demand for english language services in india and china
TRANSCRIPT
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April 2009
Demand for English Language
Services in India and China
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Outline
Objectives & methodology 3
Main findings – India 6 – Methodology 7 – Overview of the market 1 – !he market among learners"#otential learners $% – !he market among nglish lang'age teachers %( – !he market among major em#loyers () – *'mmary & Im#lications 6)
Main findings – +hina 73 – Methodology 7% – Overview of the market 77
– !he market among learners"#otential learners ,$ – !he market among nglish lang'age teachers 113 – !he market among major em#loyers 1$( – *'mmary & Im#lications 13$
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Objectives & methodology
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Research objectivesesearch re!uired "o provide !uan"i"a"ive da"a on mar#e" "rends and developmen"s in "he
demand for$ and provision of$ all #inds of English language services in India and China – And "o up%da"e previous research conduc"ed in "he "&o mar#e"s in 200' and 200(
Specific !ues"ions "ha" need ans&ering include) – *ho &an"s "o learn English$ and ho& does "his mar#e" segmen"+
– *ha" are "he #e, drivers of demand+
– *ha" #inds of English language services are re!uired+
– -o& much is curren"l, .eing spen" on "hese services and ho& is "his forecas" "o change over "he ne/"
%10 ,ears+ – In &ha" &a, do percep"ions of$ and demand for$ English compare &i"h o"her #inds of English eg
American$ indigenous varian"s5+
6his &ill .e used "o inform s"ra"egic decision%ma#ing ., EL providers in rela"ion "o) – 7usiness oppor"uni"ies in India and China
– ecrui"men" of s"uden"s for EL6 in "he
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-esk research .'antitative researchwith ad'lts"#arentslearners and #otential
learners
.'alitative research withmajor em#loyers
.'alitative researchwith teachers
Meeting the objectives
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Main findings - India
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Methodology - India
uali"a"ive research) – In%dep"h in"ervie&s$ conduc"ed face%"o%face
– Each in"ervie& up "o 30 minu"es long
– in"ervie&s &i"h English language "eachers$ mi/ of schools:universi"ies
– in"ervie&s &i"h leading emplo,ers$ - Direc"or level or e!uivalen"$ mi/of na"ional companies serving "he domes"ic mar#e" onl, and "hose &hoare ;going glo.al
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Methodology – India - cont
uan"i"a"ive research) – ace%"o%face in"ervie&s
– Each in"ervie& up "o 20 minu"es long
– 200 in"ervie&s$ 0 each &i"h adul" learners$ po"en"ial adul" learners$paren"s of ,oung learners and paren"s of po"en"ial ,oung learners
– Delhi and 7angalore$ 1'%24 April 2009
Comparisons also made &i"h !uan"i"a"ive research conduc"ed .,I> 7 in 200( – EL6 Audience Segmen"s repor")
– >i/ of self%comple"ion &i"h in"ervie&er presen"$ and face%"o%facein"ervie&s appro/ 80B self%comple"ion5
– ' 8 in"ervie&s &i"h "eachers:professors
– 0 in"ervie&s &i"h es"a.lishmen"s
– epor" da"ed >arch 200(
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Desk research sources - IndiaEnglish Language 6eaching Audience Segmen"s in India Sri Lan#a and "heirSuppor" e!uiremen"s$ I> 7 In"erna"ional$ >arch 200( revious research 5
CLSA Asia% acific >ar#e"s epor" 200(h""p)::&&& scri.d com:doc: 324(08:CLSA%Indian%Educa"ion%Indus"r,%Surve,5
Angel 7ro#ing &&& angel.ro#ing com5
6he In"erne" and >o.ile Associa"ion of India IA>AI5 &&& iamai in5
?a"ional Ins"i"u"e of inance Accoun"s ?I A5 &&& nifaindia com5
I> 7 In"erna"ional &&& imr.in" com5
6he Associa"ed Cham.ers of Commerce and Indus"r, of India ASS@C-A>5 &&& assocham org 5
6he Cons"i"u"ion of India &&& commonlii org5
?II6 &&& nii" com5
