TY - JOUR TT - The Role and Importance of Marketing Communication in Enabling Sustainablitiy of Personnel Certification Centers Founded Within the Frame of Professional Competence System AU - Arslan, Yrd.Doç.Dr. Kahraman PY - 2014 DA - June JF - ISGUC The Journal of Industrial Relations and Human Resources JO - isguc PB - Aşkın KESER WT - DergiPark SN - 2148-9874 SP - 38 EP - 63 VL - 16 IS - 2 KW - İTOTEST Merkezi KW - Mesleki Yeterlilik KW - Meslek Standardı KW - Ulusal Yeterlilik Sistemi KW - Mesleki Yeterlilik Kurumu N2 - Unemployment and employment problems are among the primary and important problems in countries such as Turkey which has various specific requirements and problems together with changing demands of society, apart from development dynamics. The most important hindrance for employment increase is the weakness or inadequacy of relation between demands of labor market and education employment. Turkish vocational training institutions could not keep pace with the development and change in labor market. Inexistence of any objective, reliable and valid assessment and evaluation tool is a factor which decreases activity and effectiveness of vocational training institutions. Similar problems have been experienced in European Union (EU) countries and National Competency System (UYS) was developed and applied as a solution for this important problem. UYS is a system based on national profession standards and professional competency which enables international equivalence for various professions, makes free circulation of labor force possible. Thanks to this system, it is not possible for those who have not proved professional experience or competence to perform the profession. Moreover, the system was aimed to be a fair, transparent and reliable one, compensate the demand of employers about qualified work force and increase competitive power of enterprises and also provide assurance to individuals about working field. Application of National Competence System in Turkey was adopted and Professional Competency Board (MYK) was founded. MYK which was founded in order to fulfill this revolutionary task for our country put “National Competency System Reinforcement Project” (UYEP) into practice in order to determine profession standards and competencies; thereby form education and training programs and assessment-evaluation systems. Within the scope of project, the process of foundation of “Professional Knowledge and Skill, Examination and Certification Center” was completed in 26 different sectors. Enabling sustainability of mentioned centers depends on the services provided by these centers being valuable and demandable apart from being recognized by stakeholders. This powerful and realistic foresight obliges promotion, argument and visibility of Certification Centers and MYK activities. In this study, grounding on İTOTEST center which was founded in order to carry out certification services in printing and publishing sector by İstanbul Chamber of Commerce (İTO); it was aimed to determine recognition, popularity and awareness level of İTOTEST center and MYK activities by employers, employees in the sector and students who are the stakeholders of sector. For this aim, a comprehensive survey practice was carried out and suggestions were developed after evaluating the results. For that purpose, there different surveys the company owners, employees and the students, which are studying in that area, are applied. After the research, the findings show that the information, recognition and the awareness about the professional standards, national efficacy, UYS and the documentation processes are very low. In the frame of Turkey Competencies, the competencies, which the individuals are gaining, are related in a whole. The sustainability depends widely that they will recognize and embrace the new system which will increase the participation in lifelong learning. For that reason, wide-ranging communication strategy has to be prosecuted continuously to present the system. Otherwise, the endeavor for the constitution of UYS, which is in Turkey’s prior needs, will go to waste. CR - Borat, Oğuz (2009), “İnformal Öğrenme Sisteminin Kurulması İçin Örgün ve Yaygın Öğrenme Sistemlerinin İncelenmesi‛, HBÖ Kapsamında Türkiye’de İnformal Öğrenme Üzerine Ortak Bir Anlayış Geliştirme ve Farkındalık Oluşturma Projesi Konferansları Bildiri Kitabı, MEB TTK Yayınları, s.269-280. 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