Competing in the IELP Marketplace

In April 2014, The EvoLLLution focused a week-long Mini Feature on the Competing in the International English Language Program Marketplace.

As the numbers of traditional-age students decline across the United States, higher education leaders are scrambling to find new student markets to access and capitalize on. One market that has been flying under the radar for decades is the international student marketplace, and one way to bring these students into the institution is by offering robust language education.

But is competing in this market as easy as setting up an English language program geared towards international students?


Benefits and Challenges of International English Education

English Language Programs and International Student Recruitment

International English language programs can provide institutions with new pathways to enroll the growing numbers of international students looking to earn a degree from an American institution.

Four Internal Challenges and Considerations for International English Program Administrators

International English language programs cannot be made successful overnight; they require dedicated management and careful consideration for the elements that make these programs unique.


Roadblocks to Competing in the International Forum

AUDIO | Succeeding in the IELP Marketplace Requires Understanding, Investment and Focus

Institutions must be mindful of the unique and specific needs of international students when they develop IELPs, and cannot assume that simply having the program will lead to increased enrollment.

Challenges to Competition: Changing to Compete for International Enrollments

The international student marketplace is highly lucrative but, for the most part, American postsecondary institutions have not developed the necessary infrastructure or systems to adequately compete.


New Entrants to the English Education Marketplace

Putting the E into MOOC: Open Courses and English Language Education

English language MOOCs are not intended to replace IELPs, but rather work with them to create robust and all-encompassing hybrid learning opportunities for international students.

Learning Without Pressure: English Writing MOOCs for an International Audience

English writing MOOCs offer students from across the world the opportunity to write and think in English without the pressure of grades and degrees.

The Next Billion Learners: Disrupting English-Language Education Programs

IELPs at American universities and domestic English-language learning centers currently dominate the English education market in the Global South, but growing online options and improved technologies could soon change that.


Developing Strong International English Language Programs

The Business Case for English Language Programs in Continuing Education

Robust approaches to international marketing, the infrastructure to manage a unique population of international students and high-quality and enthusiastic staff are all critical elements of building a successful English language program.

AUDIO | IELP is About Long-Term Investment, Not Short-Term Gain

The international demand for English language programs is very high, but institutions must be prepared to invest heavily in their IELP infrastructure if they hope to be successful.

AUDIO | The Importance of Reputation and Name Recognition

Institutions in the United States are sought after by international students due to their reputations and the capacity for a degree from an American institution to later assist in a job search.


Standing Out and Succeeding in the International Marketplace

AUDIO | Focusing on Competitive Advantage in the IELP Marketplace

There are a number of niches within the IELP marketplace, but some may be best suited for private corporations to access.

Content Marketing, MOOCs and Pathways: Three Innovations in International Student Recruitment

The international English language marketplace is diverse and highly competitive, requiring institutions to come up with new and unique approaches to recruitment.

Over the course of this Mini Feature, we published articles and interviews from contributors across the higher education world discussing their opinions on issues including:

  • What does it take to compete in this marketplace?
  • Who is already competing in the space, and what is making new entrants successful?
  • Are there any niches available in this marketplace for institutions to seek out?

Read, comment and learn about what the this all means for higher education!