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ERIC Number: ED510362
Record Type: Non-Journal
Publication Date: 2009-Apr
Pages: 241
Abstractor: As Provided
Marketing of Revenue-Generating ESL Programs at the University of Calgary: A Qualitative Study
Eaton, Sarah Elaine
Online Submission, Ph.D. Thesis, University of Calgary
This qualitative case study endeavored to understand how program managers at one post-secondary Canadian university define, understand and undertake the marketing of their revenue-generating English as a Second Language (ESL) programs. Data were collected through interviews with three managers of distinct English as a Second Language (ESL) Programs at the University of Calgary. Interview questions addressed the topics of manager qualifications and experience, how managers promoted their programs and what the concept of marketing meant to them. The study used constructivist theory as its framework. It was also influenced by concepts found in appreciative inquiry. In the findings section of this study, recommendations are made for how to improve the marketing and general administration of English as a Second Language programs at universities. In addition, a section is dedicated to how marketing may be understood within the context of revenue-generating language programs. A timeline of ESL program development is appended. A glossary is also included. (Contains 3 tables.)
Publication Type: Dissertations/Theses
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Canada (Calgary)