’s economy. Course offerings include full-time courses as well traineeship programs lasting two to three years long where students can get hands-on experience while learning new things every day through internship placements at local companies that have partnered up with ITE!

ITE’s place in the education system of Singapore.

ITE provides an education system that caters to the needs of various student populations. The courses offered by this institution range from narrow-focused technical training programs for less academically inclined or enthusiastic kids, all the way up through hands-on programs with a focus placed on workplace application ability to reduce difficulty levels even more so than other diploma types would do alone! annual school fees average at $400 per year which is 6 times cheaper than poly diplomas costing $3000.

ITEs place in CET

Such a system has a wide appeal to and serves the needs of upgraders and mid-career switchers that look for low cost, low effort and low payoff (relative to other education options such as poly diplomas and university degrees). It also seems that it doesn’t use CET as a term, and instead calls these CET programmes, part-time programmes, which is more straightforward since people might not immediately resonate with CET objectives or associate them with short-term learning programmes and certificates.

ITE’s call to fame or notable achievements (in their own eyes)
ITE’s marks of success include developing polytechnic-ready students and increasing enrollment for students that would otherwise go to private school or work after secondary school. This is because hope in education as a means of elevating vocational skills to personal and professional success is instrumental for the stakeholders (students, faculty, and public) to reinforce their education system (ie. if students continue believing that if they study hard enough, they can attain a diploma, or if teachers teach with enough passion and hard work, their students will have a brighter future, then they will perpetuate continue doing so). In the same light, the ITE CET programme is
at least, a testament to how well their Nitec and Higher Nitec programmes are
at best, the best government-supported institution for vocational programmes


They have 3 colleges in Singapore, namely ITE College Central, ITE College East and ITE College West.

MOMs CET masterplan objectives

Their objectives are to build deep expertise in the Singapore workforce, with increased involvement by employers in building and valuing skills, enabling individuals to make informed learning and career choices through the improved delivery of education, training, and career guidance and develop a vibrant CET ecosystem with a wide range of high-quality learning opportunities.

To be successful in today’s competitive world, you need to offer something exclusive and valuable. The ITE courses provide this by providing practical skills for real-world use as well as ensuring graduates are globally employable with a solid understanding of industry trends throughout their career path.
The product/certification side focuses on selling outcomes – what customers will get out if they choose to sign up for the programs, whereas the other involves more lifestyle advertising which suggests that a shorter time and commitment period is needed to complete the programme compared to other routes of education.

While CET is for everyone, the people who are interested in ITEs CET are primarily motivated by:
Getting a cert to qualify for something (practical)
Wanting to get better at a subject (passion)

The cliche about ITE being the last resort of choice if you’re looking to get an education has been around since time immemorial. But with PC culture in full swing, this sentiment remained prevalent due primarily because people value degrees over diplomas or Nitecs–workplaces pay more accordingly; they also prefer those who have them (even though there may be fewer job prospects). Course admission standards are lower for these types of campuses which means entry-level positions will seem more accessible.

Target Audience

We’ll be focusing our marketing efforts on four groups of target audiences – young alumni, working adults mid-career adults and silver-generation learners or rejoiners.

Young Alumni

This group of the target audiences we choose are generally below the age of 30. They have either just graduated from ITE or a couple of years before. They owned a Nitec or Higher Nitec certificate and often face the same type of discrimination and perception of their aptitude, work ethic and intelligence. They’re newly into their careers in entry-level skills jobs across various industries, from hospitality to IT, engineering and media. Roles such as public relations are usually more appealing to females and engineering/science-based roles are usually male-dominated. Job roles are constantly evolving, which means that to maintain happiness and success at work, this group of target audience often evaluate the jobs they have before moving on or improving their careers within companies–giving themselves 6 months of margin in case something better comes along.

They are typically conservative about their spending habits but big on investing in professional growth. They want to get promoted faster and earn more, while also being financially independent so they can avoid pressure from studying just for the sake of finishing an education without any benefits or purpose behind it. They would rather study what they want, and if it applies to their jobs.
They hope to develop an edge to be competitive without a diploma or degree and be able to show their ability for growth and potential through certificates and course achievement.

Young Working Adults

The demographics of this target audience are similar to the young alumnus but include those that graduated with private education, diploma and degree because vocational skills can be for everyone.

