Consumer Motivations for Establishing a School

Paper Summary:

This paper looks at the issue of international education and considers the consumer decision-making process that motivates, in particular, Chinese students to enroll in educational institutions in Vancouver, Canada. It also examines the pressures and incentives that may induce Chinese students to study in Vancouver and offers a marketing plan for the successful development of a new English as a second language (ESL) school. The paper discusses the social, cultural and educational considerations, as well as a general economic outlook for the future.

Table of Contents:
Introduction
Industry Overview
Consumer Identification
Analysis of Consumer Motivation
Marketing implications
Conclusion

From the Paper:

"Another important point to be addressed in the literature is the quick turnaround offered by the school. As an intensive, short-duration course, the academy will offer students the most efficient methods of learning and using English to pass the exam (if this is their stated goal). As we have also seen, there is a tremendous amount of money in the ETL book publishing industry. This is a market which is largely unregulated and there are few standard texts accepted by all institutions. Therefore, the development of a unique teaching curriculum supported by an in-house publishing wing may offer a long-term and lucrative source of income. As Vancouver is home to a number of universities, colleges and other educational institutions, as well as a thriving Chinese community, it may be possible to co-develop a series of educational books that take into account the realities - and pressures - faced by Chinese ESL learners."

Sample of Sources Used:

• Aepweb (2002) ESL: Defining the Market Opportunity <www.aepweb.org/pdfs/International/Kemp.ppt>
• Buck, K., Byrnes, H., & Thompson, I. (Eds.) (1989). The ACTFL oral proficiency interview tester training manual. Yonkers, NY: American Council on the Teaching of Foreign Languages.
• Celta (2007) Cambridge CELTA (Certificate in Teaching English to Speakers of Other Languages) < http://www.celta.ca/>
• Corbin, Mario (2006) 'Suicide in Education' <http://esllanguageschools.suite101.com/article.cfm/suicideineducation>
• Haycraft, John (1984) An Introduction to ELT, Longman, 1984.

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