The Marketing Strategies and Applications of English Language Teaching (ELT) Programs via Distance Education

The Marketing Strategies and Applications of English Language Teaching (ELT) Programs via Distance Education

Salih Usun (Mugla University, Turkey) and Sevki Komur (Mugla University, Turkey)
DOI: 10.4018/978-1-60960-074-7.ch024
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The main aim of this descriptive study is to review the marketing strategies and applications of English Language Teaching (ELT) programs via distance education. The study, firstly, introduces the role of English as a global language in the 21st century and the importance of marketing of English Language Teaching (ELT) programs, examines using ways of distance education and distance teacher training in ELT, and finally, presents the some sample of websites on marketing ELT programs and products via e-Learning.
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Today more than a billion people speak English. English is now a global language and this language, like football and other sports, began here and has spread to every corner of the globe. It is becoming the world's language: the language of the internet, of business, of international flight - the pathway of global communication and global access to knowledge. It has become the vehicle for hundreds of millions of people of all countries to connect with each other, in countless ways. Indeed, English is much more than a language: it is a bridge across borders and cultures, a source of unity in a rapidly changing world. English language teaching (ELT) has been an important global activity and a large business and industry for the past five decades or so.

This has been concurrent with the international role English language has been playing on the world arena in the postcolonial/neocolonial age. A very important aspect of the politics and economics of English today is ELT (Phillipson, 1990; Bourne, 1996). ELT has become a global activity and to a large extent a business and industry, which can be dated to the 1950s (Dua, 1994; Pennycook, 1994). English and ELT within this context has become a valuable commodity for export and a profit-making multinational industry in the hands of the West (Al-Issa,2002).

The rapid developments and diffusion of ICT is both a contributor to, and a resultant of, the broader socioeconomic changes discussed in this paper, and it affects the entire context and ecology of language teaching today. No discussion of technology's impact on English teaching would be complete without analyzing the state of distance education. Universities and the private sector are rushing into distance education, seeking to reach new markets and achieve economies of scale. This is part of a broader process of the commercialization of higher education which began in the area of research (with production and sale of patents and exclusive licenses) and has now shifted to education with production and sale of copyrighted videos, courseware, CD-ROMs, Web sites, and packaged courses.

Everything in the world today needs to be marketed well; even education, hence marketing strategies and distance learning go hand in hand. In order to create a lasting impact on the minds of the target audience, educational institutions offering distance learning programs need to be a cut above the rest. Education is a service and any service needs to be marketed well to be attractive to the consumer, who in this case is a student. It's a changing world, and technology has become the backbone of any distance education program. Marketing strategies and distance learning are symbiotic, since education is essentially a service and deals with human beings. Hence student enrollment and retention are very critical aspects for a college to consider (Zorn, 2007). Marketing and encouraging e-Learning takes place on many levels (internal, external, to educators, as a business, etc.) and involves many different aspects (infrastructure, content, systems, etc.). At every stage of e-Learning implementation, the important issues are social resistance, change management, and promotion.

Teaching English a second or foreign language has become one of the challenging educational endeavors since its inclusion into the school programs. As learning cannot be confined to the boundaries of classroom and four or five year intensive programs and much of learning continues outside the traditional classroom, it has become a requirement to provide new ways of keeping language teacher up-to date with the latest development in their professions. At this point distance education programs can facilitate the marketing of English Language Teaching (ELT) programs. The main aim of this study is to review the marketing strategies and applications of English Language Teaching (ELT) programs via distance education.

