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Marketing Languages other than English

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Marketing languages other than English

“Surprisingly 75% of the world’s population actually doesn’t speak English,” says Jan Capper, Executive Director of the International Association of Language Centres (IALC).

These slides are from a presentation Ms Capper gave at the ICEF 2014 Berlin Workshop on the similarities between marketing English and languages such as Spanish, Russian and Mandarin. She explained the advantages for students in learning other languages abroad, as well as the benefits for agents who want to enhance their student offering with languages other than English.

We have also included an exclusive video interview with Ms Capper where we explore the market for teaching languages other than English, and why students are pursuing other foreign languages.

For more industry news, market intelligence, research and commentary for international student recruitment please visit http://www.icefmonitor.com, subscribe for free daily or weekly updates, and follow us on Twitter http://www.twitter.com/icefmonitor.

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Marketing Languages other than English

  1. 1. © IALC | Quality language schools worldwide Marketing Languages other than English ICEF Berlin 2014
  2. 2. © IALC | Quality language schools worldwide ICEF 2014 Marketing languages other than English An opportunity for you? WHY? Let’s look at: WHICH? HOW?
  3. 3. • Around 75% of the world's population don’t speak a word of English • A country’s economic growth depends on export • The global market is ever more competitive Some basic facts © IALC | Quality language schools worldwide ICEF 2014 WHY?
  4. 4. Example: Spanish • 500 million native speakers • official language of 20 countries and 1 dependency Reason 1: Because it’s widely spoken © IALC | Quality language schools worldwide ICEF 2014
  5. 5. Example: German • 100 million native speakers • the most widely spoken native language in the EU Reason 1: Because it’s widely spoken © IALC | Quality language schools worldwide ICEF 2014
  6. 6. Example: French • official language of 29 countries • only language other than English spoken on all five continents Reason 1: Because it’s widely spoken © IALC | Quality language schools worldwide ICEF 2014
  7. 7. Example: China • the world’s second largest and fastest growing major economy • Already some international companies prefer fluency in Mandarin to an MBA Reason 2: It’s a strong/growing economy © IALC | Quality language schools worldwide ICEF 2014
  8. 8. Example: Germany • job opportunities for EU professionals from southern and eastern Europe Reason 2: It’s a strong/growing economy © IALC | Quality language schools worldwide ICEF 2014
  9. 9. Example: Portuguese • Mozambique is a top-ten growth economy • Brazil: world’s sixth largest economy & engine of growth for other Latin America economies Reason 2: It’s a strong/growing economy © IALC | Quality language schools worldwide ICEF 2014
  10. 10. • Economic growth depends on export: SMEs as well as large companies need language skills to compete • In 2003, international trade between countries sharing a land border was about 24% of total world trade Reason 3: Because of trade links © IALC | Quality language schools worldwide ICEF 2014 What are the major markets for your country’s exports?
  11. 11. • Italian for fashion & design German for science & engineering French for food & luxury goods • Tourism, hospitality, international journalism, diplomacy… • Professional linguist: teaching, translating, interpreting Reason 4: For a specific career © IALC | Quality language schools worldwide ICEF 2014
  12. 12. Official language:  French: UN, EU, NATO, FIFA, WTO, International Red Cross…  German: European Patent Organisation, European Space Agency, World Association of Newspapers, many European & global sports organisations… Reason 4: For a specific career © IALC | Quality language schools worldwide ICEF 2014
  13. 13. • To beat the competition for that perfect job…. • For better pay – employees with language skills may earn 10% more Reason 5: For a better career © IALC | Quality language schools worldwide ICEF 2014
  14. 14. 90% of participants said language mattered for their operations and competitiveness in terms of: • Customers • Partners • Suppliers The 2011 CELAN Survey Language Needs of European Businesses © IALC | Quality language schools worldwide ICEF 2014
  15. 15. • 62% especially recruit staff with existing language skills • 33% train staff in language skills • Language skills are most important at management level © IALC | Quality language schools worldwide ICEF 2014 The 2011 CELAN Survey Language Needs of European Businesses
