The marketing operations of private training providers


Context
There have been countless cases of private RTOs using aggressive and questionable marketing techniques in an effort to increase student enrolment. Examples of aggressive marketing techniques have included cold calling, face-to-face interaction with small employers, and the use of incentives such as free iPads, laptops, and financial incentives.

Position
The issue is not about the viability of the contestability model, but rather a regulation issue. In essence, greater regulatory enforcement is required over the marketing practices of private RTOs.

Recommendations

  • ASQA should develop innovative and practical enforcement strategies to tackle aggressive and questionable marketing behaviour of private RTOs.
  • Employers and the community should be encouraged to report these activities.
  • ASQA needs to act promptly and publicly report outcomes of investigations.

18 June 2015