Planned communication programmes
168. As we noted in section one of this report, Diplomas
already appear complicated in terms of their aims, objectives
and structures, which would need careful explanation if they were
to be a success. In this section, we therefore focus on the measures
that are being proposed to ensure wider understanding, recognition
and acceptance of the Diploma programme among schools, colleges,
employers, higher educationand crucially, parents and learners.
169. With regard to support from higher education,
the union Amicus (some of whose members work for awarding bodies
involved in developing the Diplomas) suggest there is very little
room for complacency, even at this early stage. They told us that
they were "getting indications that only the former polytechnic
universities will take it [the Diploma] seriously in terms of
UCAS tariff."[165]
If proved true in practice, this would be very alarming. Early
in our inquiry, Ken Boston of the QCA delivered a stark warning,
saying that should Diplomas fail to appeal to the full ability
range, they would not be accepted by universities and as a consequence
"will fail".[166]
Very many others submitting evidence to us reached similar conclusions,
including Godfrey Glyn of Barton Peveril Sixth Form College, who
told us "It is the outside perspective of what students do
that is so vital [
] If higher education rates these qualifications
then the students will do them."[167]
170. As noted above, witnesses told us that in order
to be a success, the Diplomas need to attract the full ability
range, and not be seen as the preserve of those with lower attainment
levels.[168] Much of
the evidence we have received emphasises that communications strategies
and activities need to be in place to reach parents and students,
and the schools and college staff who often have an important
role to play in steering young people's choices. The AoC goes
as far as to suggest this activity needs to be prioritised above
other actions:
"publicity for the Diploma must define and
clearly distinguish it from the applied GCSE at level 2 and applied
A levels at level 3. The attributes of the Diploma route that
make it distinctive and different need also to be emphasised in
literature for parents, and must be in place ready for the Autumn
term. Given the pressures to develop area prospectuses and common
timetables and to start providing advice to young people and their
parents in the Autumn term, this training and material needs to
be prioritised even over practitioner development."[169]
171. The DfES told us it was planning a "major
awareness raising campaign for young people and parents for the
spring" when it knows where the Diplomas will be available
in 2008."[170]
At the time of writing, the Gateway decisions had just been announced,
and so it is to be presumed that the promotional activities will
shortly be underway. This will be welcome, as is the decision
to focus at first on promoting the Diplomas in areas where they
will actually be available.
172. In December of 2006, the Government appointed
four 'Diploma Champions', whose role it would be to "promote
the Diplomas and wider [14-19] reforms with their sectors".[171]
The appointees were:
For higher education: Prof Deian Hopkin,
Chancellor, London South Bank University and Prof. Michael Arthur,
Vice Chancellor, University of Leeds.
For schools and colleges: Sir Mike
Tomlinson, former Chief Inspector of Schools and currently chair
of the Learning Trust in Hackney
For employers: Sir Alan Jones, Chairman
of Toyota
On the whole, our evidence suggests support for
the appointment of the four Diploma champions to promote the awards.
We agree that in principle the appointment of the Diploma champions
is a sensible step, and it is to be hoped they will play a positive
role. Clear, consistent and timely communication will be a significant
factor determining acceptance and uptake of Diplomas. This said,
clever marketing cannot and should not be expected to make good
any shortfalls in the quality or integrity of the Diploma programmes
themselves. Ultimately, Diplomas will stand or fail on the quality
of the awards, and the partnerships that deliver them. Diplomas,
to some extent, need to 'sell themselves'.
Publicity campaignsand also the appointment of the Diploma
Championstherefore only make sense in the context of a
prior focus on rigorous quality assurance and exacting project
management standards, to ensure a high-quality product emerges.
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