  16. 16. • Meetings • Presenting the company or products • Trade fairs • Marketing communications • Market intelligence & information • Management of international relations • Social interactions with partners & suppliers © IALC | Quality language schools worldwide ICEF 2014 How languages are used in business The 2011 CELAN Survey Language Needs of European Businesses
  17. 17. • Pathways in other languages are increasing • French public universities cost €190-400 per year • University study in Spain costs €700-1200 per year - Latin America is even cheaper • Cost to non-EU citizens of an Austrian public university is €350-750 per semester Reason 6: For cost-effective study abroad © IALC | Quality language schools worldwide ICEF 2014
  18. 18. • Affluent mature, educated middle class • People with a love of literature, art, culture, architecture • People with a love of language & communication Reason 7: For travel and culture © IALC | Quality language schools worldwide ICEF 2014
  19. 19. Russian learners at Liden & Denz Yong Cheol Choi, South Korea, can communicate with his Russian clients in English, but wants to improve business. He hopes to work in his company’s offices in Russia, Ukraine or Kazakhstan. Pierre Billon-Lanfrey, France, works in a hotel in Biarritz. His boss agreed to the course abroad as they have many Russian guests. Nikolaus Graf Vitzthum, Germany, a desk officer at the German Ministry of Economics, learnt Russian for 3 years to increase job opportunities and is now economic attaché at the embassy in Moscow. © IALC | Quality language schools worldwide ICEF 2014 Case studies
  20. 20. Students of Actilingua in Vienna have gone on to the University of Vienna and Vienna University of Economics, while others are working for IBM, Mercedes Benz US International, Hilton Hotels and Harvard University. A Spanish student of GLS (German + internship) now works at the architects’ firm in Berlin where the internship took place. Claudio, an Italian studying English at BBSI, is also learning Chinese in preparation for the second year of his degree at Tongji University, one of a growing number of partnered degree courses. Case studies © IALC | Quality language schools worldwide ICEF 2014
  21. 21. This will depend on your market and the language’s general importance …. © IALC | Quality language schools worldwide ICEF 2014 WHICH?
  22. 22. Which languages? © IALC | Quality language schools worldwide ICEF Latin America 2014 Mandarin Chinese 960 million (nat.) Economic growth & potential Fluent Mandarin speakers in hot demand French 73.8 million (nat.) 338 million (L1&L2) Language of international relations Spoken on all 5 continents German 90 million (nat.) 55 million (L2) Job opportunities for EU citizens Important language in science & technology Italian 64 million (nat.) Fashion, design & car industries Tourism & culture Spanish 470 million (nat.) Global language Growth markets of Latin America Portuguese 220 million (nat.) 250 million (L1&L2) Major economy of Brazil Fast-growing economy of Mozambique Russian 150 million (nat.) 260 million (L1&L2) Major European trading nation The fifth most prevalent language in the world Language Speakers 2 good reasons… Japanese 125 million (nat.) World’s third largest economy Leader in high-tech & automotive industries
  23. 23. • Demand • Competition • Cost of entry Where’s the market opportunity for you? © IALC | Quality language schools worldwide ICEF 2014 HOW?
  24. 24. • Are you turning down enquiries: track them – which languages? • What’s being taught in schools? (UK: 20% increase in Chinese) • What are your country’s major trading partners? • Market trends: over half a million people are now learning French in India…. Is there a demand? © IALC | Quality language schools worldwide ICEF 2014
  25. 25. • Is there a gap in the market? • If the competition are doing it, are you missing out? What’s the competition? © IALC | Quality language schools worldwide ICEF 2014
  26. 26. © IALC | Quality language schools worldwide ICEF 2014 • Often you can use your existing market/channels • You already have the expertise and systems What’s the cost of entry?
  27. 27. © IALC | Quality language schools worldwide ICEF 2014 • Usually it’s not instead of, but as well as • Older average age of client • Smaller market • Visa situation What are the differences with English?
  28. 28. © IALC | Quality language schools worldwide ICEF 2014 • Programmes exist at all levels and for all needs • Professional language schools offer the same comprehensive support as ESL schools What are the similarities with English?
  29. 29. Quality language schools worldwide Jan Capper Executive Director Jan.capper@ialc.org 133 accredited language schools 22 countries 9 languages © IALC | Quality language schools worldwide ICEF 2014 • Meet us at Stand 27 • Meet IALC schools in the IALC village • Visit www.ialc.org for schools, courses, news, offers and events.

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