Their motivations are similar to that of young alumni except that they are looking for an education to upgrade or learn a second area of expertise. They would be interested to invest time into professional development and would often pursue learning as a type of leisure.

Mid Career Adults

This group of the target audience has a high level of education and expertise, which helps them to maintain their career stability in the industry. They also enjoy work-life balance with financial prospects for success as well. Staying competitive within their industry or organization while also maintaining high levels of self-confidence that come from knowing how well they perform at any given time based on what kind of professional training they had so far would be their recipe for success.

Their motivation comes from being able to introduce a healthy hobby that will break up the monotony or challenge them. They also hope, through education and a lifelong learning process of respecting themselves as well as others around them; they can prove themselves worthy enough for a better tomorrow by having strong fundamentals about what it means in today’s world (setting a good example). Lastly developing an edge which could help with getting self-help when needed.

Silver Generation Learners and Rejoiners

This group of the target audience is similar to the mid-career adults, but the only difference is that this target audience only seeks education as a means of keeping up with the latest skills that they need for the job, as well as with their peers to stand out.

For this group of the target audience, their motivations will be similar to that of mid-career adults.

Even before the current crisis, changing technologies and new ways of working were disrupting jobs. However, Covid-19 have a part to play in fast-tracking it resulting in making upskilling a top priority for getting ready for the workforce of the future. Older workers and mid-careerists will now require to work hard to learn new in-demand skills to stay relevant in the workforce and older workforces recognise that digitalisation is driving down costs, resulting in higher demand for them to upskills in digital transformation for a future-ready workforce.

Nearly eight out of ten people believe that automation will put jobs at risk in the future, but most are ready to learn new skills or retrain themselves if they’re currently employed.
The Covid-19 pandemic has resulted not only in demographic shifts with many technological breakthroughs like rapid urbanization across countries worldwide. ; It’s also caused anxiety among those who fear for their long-term employment prospects as well because about 60% think there’ll be fewer stable full-time jobs available soon enough. On top of that, 37% of them are worried about automation, which would also eventually put their jobs at risk.

Re-skilling and upskilling trends in Singapore
Some concerns of Singaporeans include the subsidies of the course, suitability of the course, achievement of their desired goals and what skills are most sought after. The views on reskilling and upskilling oneself for the future are diverse, with 55% feeling prepared to adapt as norms change. 19 per cent want a switch in career or industry while 16%, fear that they might lose their job due to redundancy

Our funnel approach

We’ll be focusing our efforts on display and social media to make sure we reach as many people as possible. Display channels like Google’s Network or Gmail Sponsored Promotions allow us to do demographic targeting (based on age), affinity & in-market audiences based on ITE’s needs. We can also use these platforms for keyword research because of their ability to show contextually relevant ads tailored specifically toward what people were searching for when someone clicked them.

For our social efforts, we will be focusing on Facebook, Instagram and linked in as the main channels of communication. These platforms allow for interest targeting through “likes” or engagements with content; lookalike technology that helps us find people who share similar interests. Seniority tracking also occurs here when you view jobs by certain titles such as ‘CEO’.
The display and social touchpoints can allow us to achieve high reach and traffic, unaided brand recall or top-of-mind aid. We can also gauge the number that reached our website by way of these channels along with granular targeting for HVAs. The KPIs would be gauging the traffic to a website, reaching for social channels and building of remarketing audience pool

For our conversion, we will be using Facebook Linkedin and Instagram. The benefits of these social media platforms allow us to do granular targeting for both HVAs as well as having a user-friendly ad format that converts easily. For SEM advertising on google campaigns coupled with keyword relevance audience selection makes sure that ads reach the right people so more leads can be gotten.

The target audiences of ITE CET are young alumni of ITE, young working adults, mid-career adults and the silver generation learners and rejoiners. Each section provides different types of content that would be beneficial for these demographics. As technology advances, it is important to keep up with the latest trends to stay competitive in today’s job market. For the younger generations, continuing education is essential for career growth. Mid-career professionals can benefit from learning new skills that can help them stay current in their field. And finally, for older generations who are returning to school, online resources provide a convenient way to learn without having to sacrifice time spent with family and friends.

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