An exploration of how non-governmental organisations market their skills training programmes to marginalised youth living in Cape Town
The high levels of poverty among marginalised youth in South Africa are a source of grave concern. Studies have shown that one of the main contributions to this phenomenon is unemployment, largely resulting from low skills levels, lack of experience and minimal job opportunities. Non-governmental organisations (NGOs) play a vital role in bridging this gap by providing Skills Training Programmes (STPs) to broaden youth’s access to employment, as well as to open up opportunities for entrepreneurship. However, a previous study conducted among marginalised youth in Cape Town showed that large numbers were unaware of these STPs. The question arose in the researcher’s mind as to what NGOs were doing to market their services. The purpose of the study, therefore, was to explore marketing tools and mechanisms that NGOs use to market their STPs to marginalised youth living in Cape Town.
Networked Digital Library of Theses and Dissertations