7usiness*ee# &&& .usiness&ee# com 5
http://www.iamai.in/http://www.nifaindia.com/http://www.imrbint.com/http://www.assocham.org/http://www.commonlii.org/http://www.commonlii.org/http://www.assocham.org/http://www.imrbint.com/http://www.nifaindia.com/http://www.iamai.in/
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Overview of the market - India
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arge and growing market
India
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Majority of !nglish earning "o"ulation agedbelow #$
Es"ima"ed 320m aged %1' (Cens$s 200# - pro%ecte& to 2008)
249m s"uden"s "he English learning popula"ion5 enrolled a"primar,$ middle$ secondar, and higher educa"ional levels('epartment of &$cation)
d ll l h l
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%round '# – ' million !nglish languageteachers in India
!y#e Of *chool /'mber 0Million !otal !eachers 21 nglish !eachers 2$
rimar, 0 (( >illion H 2 28 >illion 0 (( >illion
pper rimar, 0 34 >illion H 1 '0 >illion 0 8( >illion
Secondar, 0 11 >illion
H 2 20 >illion 0 32 >illion-igher Secondar, 0 0 >illion
Total 1.38 Million
6.16 Million
1.88 Million (plusEnglish teachers inlanguage schools
etc)
College: niversi", H 1'$ 00 0 >illion %
1J Source) Depar"men" of Educa"ion$ =overnmen" of India2J I> 7 In"erna"ional es"ima"e .ased on primar, surve,
! li h f l " " i f i l
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!nglish forms a large "ro"ortion of vocationaltraining
Koca"ional "raining in India accoun"ed for SF1$38 m$
according "o CLSA And English "raining represen"s one%"hird of "his figure
Da"a Source) CLSA Asia% acific >ar#e"s 200(5
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!nglish becoming increasingly im"ortant
Service sec"or B of India
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One of major drivers is growth in I()I(!*industry
6op five I6companiesspending SF
00 million a,ear oneduca"ion and
"raining for"heiremplo,ees
>an,es"a.lishedlarge "rainingcampuses for"his
Da"a Source) ?ASSC@>
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!nglish – bridging India+s communication ga"
22 languages recognised ., "he Indian cons"i"u"ion
-indi is "he ;official< language$ .u" spo#en ., onl, 0B of "hepopula"ion ( 45 , 2008).
English is "herefore #e, for in"ernal communica"ion) – ar" of colonial legac,
– ar" of educa"ion s,s"em from school on&ards ei"her as medium ofins"ruc"ion or second language$ depending on S"a"e5
– -igh social s"a"us
– Second mos" &idel, read and spo#en language in India af"er -indi –1 B have spea#ing$ &ri"ing and reading capa.ili"ies in English
compared "o 40B for -indi ( +ational 5ea&ers ip S$r ey)
Online becoming more "o"ular but limited by
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Online becoming more o ular but limited byinternet availability
Indica"ions "ha" more popular for "hings li#e "es" prepara"ion$
"u"oring in school curriculum e"c7u" onl, 0 million people in India have in"erne" access IA>AI$200(5N
apid adop"ion of mo.ile .ased access "o "he in"erne" ma,change "his
A special repor" in 7usiness*ee# in 200' descri.ed ho& "heIndian Cellular Associa"ion forecas"s 200 million people &ill signon "o "he in"erne" &i"h "heir mo.ile phones ., 2010
N&&& in"erne"&orlds"a"s com sho&s in"erne" pene"ra"ion in India a" ' 1B in?ovem.er 200($ and (1 million users
http://www.internetworldstats.com/http://www.internetworldstats.com/
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*ome key "layers, other than ritish .ouncil
7ri"ish School of languages 7SL5)
– ounded 19'
– @ver 1 8 million s"uden"s "rained in spo#en English
– A ne"&or# of 30 s"ud, cen"res across "he coun"r,
– Ca"ers "o a .road audience % from "hose &ho do no" #no& English "o"hose &ho aim "o hone "heir English spea#ing s#ills
