Kumasi: The Akenten Appiah-Menka University of Skills Training and Entrepreneurial Development (AAMUSTED) has been awarded a grant of £394,185 from the European Union to embark on a two-year digital marketing training project for students.
According to Ghana News Agency, the initiative, known as the DigiMarkt Project, is a collaborative effort involving European and Ghanaian partners aimed at developing a sustainable and locally-relevant digital marketing curriculum in Technical and Vocational Education and Training (TVET). The project application process was open to universities worldwide, with AAMUSTED emerging as the leading institution to implement it in Ghana.
Digital marketing involves using the internet and other digital communication forms to promote brands and connect with potential customers. Professor Yarhands Dissou Arthur, the Local Project Coordinator and lecturer at AAMUSTED, highlighted to students the significance of digital marketing at a forum held on the university’s Kumasi campus. He described the DigiMarkt Project as a pioneering international initiative designed to modernize Ghanaian TVET.
Professor Arthur stated that the project aims to equip learners, educators, and institutions with essential digital skills and innovative teaching methods, aligning Ghanaian TVET with digital age demands. He underscored that AAMUSTED, along with its partners, is dedicated to creating a sustainable ecosystem that boosts digital readiness, ensuring graduates are prepared for future challenges.
The two-year project is a strategic collaboration between European and Ghanaian experts, including Steinbeis Beratungszentrum (Germany), the Slovak University of Agriculture, Int@E, and Ghanaian institutions such as AAMUSTED, Bolgatanga Technical University, and Cape Coast Technical University. Known as an Erasmus+ KA2 capacity building project, DigiMarkt seeks to empower TVET graduates with digital skills necessary for the evolving economy.
As a principal partner, AAMUSTED is involved in developing digital marketing tools, training teachers and mentors, and setting up Digital Marketing Laboratories for students and industry professionals. The project’s outcomes and activities will be shared through various channels, including a dedicated website, social media, newsletters, and partnerships with digital platforms.
Professor Frederick Kwaku Sarfo, Vice Chancellor of AAMUSTED, expressed gratitude to the European Union and partner institutions for their collaboration and encouraged students to leverage the project for their professional development.