(1) This Procedure outlines the processes and responsibilities in relation to the marketing and promotion of nationally recognised Vocational Education and Training (VET) courses at Victoria University. It also outlines the processes in relation to branding and external media for VET products and services. (2) ESOS National Code of Practice for Providers of Education and Training to Overseas Students 2018: Standard 1 Marketing Information and Practices (3) Standards for Registered Training Organisations (RTOs) 2015: Standards 4 and 5 (4) This Procedure applies to marketing and promotion of all VET programs based on nationally accredited training products and any media relating to TAFE. (5) (6) (7) Media - Social Media as well as news articles, website, television and radio. (8) Nil. (9) The Standards for Registered Training Organisations (RTOs) 2015 (Cth) and the Victorian Government Department of Education and Training Funding Contract include stringent guidelines for the marketing of Vocational Education and Training programs. In particular, VU must ensure that: (10) Any use of the VU Brand will comply with the Brand Policy and Brand Procedure. (11) The Executive Director, Pathways and Dual Sector Operations holds overall responsibility for the quality and compliance of all marketing and promotional material used across TAFE. This includes print based materials, Victoria University website content and the use of social media for the purpose of promoting TAFE and its programs. (12) Victoria University Marketing Team must maintain a register of approved marketing material. (13) TAFE Managers must adhere to procedures and processes for engaging the Marketing Team. (14) TAFE Managers may only use marketing or promotional materials that have been approved by the Marketing Team and are registered on the Victoria University Marketing Register. (15) The Marketing Team must communicate with relevant TAFE and broader University departments when planning to conduct promotional campaigns to enable support teams to be appropriately prepared for customer response. (16) TAFE Managers and Executive Directors/Directors must communicate to the Marketing Team - (17) All TAFE course pages must be structured according to the Victoria University Anatomy of a Course Page. (18) Much of the information that populates course pages comes from CAMS, and TAFE Managers have responsibility to ensure that information drawn from CAMS and published on course pages on the VU website is current and accurate. (19) The development and publication of new course webpages occurs according to: (20) Updates to existing course webpages (including news, events, information sessions, course transition arrangements etc.) must be approved and published according to: (21) General Manager, Industry and Growth, Manager Marketing and VU Web Services will review and improve the standard structure of TAFE course webpages from time-to-time, based on input from relevant stakeholders, feedback from users or updates to Victorian Government Department of Education Funding Contract or other changed regulatory requirements. (22) Prior to the development of any marketing collateral, Victoria University TAFE Managers must refer to and complete the request form available on the intranet at – http://intranet.vu.edu.au/VUPolytechnic/MarketingCollateralForm.asp. (23) Printed assets are to be created using the Marketing Printed Assets Process. (24) The Manager Marketing in conjunction with the Senior Manager, Quality and Compliance(VET) is responsible for scheduling periodic audits of delivery areas to ensure that course collateral in use is compliant with the requirements of the Standards for Registered Training Organisations, 2015 and the VET Funding Contract. Where non-compliant material is identified, the Marketing Team will work with the relevant Manager to remove the material from circulation and to update it according to the above Procedure. (25) Other course or teaching area promotional materials (for example capability promotions to industry) must also be approved by the Manager Marketing prior to creation. The Marketing Team can provide support in the development of such marketing assets. (26) Request for use of the approved Victoria University social media platform for marketing purposes must be made to the Coordinator, Digital and Communications in accordance with the Marketing Social Media and Digital Process. (27) Marketing Team to provide advice and support to TAFE Managers in the development of content for social media posts. (28) TAFE staff are not permitted to post TAFE related content that may appear to represent the views of TAFE without going through the above approval process. This excludes re-posting the official Victoria University posts. (29) The VET Student Loans program does not allow for any social media marketing to mention the availability of a VET Student Loan. (30) The Coordinator, Digital and Communications will record social media activity in the Victoria University Marketing Register. (31) All TAFE agreements with external partners must ensure that any marketing or promotion activity related to the partnership is subject to this Procedure and the Marketing Social Media and Digital Process. (32) Prior to participating in any marketing event, TAFE Managers must refer to and complete the request form available on the intranet at http://intranet.vu.edu.au/VUPolytechnic/MarketingCollateralForm.asp. (33) Event activation is to be actioned using the Marketing Events ProcessVET Marketing Procedure
Section 1 - Summary
Section 2 - TEQSA/ASQA/ESOS Alignment
Section 3 - Scope
Section 4 - Definitions
Section 5 - Policy/Regulation
Section 6 - Procedures
Part A - Summary of Roles and Responsibilities
Role
Responsibilities
General Manager, Industry and Growth
Part B - Overview
Part C - TAFE Course Pages on VU Website
Part D - VET Marketing Collateral
Part E - Use of Social Media for Marketing Purposes
Part F - External Partner Marketing and Social Media
Part G - Participation in Marketing Events
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Executive Director, Pathways and Dual Sector Operations
Exercise overall responsibility for the quality and compliance of all marketing and promotional materials used across TAFE.
Manager Marketing
Coordinator, Digital and Communications
Maintain a monthly register of social media, printed materials, and digital advertising activity generated by TAFE.
Edit course webpages under direction from Managers to maintain full compliance with internal policy and external regulatory requirements.
Receive and process all requests for use of the approved TAFE social media platform for marketing purposes.
Receive and process all requests for recruitment event activations under the Victoria University brand.
Receive and process all requests for digital advertising and collateral to create approved Victoria University digital marketing assets.
Receive and process all requests for printed marketing materials and advertising, ensuring the information provided by managers matches the information on the website/CAMS, thus ensuring it is compliant and accurate.
Executive Directors/Director TAFE and Managers
Ensure only approved marketing products are used within each delivery area.
Ensure that course information in CAMS is current and accurate.
Work collaboratively with Marketing Team in the development and publication of all marketing assets and activities.
Complete a compliance check prior to the submission of a request for marketing support.
Monitor relevant course webpages and course information sources and liaise with Marketing to ensure they remain compliant and accurate on a quarterly basis.
Follow Marking procedures and processes when requesting support from Marketing to ensure compliance and accuracy across all activities and assets.