Developing a Media Plan to Raise Awareness among Students in the BTEC Program from the Stakeholders’ Point of View

Abstract

This study, conducted in 2025, aimed to develop a media plan to raise awareness among students in the BTEC program from the point of view of key stakeholders in Jordan. A qualitative method ology was used, with in-depth interviews conducted with 20 educational leaders and specialists. The findings emphasized the critical role of media in shaping perceptions and fostering positive impressions of the BTEC program, which ultimately encourages student enrollment. The study also highlighted the urgent need for a comprehensive media strategy to increase student awareness, attract more enrollees, and enhance the program's reputation as a reliable source of vocational education. The lack of such a plan could negatively impact the program's image and its long-term sustainability.