Marketing Languages other than English ICEF Latin America 2014 Quality language schools worldwide
Marketing languages other than English An opportunity for you? Let s look at: WHY? WHICH? HOW?
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
Reason 1: Because it s widely spoken Example: Spanish 500 million native speakers official language of 21 countries
Reason 1: Because it s widely spoken Example: German 100 million native speakers the most widely spoken native language in the EU
Reason 1: Because it s widely spoken Example: French official language of 29 countries only language other than English spoken on all five continents
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
Reason 2: It s a strong/growing economy Example: Germany Economic powerhouse of Europe
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
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?
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
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
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
Reason 6: For cost-effective study abroad Pathways in other languages are increasing French public universities cost 184-391 per year University study in Spain costs 700-1200 per year Cost to non-eu citizens of an Austrian public university is 350-750 per semester
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
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.
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.
WHICH? This will depend on your market and the language s general importance.
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
HOW? Where s the market opportunity for you? Demand Competition Cost of entry
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.
What s the competition? Is there a gap in the market? If the competition are doing it, are you missing out?
What s the cost of entry? Often you can use your existing market/channels You already have the expertise and systems
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
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
Quality language schools worldwide Meet me Stand 8 Meet 13 IALC members in the IALC village Visit www.ialc.org for schools, courses, news, offers and events. Jan Capper Executive Director, IALC Jan.capper@ialc.org +44 1227 769007 132 accredited language schools 22 countries 9 languages Quality IALC language Quality language schools worldwide schools worldwide ICEF Latin America 2014