Demand Driven VET Demand Driven VET System for ASEAN System for ASEAN

TourismTourism

Demand Driven VET Demand Driven VET System for ASEAN System for ASEAN

TourismTourismProfessor Chris CooperProfessor Chris CooperProfessor Chris CooperProfessor Chris Cooper

PresentationPresentationPresentationPresentation

• Education Systems in ASEAN• The CBT approach• Involving industry

• Education Systems in ASEAN• The CBT approach• Involving industry

• Why is a demand driven system important.

• How do we partner with the tourism industry to achieve this?

• Why is a demand driven system important.

• How do we partner with the tourism industry to achieve this?

Education Systems in Education Systems in ASEANASEAN

Education Systems in Education Systems in ASEANASEAN

A wide spectrum of approaches is present with two extremes:

• Educator supply-driven approaches; and

• Industry demand-driven approaches

• The CBT technology demands that the industry demand-driven approach is adopted – and can be used as a medium of change

A wide spectrum of approaches is present with two extremes:

• Educator supply-driven approaches; and

• Industry demand-driven approaches

• The CBT technology demands that the industry demand-driven approach is adopted – and can be used as a medium of change

This will demand the integration of industry into education and training systems for tourism

Let’s examine the two approaches in more detail…

This will demand the integration of industry into education and training systems for tourism

Let’s examine the two approaches in more detail…

Educator Supply-Driven Educator Supply-Driven SystemsSystems

Educator Supply-Driven Educator Supply-Driven SystemsSystems

• The curriculum is designed, delivered and determined by the educator

• It assumes staff are capable of understanding the demands of the labour market

• To move away from this is both threatening - and expensive

• Danger of education and training becoming increasingly less relevant

• Threatens competitiveness of tourism• Industry not involved

• The curriculum is designed, delivered and determined by the educator

• It assumes staff are capable of understanding the demands of the labour market

• To move away from this is both threatening - and expensive

• Danger of education and training becoming increasingly less relevant

• Threatens competitiveness of tourism• Industry not involved

But…But…But…But…

• There is nothing wrong with this approach if it is used to educate people about tourism for their general interest and awareness.

• Where it is a problem is when it is used to feed employees to the industry.

• In this case a demand driven approach is needed

• There is nothing wrong with this approach if it is used to educate people about tourism for their general interest and awareness.

• Where it is a problem is when it is used to feed employees to the industry.

• In this case a demand driven approach is needed

Industry-Driven Industry-Driven SystemsSystems

Industry-Driven Industry-Driven SystemsSystems

• The curriculum is designed, delivered and determined by educators in partnership with industry

• Partnerships are valued• This requires a confident, secure and

mature governance system, education and tourism sector

• Assumes personnel on both sides are willing to work with each other and demands a shift in traditional thinking

• Demands the establishment of industry standards

• The curriculum is designed, delivered and determined by educators in partnership with industry

• Partnerships are valued• This requires a confident, secure and

mature governance system, education and tourism sector

• Assumes personnel on both sides are willing to work with each other and demands a shift in traditional thinking

• Demands the establishment of industry standards

Tourism CBT Across Tourism CBT Across ASEANASEAN

Tourism CBT Across Tourism CBT Across ASEANASEAN

A threefold classification of countries A threefold classification of countries in terms of their adoption and use of in terms of their adoption and use of CBT technology:CBT technology:

1.1. UsersUsers (CBT accepted) (CBT accepted)2.2. TransitionalsTransitionals (CBT in the process of (CBT in the process of

acceptance)acceptance)3.3. Non-usersNon-users (CBT not yet accepted) (CBT not yet accepted)

This means that the amount of work This means that the amount of work to implement a CBT system varies by to implement a CBT system varies by countrycountry

A threefold classification of countries A threefold classification of countries in terms of their adoption and use of in terms of their adoption and use of CBT technology:CBT technology:

1.1. UsersUsers (CBT accepted) (CBT accepted)2.2. TransitionalsTransitionals (CBT in the process of (CBT in the process of

acceptance)acceptance)3.3. Non-usersNon-users (CBT not yet accepted) (CBT not yet accepted)

This means that the amount of work This means that the amount of work to implement a CBT system varies by to implement a CBT system varies by countrycountry

So to Summarise… A Spectrum

So to Summarise… A Spectrum

Supply driven

Government control

Non-users

Demand driven

Industry partners

UsersTransitionals

So Why are we Here?So Why are we Here?So Why are we Here?So Why are we Here?

• This workshop is designed to facilitate the movement of ASEAN countries along the spectrum from supply-driven system to demand-driven systems

• In particular this will involve partnering with the tourism industry

• And the central use of the common competencies framework

• Allied with awareness raising and training

• To deliver a CBT approach

• This workshop is designed to facilitate the movement of ASEAN countries along the spectrum from supply-driven system to demand-driven systems

• In particular this will involve partnering with the tourism industry

• And the central use of the common competencies framework

• Allied with awareness raising and training

• To deliver a CBT approach

• Without the CBT approach, design and implementation of the MRA will be much more difficult

• So what is required to establish a CBT approach across ASEAN?

