Abstract
Proposes a model which lecturers in higher education can adopt to evaluate their current state of professional standing and stimulate their developmental growth. Currently, there is greater awareness in many professional groups, especially those in higher education, of the need to engage in critical self‐reflection, quality assurance and the enhancement of educational services. Many are concerned about the threat of deprofessionalization. Introduces the continuous professional development model and describes the significant contributions it can make to staff development programmes, as well as in sensitizing and educating an educational institute’s clients to appreciate fully the services they receive.
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