An analysis of consumer motivations for the establishment of an English as a second language (ESL) school for Chinese students in Vancouver, Canada.
Written in 2008; 3,196 words; 10 sources; APA; $ 92.95
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."
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