Abstract
SUMMARY Four organizational models for the promotion of Continuing Vocational Education (CVE) in the UK higher education sector are examined through a case‐study approach. The respective strengths and weaknesses of these models are analysed with reference to strategic planning, product development, promotional activity, internal commitment, integration and financial regimes. The paper is based on interviews with a number of higher education institutions which include ‘old’ and ‘new’ universities and institutions, both in receipt and not in receipt of CVE development funding. The characteristics underpinning effective promotion of CVE and good practice in the management of consumer relationships are identified. The influence of previous research and guidance is assessed.
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