When work-integrated learning is considered a necessary part of the curriculum of a qualification, it is important to systemically link three key dimensions, namely: teaching, marketing & counselling.
Two of the Ps of marketing are important considerations. Firstly, product—educational institutions are obliged to consult the relevant occupational field in the curriculum design of a qualification. Adequate representation of stake holders (including statutory, professional and/or vocational bodies) is important, not only for relevancy, but also for buy-in and support—an institution cannot offer a qualification that includes work-integrated learning, without sufficient host organisations willing to take students for real-life experiences in accordance with the curriculum outcomes. It follows logically that if there is good support within the occupational field that work-integrated learning is an important aspect of the curriculum, then less marketing (place, another P) efforts would be required to secure sufficient host organisations for students to undergo experience. It further follows logically that to ensure continuous relevance of the qualification and the support of the occupational field, continuous consultation is necessary—the formation and regular gathering of an advisory committee is therefore advocated. Advocates of academic freedom resist the idea of consumerism; however, public higher education institutions are accountable to its public and the state. Institutions might as well reap the benefit of sound marketing—satisfying the needs of the occupational/professional field the qualification intends to serve.
Teaching involves many aspects. It is among others very important to design a curriculum of a qualification as a whole and develop the learning of each part of the curriculum with the overall outcome in mind. Work-integrated learning as part of the overall curriculum requires special attention because students are generally removed from the institution—the learning takes place in a environment that academia do not have control over, yet the institution is ultimately responsible to ensure the learning outcomes were achieved. Orientation of students to the desired learning and a learning design that would bring about the desired learning is important. The workplace mentor needs to be given guidance in order to facilitate the relevant learning. The learning design includes the design of the appropriate learning evidence that will serve as substantiation that the student mastered the required learning outcomes. Formative assessment and summative evaluation of work-integrated learning also forms part of the teaching. In the South African context the Higher Education Quality Committee (HEQC) of the Council for Higher Education (CHE) determined a number of criteria towards good practice with regard to work-integrated learning.
Students come from various contexts; some are better prepared for entry into the world of work than other. Those underprepared students need counselling-type interventions to aid their development. Often higher education institutions offer a range of career and counselling services, such as CV writing, business writing, life skills, assertiveness, communication skills, etc. In the South African context the Department of Higher Education & Training gazetted that institutions that offer qualifications that include work-integrated learning are obliged to make sure that students are placed for such learning. It is advisable that those institutional support staff responsible to secure willing host organisations work together with the career and counselling staff in preparing students for the selection for work-integrated learning placements. It should be evident that the marketing aspect outlined in the first paragraph is crucial to the gazetted placement obligation.
Revised 17 August 2010: What I omitted, in error, from the above is the organisational perspective of talent growth through programmes that include work-integrated learning. The entire dimension of succession planning, people/talent development and the facilitation of organisational learning.
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