The research in this thesis attempts to study the ACT Institute of Technical and Further Education's marketing strategy, and it addresses a particular situation at a specific time. The research was undertaken in two studies. The first,through the use of a marketing audit, was focused on three key marketing areas within the Institute to indicate its overall marketing strategy. The second study involved a questionnaire to ascertain the effectiveness awareness of the Institute's advertising. The researcher first presents an historical review and an ordering of the historical aspects to illuminate the past and the current marketing posture of the ACT Institute of Technical and Further Education (ACTITAFE). The data are presented through four distinct historical periods from the establishment of the organisation in 1921 to 1991. Although technical and further education in the ACT has a history in excess of sixty years, data revealed that there is no clear evidence of a formal marketing strategy. The marketing audit interviews collected information from a broad but representative sample of eighteen staff members of the institution who are involved with marketing, media, career advice, publicity and similar marketing activities. The results revealed ACTITAFE has no formal marketing strategy. The attitude toward marketing and the marketplace has been ad hoc, uncoordinated, disjointed and reactive in its approach. Its principal approach is a reliance on awareness advertising. Because of the emphasis placed on advertising as the Institute's major concept for marketing, a questionnaire was distributed on advertising effectiveness and data were obtained from 252 completed responses. The results obtained from this study indicated that over the years the Institute has successfully built advertising awareness. Currently, it has no formal structured marketing strategy. The approach appears to be ad hoc, disjointed and uncoordinated. There are positive attempts to rectify this posture. However, the evidence available suggests that the journey will not be easy and the transition will not be rapid.