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
Geraldine de Berly | Senior Associate Dean of University College, Syracuse University
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
William Gaskill | Director of the American Language Center, UC Los Angeles Extension
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
Maureen MacDonald | Dean of Continuing Studies, University of Victoria
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
David Stremba | Managing Director for North America, INTO University Partnerships
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
Chris Evason | Managing Director, International Education Services
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
Maggie Sokolik | Lecturer, UC Berkeley
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
Tuan Minh Pham | Founder and CEO, Topica Edtech Group
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
Sherry Yuan Hunter | Director of the English Language Program, University of Toronto
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
Beth Greenwood | Associate Dean of International Programs, UC Davis Extension
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
Rajeeth Dev Anand | President of the International Students Association, Michigan State University
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
Andrew Scales | Academic Director of the English Language Institute, University of British Columbia
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
Jon Felperin | Director, Upskilling Academics
The international English language marketplace is diverse and highly competitive, requiring institutions to come up with new and unique approaches to recruitment.