Marketing of Revenue-Generating ESL Programs at the University of Calgary: A Qualitative Study.

Eaton, Sarah Elaine

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Record Details - ED510362

Title: Marketing of Revenue-Generating ESL Programs at the University of Calgary: A Qualitative Study

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Title:	Marketing of Revenue-Generating ESL Programs at the University of Calgary: A Qualitative Study
Authors:	Eaton, Sarah Elaine
Descriptors:	Second Language Programs; English (Second Language); Interviews; Institutional Advancement; Work Experience; Administrator Attitudes; Delivery Systems; Program Administration; Definitions; Literature Reviews; Research Design; Foreign Countries; College Programs; Income; Marketing; Administrator Qualifications
Source:	Online Submission, Ph.D. Thesis, University of Calgary
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Publisher:	N/A
Publication Date:	2009-04-00
Pages:	241
Pub Types:	Dissertations/Theses
Abstract:	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.)
Abstractor:	As Provided
Reference Count:	143

Note:	N/A
Identifiers:	Alberta (Calgary)
Record Type:	Non-Journal
Level:	N/A
Institutions:	N/A
Sponsors:	N/A
ISBN:	N/A
ISSN:	N/A
Audiences:	N/A
Languages:	English
Education Level:	Higher Education

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