Re-Released as a Free Open Access Resource: 101 Ways to Market Your Language Program (2002)

December 6, 2024

In 2002, I published the first edition of 101 Ways to Market Your Language Program. I have just re-released the book as a free open access resource under a Creative Commons (CC BY-NC-ND 4.0). The full book is now available as a free download.

How to cite this work:
Eaton, S. E. (2002/2024). 101 Ways to Market Your Language Program: A Practical Guide for Language Schools and Programs (2024 OA ed.). Eaton International Consulting Inc. https://hdl.handle.net/1880/120145

Abstract

2024 Re-release of the 2002 first edition of this book. The author and copyright holder has released this work under a Creative Commons (CC BY-NC-ND 4.0) license.

This book provides 101 ideas and strategies to empower overall marketing efforts: (1) “Put On Your Thinking Cap” (e.g., define the problem before marketing it, set reasonable goals, and create a niche); (2) “Secrets to Boost Your Marketing Power” (e.g., emphasize the benefits, check out the competition, and sell oneself in as many languages as possible); (3) “Marketing Materials: Tools and Tips to Do the Job Better” (e.g., make a brochure, get mentioned in other brochures, and make it easy to phone for information); (4) “Going Beyond the Basics to Increase Enrollment” (e.g, offer volume discounts and guarantees and give away tuition); (5) “Specialty Tips for Programs at Large Institutions” (e.g., make sure the Web site is easy to find, partner with other educational programs, and get the program mentioned in the calendar); (6) “The Power of People: A Human Touch to Increase Enrollment and Polish Your Image” (e.g., build loyalty with host families, establish win-win relationships, and follow exceptional service standards); (7) “Continue Marketing While Your Students are Enrolled” (e.g., meet students at the airport, partner with local businesses, and create happy memories); and (8) “How to Keep Marketing Once Your Program is Finished” (e.g., create an alumni network, review successes and failures, and plan ahead for next year).

Why Am I Re-Releasing This Work?

I have been invited to deliver the Werklund School of Education 2024-2025 Distinguished Research Lecture.

As part of the lead-up to the lecture, I have decided to make as much of my work as I can available as free, open access resources. This is recognition is a once-in-a-career kind of award and I’m working hard to make sure I can deliver. It is a hybrid public event and you can attend in person or online on March 20, 2025. If you’re interested, you can register here.

Since I am both the author and the copyright holder for this book, I can share it however I want. I am more committed now than ever to make as much of my work as possible freely available to others. Over the coming weeks, I’ll be sharing more links to more freely downloadable resources.

I am super grateful to the University of Calgary digital resources team who are helping me to archive these works.

If you know of someone working in second languages who could use a resource on marketing and recruitment for their program, feel free to share this with them.

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Sarah Elaine Eaton, PhD, is a Professor and Research Chair in the Werklund School of Education at the University of Calgary, Canada. Opinions are my own and do not represent those of my employer.

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Academic integrity violations in Canada that made the news 2010-2019

February 3, 2020

Significant Incidents of Academic Misconduct in Canada 2010-2019

Significant Incidents of Academic Misconduct in Canada 2010-2019

At the end of the fall 2019 term, there were three instances of academic misconduct in Canadian higher education that made the news:

Brandon University, Manitoba

Students in a second-year nursing class at Brandon University faced disciplinary action after a final exam for the 2019 fall semester was deemed “compromised” (Klowak, 2020). The course in question was 71:250 Nursing Foundations II course, taught by Dr. Ali Salman. Although the total number of students implicated was not officially released,the media reported that between 46 and 48 students may have been involved. One news report printed a photo of a de-identified letter, signed by the Dean of the Faculty of Health Studies, Dr. John Moraros, indicating that the students would be offered the opportunity to re-take their final exam, with the caveat that the maximum they could earn on the rewritten exam would be 70%. Although the incident took place at the end of the fall 2019 term, details did not appear in the news until early 2020.

Simon Fraser University, British Columbia

On the west coast, the media reported that the Burnaby RCMP investigated allegations of someone impersonating a student during a final exam. Both the test writer and the student were arrested. The incident allegedly occurred on December 12, 2019, though details of the story did not appear the media for almost a week afterwards.  Details about the individuals involved or the course the final exam related to were not released.

Saskatchewan Polytechnic, Saskatchewan

Twenty-two (22) construction electricians had their journeyperson certificates suspended or cancelled as a result of an investigation into exam cheating at Saskatchewan Polytechnic in Moosejaw. Saskatchewan Apprenticeship and Trade Certification Commission (SATCC) and an unidentified third- party investigation firm found that apprentices had accessed unauthorized materials during their exams, which included Red Seal interprovincial certification exams, one of the highest credentials available to journeypeople in Canada.

News stories over the past decade

The investigation reportedly began 18 months prior, with the cheating having been found to occur between 2015 and 2018. Two individuals were implicated in the scandal. CBC reported that an instructor who was found to have been giving out exam answers to students was fired following the investigation. In addition, an SATCC staff member was also found responsible and resigned.

These reports got me asking what other cases of academic misconduct were reported by the press in the past decade. I did some digging and documented some of the most prominent cases in this report.

One of the findings that surprised me was that the media have reported at least three cases in the past decade that resulted in arrests in Canada for contract cheating through exam impersonation. In addition the 2019 case at Simon Fraser University, there was an arrest made in 2016 at Concordia University and another two years prior for a similar situation at the University of Waterloo.

The report I pulled together documents key cases covered by the media in the past decade. Here’s to doing better in the decade ahead.

Get the full report:

Eaton, S. E. (2020).  An Inquiry into Major Academic Integrity Violations in Canada: 2010-2019. Calgary, AB: University of Calgary. Retrieved from http://hdl.handle.net/1880/111483

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This blog has had over 2 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, and the Educational Leader in Residence, Academic Integrity, University of Calgary, Canada. Opinions are my own and do not represent those of the University of Calgary.

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Rosetta Stone’s Marketing Woes

September 7, 2010

Today’s issue of Bloomberg Businessweek featured a story entitled “Rosetta Stone’s Management and Marketing Woes”. For some people, Rosetta Stone is the pinnacle of technology-based language learning. It has become somewhat of a household name among language learners. In 2009 the company went public, selling shares that increased in value almost immediately. A year later however, stock prices have dropped, leaving investors wary.

One reason cited for the company’s downfall was unsophisticated marketing. Sure, they ran ads on TV, but it seems what they lacked was a long-term, comprehensive marketing strategy that accounts for the ups and downs of the economy. This is a topic I’ve written about both in articles and in my PhD thesis.

Marketing in good economic times is easy because money flows freely. Marketing during an economic downturn requires more creativity, more tenacity, more focus and better strategies.

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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.

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