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Tutors responsible for the delivery of material relating to the context, as opposed to the content, of employment on vocationally oriented higher education programs, including those in business and public sector studies, face a variety of issues in demonstrating its vocational relevance. These are explored using a course that introduces first year students to aspects of the social and demographic environment of private enterprise and public service provision as an empirical frame of reference. Particular attention is given to the meaning of vocationalism and relevance in higher education and the presentation of a pluralist model of vocational education; the design of a learning and teaching strategy for contextual material that is both vocational and relevant; and future developments, including the impact of widening participation and the contribution of educational technology.