ERIC Number: ED224308
Record Type: RIE
Publication Date: 1982
Reference Count: N/A
A Marketing Strategy for Spanish for Business.
Grosse, Christine Uber
The development of a marketing strategy for business Spanish courses by means of situational analysis is described. The planner of marketing strategy must consider demand for a course, institutional acceptance, and financial support. A survey of 508 universities revealed a low level of demand for business Spanish which could potentially be expanded, a low rate of institutional acceptance as indicated by the number of schools with a language requirement, and a low level of outside funding for business Spanish courses. Suggestions are made for raising demand through a variety of promotional techniques, gaining acceptance of business Spanish by the department and university through personal selling of key personnel and the publicizing of a rationale, and generating outside funding sources. Sample worksheets for environmental analysis and strategic planning are provided to illustrate the role of situational analysis in developing a marketing strategy. (RW)
Descriptors: Business, Business Communication, College Second Language Programs, Educational Demand, Educational Innovation, Grantsmanship, Higher Education, Languages for Special Purposes, Marketing, Program Development, Spanish
Not available separately; see FL 013 333.
Publication Type: Speeches/Meeting Papers; Reports - Descriptive
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Eastern Michigan University Conference on Spanish for Bilingual Careers in Business (Ypsilanti, MI, March 18-20, 1982).