The education and training industry is a broad category encompassing job-specific certification, professional training, as well as classes emphasizing self-fulfillment, leisure and hobbies. Demand for such training is often driven by employment trends in the medical, technological and manufacturing industries. Major services in this industry include technical and trade schools – accounting for almost half of the industry’s revenue – as well as business schools and computer training. Other industry services include fine arts schools, sports and recreation instruction, exam preparation and driving schools. This industry’s sales and marketing initiatives often revolve around high school recruitment programs using videos, presentations, and referral incentive programs to attract students. Other common marketing programs include TV, careers fairs, open houses, and print marketing.
Notably, in addition to teaching technical skills, many education services are now heavily invested in Internet-based distance learning by way of “virtual classrooms.” This development enables students to view streaming media and converse with the instructor and one’s peers through instant messaging.
The educational sector is one in which governments, countries and employers rely on to shape the future workforce. As such, the high expectations generate several business challenges:
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