Marketing Languages other than English

Transcription

1 Marketing Languages other than English ICEF Latin America 2014 Quality language schools worldwide

2 Marketing languages other than English An opportunity for you? Let s look at: WHY? WHICH? HOW?

3 WHY? Some basic facts 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

4 Reason 1: Because it s widely spoken Example: Spanish 500 million native speakers official language of 21 countries

5 Reason 1: Because it s widely spoken Example: German 100 million native speakers the most widely spoken native language in the EU

6 Reason 1: Because it s widely spoken Example: French official language of 29 countries only language other than English spoken on all five continents

7 Reason 2: It s a strong/growing economy Example: China the world s second largest and fastest growing major economy Already some international companies prefer fluency in Mandarin to an MBA

8 Reason 2: It s a strong/growing economy Example: Germany Economic powerhouse of Europe

9 Reason 2: It s a strong/growing economy Example: Portuguese Mozambique is a top-ten growth economy Brazil: world s sixth largest economy & engine of growth for other Latin America economies

10 Reason 3: Because of trade links 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 What are the major markets for your country s exports?

11 Reason 4: For a specific career Italian for fashion & design German for science & engineering French for food & luxury goods Tourism, hospitality, international journalism, diplomacy Professional linguist: teaching, translating, interpreting

12 Reason 4: For a specific career 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

13 Reason 5: For a better career To beat the competition for that perfect job. For better pay employees with language skills may earn 10% more

14 Reason 6: For cost-effective study abroad Pathways in other languages are increasing French public universities cost per year University study in Spain costs per year Cost to non-eu citizens of an Austrian public university is per semester

15 Reason 7: For travel and culture Affluent mature, educated middle class People with a love of literature, art, culture, architecture People with a love of language & communication

16 Case studies Russian learners at Liden & Denz Yong Cheol Choi, South Korea, can communicate with his Russian clients in English, but wants to improve business and 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.

17 Case studies 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.

18 WHICH? This will depend on your market and the language s general importance.

19 Which languages? Language Speakers 2 good reasons Mandarin Chinese 960 million (nat.) Economic growth & potential Fluent Mandarin speakers in hot demand French German 73.8 million (nat.) 338 million (L1&L2) 90 million (nat.) 55 million (L2) Language of international relations Spoken on all 5 continents 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 Russian 220 million (nat.) 250 million (L1&L2) 150 million (nat.) 260 million (L1&L2) Major economy of Brazil Fast-growing economy of Mozambique Major European trading nation The fifth most prevalent language in the world Japanese 125 million (nat.) World s third largest economy Leader in high-tech & automotive industries

20 HOW? Where s the market opportunity for you? Demand Competition Cost of entry

21 Is there a demand? 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.

22 What s the competition? Is there a gap in the market? If the competition are doing it, are you missing out?

23 What s the cost of entry? Often you can use your existing market/channels You already have the expertise and systems

24 What are the differences with English? Usually it s not instead of, but as well as Older average age of client Smaller market Visa situation

25 What are the similarities with English? Programmes exist at all levels and for all needs Professional language schools offer the same comprehensive support as ESL schools

26 Quality language schools worldwide Meet me Stand 8 Meet 13 IALC members in the IALC village Visit for schools, courses, news, offers and events. Jan Capper Executive Director, IALC Jan.capper@ialc.org accredited language schools 22 countries 9 languages Quality IALC language Quality language schools worldwide schools worldwide ICEF Latin America 2014