ThaiTESOL
Newsletter Vol. 13 No 2, July 2000
A
report on Marketing and ELT Workshop by ELTeCS-East Asia and ThaiTESOL
MGM SIG
Isabel Martin and Tim Conway (Extract)
This is a brief summary of a workshop (15-17 June) on Marketing and ELT in Bangkok organized jointly by ELTeCS-East Asia and Thailand TESOL Management SIG. A report is available with details of key input and discussion points of the workshop including a recommended reading list. To obtain a copy of the report simply email, fax or write to Sonthida Keyuravong, Dept. of Foreign Languages, Faculty of Science, Mahidol University, Rama 6 Road, Bangkok 10400, Thailand. Email scsky@mahidol.ac.th, fax 00 662 644 5426.
What
was the aim of the workshop?
The overall goal of the workshop was to raise the quality of ELT provision
in the region by focussing on strengthening the customer-orientation of
products and services especially within the tertiary sector and private
ELT organizations.
Two specific
aims were:
1: For all participants to be aware of key principles, concepts and tools
of marketing and to have an opportunity to reflect on how they apply to
their own working context
2: To strengthen a regional ELT network through increased organizational
links.
Who
were there?
There were 32 participants from 7 countries in the region (Philippines,
Brunei, Malaysia, Taiwan, Indonesia, Myanmar and Thailand). These included
11 from universities (mainly Heads of English Departments), 7 from private
language schools (mainly Directors), 2 from ELT publishing, 1 from ELT
exams (Regional Co-ordinator of UCLES), 6 from British Councils and 3
from ELT development projects (CfBT).
The presenter was Alison McGowan, a freelance management consultant specialising in ELT. Roy Cross, the Assistant Director of British Council ELT services world-wide and a key person in the setting up of ELTeCS, was present for the last day. The Director of the British Council Thailand, Dr Bashkar Chakravarti, formally opened the workshop highlighting the importance of the subject especially in view of current education reform developments.
What
was covered in the workshop?
On day one key concepts, principles and tools of marketing were introduced
including a clear definition of the term marketing, SWOT and PEST-EC analysis,
business product lifecycles and the ANSOFF and BOSTON matrices. The concept
of a marketing planning process was described with reference to its relevance
to ELT products and services (including courses, exams and publications)
both in state sector universities and private organizations. Participants
were encouraged to reflect on their wider national ELT context (especially
the current impact of both computer technology and national education
policies) as well as a checklist of internal organization factors.
The second day morning focussed on the importance of relationship marketing or being customer-orientated. This was seen as absolutely critical to ELT and education services in general. Alison moved through 4 areas: how customer service fits into marketing; the importance of getting things right; problems organisations have and why; and managing the future so that problems do not occur. Some of the issues raised included the importance of front-line staff and communication services as well as the need to regards all staff as customers.
In the afternoon we turned to effective promotion. The importance of planning promotion was emphasised in terms of targeting your audience, establishing a clear message and considering when and how best to get your message across. Again, checklists were introduced and participants had time to critically examine a range of authentic ELT organization brochures and leaflets.
On the final day the focus was on pulling everything together in writing a marketing plan. Participants were encouraged to establish specific marketing objectives and then consider how they would achieve them (strategies and tactics). Calendarisation, budgeting and evaluation of marketing plans were also discussed.
What
was achieved by the workshop?
In terms of achieving its aims, feedback from participants was very positive
with those not previously knowing much about marketing expressing satisfaction
in gaining a solid introductory framework. Those with more experience
expressed benefit from having time to reflect on their organizations and
locate specific areas for action. Everyone appreciated the opportunity
for networking: learning about other countries and organisations and making
useful contacts.
A significant achievement of the workshop was in connecting the importance of marketing to universities, especially those in the state sector, which was underscored in a concluding remark from a Thai state university Associate Professor (and President of ThaiTESOL) that this workshop had highlighted the fact that universities cannot afford to sit back and must take on board the real world of marketing and developing effective customer-orientated services.
The workshop concluded with participants encouraged to write some specific action points for when they returned to their organizations.
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