Deputy Education Minister Clement Apaak calls for structured collaboration with marketing institute to equip students with practical business and digital marketing skills.
The Ministry of Education is seeking a strategic partnership with the Chartered Institute of Marketing, Ghana (CIMG), to introduce and strengthen marketing education, entrepreneurship and business development skills across the country’s educational institutions.
Deputy Minister for Education, Dr Clement Abas Apaak, says the proposed collaboration will help equip students with the practical competencies needed to commercialise their skills, create businesses and respond to the changing demands of the job market.
Speaking at the 3rd Graduation and 45th Induction Ceremony of CIMG on Saturday, October 31, 2026, Dr Apaak formally invited the Institute to engage the Ministry in developing a structured framework for collaboration.
He proposed that the partnership could include enterprise education activities, business clubs, career guidance, mentorship programmes and practical marketing modules at the basic, secondary and technical and vocational education levels.
At the tertiary level, he said, the collaboration could be extended to curriculum enrichment, internships, industry lectures, applied research and professional development programmes.
Dr Apaak stressed that technical and vocational training must go beyond equipping students with production skills to helping them understand how to market and commercialise their products and services.
“In other words, we must teach our young people not only how to produce, but also how to position, promote and successfully market what they produce,” he said.
He noted that a student trained in agriculture, fashion design, catering, manufacturing or information technology must also understand how to identify markets, build a brand, attract customers and turn technical expertise into a viable business.
The Deputy Minister said the proposed partnership would complement the government’s ongoing education reforms, which seek to improve the relevance of education and strengthen the connection between learning, skills development and employment.
He highlighted initiatives such as the STEM Box programme, the Secondary Education Transformation for Access, Relevance and Results for Jobs (STARR-J) programme and reforms in Technical and Vocational Education and Training (TVET).
According to him, these interventions aim to prepare young people not only to seek employment but also to identify opportunities, establish enterprises, and contribute meaningfully to national development.
“Education must equip our young people not only to seek employment but also to identify opportunities, create enterprises and contribute meaningfully to national development,” he stated.
Dr Apaak further urged CIMG to initiate formal discussions with the Ministry to establish priority areas, participating institutions, implementation arrangements and measurable outcomes.
He said the Ministry was prepared to work with the Institute and relevant education agencies to explore pilot programmes in selected schools, technical and vocational institutions and tertiary institutions.
On the growing influence of artificial intelligence and digital technologies, he said students must develop competencies in digital marketing, consumer insights, market analytics, branding and data-driven communication.
He also urged marketing professionals to uphold ethical standards, particularly in an era increasingly shaped by social media, artificial intelligence and digital advertising.
“The credibility of a brand is built not merely through effective communication but through trust. And trust, once compromised, is difficult to restore,” he cautioned.
Addressing the graduating students and newly inducted members, Dr Apaak challenged them to approach their profession with innovation, integrity and a strong sense of purpose.
He urged them to use their expertise to support local businesses, mentor emerging professionals and contribute to Ghana’s economic transformation.
The ceremony brought together CIMG leadership and members, industry representatives, professional bodies, graduating students, and newly inducted members to celebrate professional achievement and recognise contributions to Ghana’s marketing profession.
Source:Starrfm.com.gh/Benjamin Sackey
