“Marketing Matters for Language Schools: Tips and Tricks”

April 22, 2010

I am still finding more resources to share with you to help you promote your language and literacy courses. Here’s a webinar I did a few years ago. The content is still valid, particularly for smaller programs that take a “grass-roots” approach to marketing.

Presentation Title: “Marketing Matters for Language Schools: Tips and Tricks for Generating Interest in Your Language Courses.” (April, 2005, a webinar).

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


The Plight of the ESL Program Director

March 29, 2010

Are you a frustrated ESL program manager?

I presented a paper a few years ago at the University of Prince Edward Island called The Plight of the ESL Program Director.  It reveals findings of a research study I did about English as a Second Language program directors and managers at the university level.

Here are the two main highlights:

  • Many English as a Second Language (ESL) program managers, are charged with the responsibility of marketing their programs and recruiting students internationally, often with little or no training (Eaton, 2005).
  • Not only are they set forth ill-prepared, the repercussions for insufficient revenue generation may be harsh, including having to fire instructors or having their programs may be closed by the very institutions they serve (Mickelson, 1997; Soppelsa, 1997; Staczek, 1997), many of which regard such programs as lucrative (Rubin, 1997).

Building on the work that has been done in this field to date, this research adds in the voices of three language program directors that I interviewed for this study. All of them directed different ESL programs, housed in different academic units at the same university. They offer commentary and insight into matters of importance for ESL administrators.

At the end of the paper, I offer some recommendations on how things may be improved for the future.

The full-text paper in .pdf format is available free of charge through the ERIC database.

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.