Complete Chapter List

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Table of Contents
Paul Kawachi
Chapter 1
Juliet Stoltenkamp, Jephias Mapuva
Among those communication and marketing tools that will inform the basis of this chapter will be the blog whose introduction into the ICT interface... Sample PDF
Integrated Marketing Communications and Their Application to the Open Education Field
Chapter 2
Goknil Nur Koçak
This chapter aims to open a discussion on how tertiary level students of 21st century transform from passive receivers of courses to producer –... Sample PDF
From Consumer to Prodsumer: Contemplation on Product, Producer and Consumer in Tertiary Education
Chapter 3
Ruth Gannon Cook
This chapter addresses the effectiveness of down-to-earth marketing efforts over cloud management in both recruitment and retention of students in... Sample PDF
Educational Marketing: Coming Down from the Cloud Using Landing Gear
Chapter 4
Ormond Simpson
This chapter will examine these factors in turn and will maintain that there are serious issues in all of them that need careful unpacking before... Sample PDF
Marketing Online Education
Chapter 5
Victor C. X. Wang
To serve a significant portion of the student population, adult learners, in the academy in the 21st century, this chapter argues that online... Sample PDF
Marketing and Promoting Online Adult Education
Chapter 6
Ebru Gokaliler, Ayda Sabuncuoglu Aybar
The brand management process consists 5 steps which are: market analysis, brand situation analysis, targeted positioning, testing the new... Sample PDF
Brand Management Process for the Online Education Programmes
Chapter 7
N. Bilge Ispir
All distance education institutions need inform their target audience (in this case, target students) about their education programs. In order to do... Sample PDF
Ad Avoidance and Distance Education Marketing: How Ad Avoidance Can Affect Distance Education Advertising
Chapter 8
Osman Gok, Emir Ozeren
The chapter argues that OE service providers require well designed marketing strategies and should differentiate the institution and the programs... Sample PDF
Marketing Distance Education Programs: Building a Customer Orientation
Chapter 9
Najmuddin Shaik, Shannon Ritter
A growing number of colleges and universities are using social media as an integral component of their marketing strategy, because they realize... Sample PDF
Social Media Based Relationship Marketing
Chapter 10
Gonca Telli Yamamoto
This study could be defined as the process through which an education typically moves, as well as the moves of marketing of these programs. User... Sample PDF
M-Learning: New Concept, New Rules, New Implementations in Marketing in Cases on Challenges Facing E-Learning and National Development: Institutional Studies and Frameworks
Chapter 11
Jephias Mapuva
This section of the book is going to provide a definition and the role of online education in today’s world. In this section, online education is... Sample PDF
Defining the Role of Online Education in Today’s World
Chapter 12
Murat Hismanoglu
In our times, many educational institutions are providing online degree programs for learners by supplementing their traditional offline class with... Sample PDF
Important Issues in Online Education: E-Pedagogy and Marketing
Chapter 13
Mehpare Tokay Argan, Metin Argan
The findings indicate that members of the reviewed website used forums heavily as a means of interactivity and gathering of health related and... Sample PDF
Marketing of Virtual Healthcare Communities as Being Distance and Open Learning (DOL) Environments
Chapter 14
Michael Stellefson
This chapter discusses considerations for marketing select distance education courses in health education. Five questions and answers are provided... Sample PDF
Considerations for Marketing Distance Education Courses in Health Education: Five Important Questions to Examine Before Development
Chapter 15
Bamidele A. Ojo
This chapter examines the marketing of e-learning and challenges facing distance education in Africa. While discussing the growing trend in distance... Sample PDF
Marketing E-Learning and the Challenges Facing Distance Education in Africa
Chapter 16
Mesude Canan Ozturk
It can be seen that due to increasing importance of public relation efforts, mega universities started to assign more place to corporate identity... Sample PDF
Applying the Corporate Identity in Mega Universities’ Web Sites
Chapter 17
Purnendu Tripathi, Siran Mukerji
The ODL institutions need to have a competitive strategy so as to provide quality education at an affordable cost. This makes India a special case... Sample PDF
Strategic Framework for Sustainable Development of Open and Distance Learning Programs in India: Marketing Perspective
Chapter 18
Manuel Cuadrado-Garcia, María-Eugenia Ruiz-Molina
Exchange agreements between universities and new technologies are influencing the education-learning process during the past few years. E-learning... Sample PDF
Cross-Cultural Comparison of Student Perceptions and Performance in a Multicultural, Interdisciplinary and Bilingual Online Educational Project
Chapter 19
Evan G. Mense, John H. Fulwiler, Michael D. Richardson, Kenneth E. Lane
With student population on the rise globally, colleges and universities face daunting new challenges to accommodate the increased demand for... Sample PDF
Standardization, Hybridization, or Individualization: Marketing IT to a Diverse Clientele
Chapter 20
David S. Stein, Constance E. Wanstreet, Michelle L. Lutz, Tiffany Dixon
This chapter presents a marketing model for four-year higher education institutions that may be appropriate for engaging aging Baby Boomers in... Sample PDF
Older Adults as New Learners: A Framework for Marketing Online Education to the Other Adult Learner
Chapter 21
Elizabeth Moore Rhodes, Willie Ennis, Mindy Crain-Dorough, Michael D. Richardson, Tak C. Chan
This chapter examines marketing messages that may persuade older adult learners to enroll in online higher education programs. It builds on a... Sample PDF
Financing Distance Education in a Time of Economic Challenge
Chapter 22
Don S. Stumpf
Distance learning programs have influenced nearly all aspects of higher education. Extended campus locations at many colleges and universities have... Sample PDF
Leadership and Distance Learning: Implications for the Administration of Higher Education Extended Campus Locations
Chapter 23
Ileana Hamburg, Judith Terstriep, Steffi Engert
In this chapter, results of European studies and projects coordinated also by authors i.e. ARIEL (Analysing and Reporting on the Implementation of... Sample PDF
Promoting Online Education for New Working Environments in Companies
Chapter 24
Salih Usun, Sevki Komur
The main aim of this descriptive study is to review the marketing strategies and applications of English Language Teaching (ELT) programs via... Sample PDF
The Marketing Strategies and Applications of English Language Teaching (ELT) Programs via Distance Education
James Fong
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