Annex 1
Contract no
Terms of Reference /

Programme:Private Sector Develoment and TVET in South Caucasus (PSDTVET SC)

Project:Establishing dual-like VET pilots in tourism and agriculture in Gabala, Ismayilly and Gakh districts (ED VET)

PN:16.21796-004

AV/TL: Katja Kammerer/ Mithilan Subramaniam

Activity:Development Communication Concept

Period:21.05. - 15.07.2018

  1. Brief information about the project

Establishing dual-like VET pilots in agriculture and tourism in the Gabala, Ismayilly and Gakh districts (ED VET) is attached to Private Sector Development and Technical Vocational Education and Training Programme which has been developed jointly with the Public partners and private sector in the South Caucasus Countries, aims at promoting the private sector development with a high attention to employment impacts and a close integration of vocational education and training.

The ED VET project is focusing on the fields of agriculture and tourism. These sectors are included in the priority areas of the Strategical Road Map for 11 sectors. Both sectors have a high relevance for the economy and the employment in the target districts. Their importance is also acknowledged by the Government of Azerbaijan for further economic diversification.

Therefore, the overall objective of the project is to increase the attractiveness and labour-market relevance of Vocational Education and Training (VET) in the fields of agriculture and tourism. The specific objective of this project is to establish dual-like VET pilots in the field of agriculture and tourism at 3 VET centres in the Gabala, Ismayilly and Gakh districts.

The four selected priority occupations (profiles) for long term training in agriculture and tourism sectors are the following:

1)Wine growing and production specialist

2)Agro-service specialist

3)Hospitality generalist

4)Veterinary Assistant

Beyond the long-term training, the project will also address specific vocational needs of prospective entrepreneurs and selected vulnerable groups (youth and adults who have not learnt any profession, with a special attention to women, unemployed and underemployed people). Based on an in-depth assessment of actual self-employment opportunities, suitable training formats for 10 short courses will be developed.

The project will adopt the integrated approach of German development cooperation in employment promotion. It will address both the supply and demand side of the labour market to lay a better foundation for employment. Development assistance will focus primarily on involving the private sector in vocational training.

The project is scheduled for a term of 2,5 years from September 2017 to February 2020.

  1. Context and current situation in the field of assignment

VET in Azerbaijan does not yet adequately meet the requirements of the Azerbaijan labour market. Employers are rarely involved in the political or strategic orientation of the VET system, standard and curriculum development, the delivery and assessment of VET programs. As response, the Government of the Republic of Azerbaijan accords high priority to VET reform and to integrate employers into VET (Strategic target 1) in order to increase the availability of skilled workers in the medium and long term (Strategic roadmap for vocational education and training sector in the Republic of Azerbaijan). Dual-like Training aims at increasing the involvement of companies in the planning, organisation and delivery of VET programs. This includes the development of labour market-oriented and up to date competency standards and curricula through the active participation of trade and industry practitioners, as well as the joint organisation and delivery of VET programs by two training providers, the company and the vocational centres.

3. Conditions of the assignment

3.1 Objective, tasks, approach as well as methodology

Objective

The consultant will work within the EDVET project and is expected to prepare a draft communication and visibility concept to support the project to reach its objective and thereby to increase the attractiveness and image of Vocational Education and Training in Azerbaijan and in particular of the new dual-like approach to VET. The target groups visibility activities are young people, parents, secondary schools and private sector.

Scope of work (Tasks)

The services to be provided include:

  • Collect information about VET sector in Azerbaijan and exchange of information with project team
  • Elaborate with project team how to increase the attractiveness of VET
  • Development of communication and visibility concept
  • Design proposal of selected PR products for at least 5 occupational profiles (Job profile)
  • Present the draft communication concept to GIZ
  • Create a layout for picture posters and provide a template
  • Publication template in word

Approach and methodology

The assignment will be conducted in 3 phases and will include the following activities:

Phase 1: Desk research and exchange with project team

The desk research will encompass in-depth review about the VET sector in Azerbaijan and exchange with project team about challenges and opportunities in VET and how the project could support VET schools to increase the attractiveness of Vocational Education and Training.

Phase 2: Development of Communication and Visibility Concept

Based on the desk review and exchange meetings with the team, a draft communication and visibility concept will be prepared which includes chapters about:

  • Overall communication objectives
  • Target groups and specific objectives for each target group
  • Communication activities that will take place during the period covered by the communication and visibility plan; include details of:
  • the nature of the activities
  • the responsibilities for delivering the activities
  • Communication tools chosen: include details of particular tools (media, advertising, events, ect.) in the local context
  • Completion of the communication objectives: include measures for the different tools proposed
  • Human and financial resources
  • Person/days required to implement the communication activities
  • Budget required to implement the communication activities

Phase 3: Presentation and delivery of final version

The draft communication and visibility concept will be presented to the project team. The team members will provide feedback during this session. Based on the discussions, the contractor might be requested to adjust the draft concept and submit a final version.

3.2 Deliverables

Tasks - Deliverables / Timeline / Man days
Desk review / 3
Exchange with project team / 21.05 / 2
Create a layout for picture posters / 0,5
Publication template in word / 0,5
School Visits / To be confirmed / 3
Development of communication and visibility concept / 10
Design proposal of selected PR products for at least 5 occupational profiles (Job profile) / 5
Presentation of communication concept / 1
Total / 25

3.3. Conditions and payment terms

The assignment will take place in Baku and some school’s visits to the pilot regions. The communication concept will be developed in English, however, PR products for at least 5 occupational profiles should be developed in Azerbaijani.

  • The cooperate design rules of GIZ and EU has to be assured
  • The final payment shall be affected following the performance of services, submission of acceptance of services performed, and invoicing.
  • The invoice should be submitted as original.
  • Contractor takes the responsibility to pay all taxes.

3.4. Coordination and communication

All activities should be coordinated in close coordination with the ED VET Team.

3.5. Submission requirements

  • A public awareness strategy for the project
  • Excellent knowledge of English
  • At least 3 years’ experience in PR and Communication and Visibility promotion
  • Minimum 3 years’ experiences in implementation of communication and visibility activities in complex and multi-task assignments –
  • Minimum 3 years’ experiences in facilitation of contacts with different stakeholders in the visibility and promotion field (publics, journalists, organisations, organisers etc.) –
  • Practical experiences in organisation of at least 2 large scale promotional events –
  • Experience in EU funding initiatives and knowledge of EU Visibility guidelines will be considered as an asset.