• Briefly recap the basics of CBT

• Without the CBT approach, design and implementation of the MRA will be much more difficult

• So what is required to establish a CBT approach across ASEAN?

• Briefly recap the basics of CBT

Competency Based Competency Based TrainingTraining

Competency Based Competency Based TrainingTraining

• Based upon idea of using competency profiles to predict job performance

• Disenchantment by industry with education and training

• Pressure from industry to develop industry relevant standards and education

• Knowledge economy and flatter structures• Globalizing HR• In tourism the need for HR for

competitiveness

• Based upon idea of using competency profiles to predict job performance

• Disenchantment by industry with education and training

• Pressure from industry to develop industry relevant standards and education

• Knowledge economy and flatter structures• Globalizing HR• In tourism the need for HR for

competitiveness

Industry InvolvementIndustry InvolvementIndustry InvolvementIndustry Involvement

• Vital to respect the views and expertise of industry

• Industry is the end user of tourism education and training

• HR must therefore be equipped with relevant skills and competencies to allow industry to perform and be competitive

• Vital to build industry into the education and training system through partnership

• Industry intimately involved in specifying competencies, content and assessment

• Vital to respect the views and expertise of industry

• Industry is the end user of tourism education and training

• HR must therefore be equipped with relevant skills and competencies to allow industry to perform and be competitive

• Vital to build industry into the education and training system through partnership

• Industry intimately involved in specifying competencies, content and assessment

The RequirementsThe RequirementsThe RequirementsThe Requirements

• CBT must be linked to tourism policy and strategy

• Identify competencies to predict performance in the workplace:– Motives– Traits– Self concept– Knowledge– Skill

• Tend to focus on final two

• CBT must be linked to tourism policy and strategy

• Identify competencies to predict performance in the workplace:– Motives– Traits– Self concept– Knowledge– Skill

• Tend to focus on final two

ProfilingProfilingProfilingProfiling

• Determines unique set of competencies for a particular job function - such as say a waiter.

• Can be done:– Top down; or – Bottom up

• Bottom-up preferred

• Determines unique set of competencies for a particular job function - such as say a waiter.

• Can be done:– Top down; or – Bottom up

• Bottom-up preferred

Bottom-Up ProfilingBottom-Up ProfilingBottom-Up ProfilingBottom-Up Profiling

• Broad competency categories• Specific competencies• Competency rating• Performance standards• CBT

• Need to review and update

• Broad competency categories• Specific competencies• Competency rating• Performance standards• CBT

• Need to review and update

Industry Involvement in Industry Involvement in CBTCBT

Industry Involvement in Industry Involvement in CBTCBT

• Each CBT element assessed against specified standard to be reached by the student. These standards are determined in consultation with industry

• Industry is competent to assess - master and industry assessors in partnership with educators

• Balances academic rigor with industry relevance

• Driven by TRGs in a leadership role

• Each CBT element assessed against specified standard to be reached by the student. These standards are determined in consultation with industry

• Industry is competent to assess - master and industry assessors in partnership with educators

• Balances academic rigor with industry relevance

• Driven by TRGs in a leadership role

• In other words, this is the way that standards are established and conformity assessment can be achieved for the MRA.

• In other words, this is the way that standards are established and conformity assessment can be achieved for the MRA.

The Medium for The Medium for Industry involvement?Industry involvement?

The Medium for The Medium for Industry involvement?Industry involvement?

• Normally formalized in the form of a training board with representatives from tourism industry sectors, industry associations, government and education institutions

• Provides the mandate and authority to develop CBT system for tourism

• Our TRGs are embryo training boards

• Normally formalized in the form of a training board with representatives from tourism industry sectors, industry associations, government and education institutions

• Provides the mandate and authority to develop CBT system for tourism

• Our TRGs are embryo training boards

The Role of IndustryThe Role of IndustryThe Role of IndustryThe Role of Industry• Industry role in developing a CBT system

- profiles and assessment• Delivers materials and industry

dimension for educators• Acts as a supportive partner• Awareness raising – workshops and

training• Sharing good practice across ASEAN• Developing resources – kits, resources

and web sites• Ensuring industry relevance and updates

• Industry role in developing a CBT system - profiles and assessment

• Delivers materials and industry dimension for educators

• Acts as a supportive partner• Awareness raising – workshops and

training• Sharing good practice across ASEAN• Developing resources – kits, resources

and web sites• Ensuring industry relevance and updates

The Way ForwardThe Way ForwardThe Way ForwardThe Way Forward

• For each ASEAN country the task will be different.

• Important to learn from each other in socializing the Framework and integrating industry and education

• Some models more appropriate than others in particular countries because governance systems for tourism and education differ

• First step is the national workshops

• For each ASEAN country the task will be different.

• Important to learn from each other in socializing the Framework and integrating industry and education

• Some models more appropriate than others in particular countries because governance systems for tourism and education differ

• First step is the national workshops