Canada Education Technology College (CETC) is a career-focused institution offering online and onsite training courses in Kamloops. Our programs specialize in fields such as Business Administration, Early Childhood Education, Esthetics, Skill Trades, and cutting-edge technology, including AI and digital transformation. To expand our reach and better serve our community, we aim to understand our target market and the overall local market and conduct our recruitment more effectively.

We would like to collaborate with TRU students to conduct comprehensive market research that aligns with our goals of fostering innovation, empowering learners, and supporting career development. This project will involve:

• Familiarizing themselves with CETC’s values, mission, programs, and services.
• Researching our target market, including demographics, needs, and preferences.
• Organizing target market focus group events, such as workshops and salons, to engage directly with potential clients and gather qualitative insights.
• Analyzing industry trends and the competitive landscape, particularly in education and training sectors.
• Recommending strategies to improve CETC’s market positioning, brand visibility, and program offerings.

Bonus steps in the process include:

• Proposing innovative ways for CETC to differentiate itself from competitors through unique branding, marketing initiatives, or service enhancements.

By the end of the project, students should demonstrate:

• A strong understanding of CETC’s diverse programs and services, including their relevance to the local and online learning markets.
• Insight into our target audience’s preferences and market potential for education and training.
• A detailed analysis of industry trends, highlighting areas where CETC can capitalize on opportunities.
• Practical recommendations to enhance CETC’s positioning, improve its offerings, and expand its reach.

Bonus steps would include:

• Identifying CETC’s unique competitive advantages, such as its focus on career readiness, hands-on learning, and partnerships with local businesses and organizations.

Final Deliverables:

• A comprehensive final report summarizing research findings, industry insights, and actionable recommendations tailored to CETC’s objectives.
• A professional presentation designed to communicate these findings to CETC stakeholders, complete with visual data and strategic proposals.