– *or#s in "he corpora"e "raining sec"or – Asho# Le,land$ an.a/,$ American E/press$ ? @$ Asian ain"s are some of "he clien"s
– Course fees range from s 2 00 "o s 3000
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*ome key "layers - cont
Ke"a English language "raining ins"i"u"e formerl, #no&n as
Kive#ananda Ins"i"u"e5) – ounded 19(1
– @ver 2 2 million s"uden"s "rained in spo#en English
– A ne"&or# of 200 s"ud, cen"res across "he coun"r,
– Some cen"res can accommoda"e more "han 00 s"uden"s
– Ke"a offers a ;Self "u"or< pac# for "hose learners &ho canno" access oneof i"s cen"res
– Seven main programmes$ including ;Ke"a English -olida,<
k l
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*ome key "layers - cont
-ero >indmine Ins"i"u"e ->IL5)
– ounded 2000
– rovide "raining and developmen" services "o mul"ina"ional companies$Indian 7lue Chip companies and "he =overnmen"
– ar" of SD 4 2 .n -ero =roup
– @ver 1 8 m s"uden"s "rained in spo#en English – A ne"&or# of 1 0 offices and learning cen"res across "he coun"r,
– A "eam of 200 professionals
– Clien"s include I7>$ American E/press$ 7har"i 6elecom and Converg,s
* f k "l
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*ome of key "layers - cont
Inlingua
– 300 language cen"res in 40 coun"ries
– Language cen"res are free "o shape "heir "raining programs "o sui" "helocal mar#e"
– >i/ of priva"e persons$ emplo,ees of large and small companies$
ins"i"u"ions and governmen" offices have used "heir services – Course fees range from s 8 00 "o s 10000
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(he market among learners)"otentiallearners - India
/ersonal develo"ment 0 im"roved career
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/e so a deve o e t 0 oved ca ee"ros"ects 1 key reasons for learning !nglish*hich of "hese$ if an,$ .es" descri.es ,our reasons for &an"ing "o learnEnglish:for &an"ing ,our child "o learn English+
ersonal developmen"
Improved career prospec"s
=eneral in"eres" in learning English
6o communica"e &i"h friends ino"her coun"ries
>an, Mo.s no& re!uire emplo,ees"o spea# English
7ase) All responden"s$ India 2025$ adul" learner:po"en"ial learner 1025$ paren" of curren":po"en"ial learner 1005
!o# mentions
6o mee" ne& people:ma#e "ofriends
4ll 4d'lt learners"
#otential learners
5arents of c'rrent"#otential learners
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!conomic downturn main current barrier
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!conomic downturn main current barrier
7ase) All &ho "hin# "heir li#elihood of learning English &ill decrease$ India 145
*hich of "hese "hings$ if an,$ have caused "his change+
lobal economic downt'rn 07 o't of 1%
+annot find a s'itable co'rse 03 o't of 1%
+annot find a teacher 0$ o't of 1%
-on8t know 03 o't of 1%
! ( schools most used method by adults
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2(7ase) All responden"s$ India 2025
Are ,ou curren"l, learning English : ever learn" English : in "he ne/" 2%3 ,ears "hin# ,ou are li#el, "o learn English in an, of"hese &a,s+
ar" of full "ime educa"ion course
@nline "raining course
EL6 school
6raining course provided .,,our compan,
Adul" educa"ion class
ersonal "eacher forone%"o%one "ui"ion
! ( schools most used method by adults
! ( school is "referred method for "arents
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5referred for child"ren +hild"ren c'rrently 'se
Is ,our child curren"l, s"ud,ing English in an, of "hese &a,s+*ould ,ou li#e ,our child "o s"ud, in an, of "hese &a,s+
7ase) All paren"s$ India 1005
! ( school is referred method for arents
EL6 school
@nline "raining course
@"her #ind of organisa"ion
A" school
ersonal "eacherfor one%"o%one "ui"ion
?one of "hese
2rou" tuition most used and most "referred
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5referred 9sed by c'rrent learners
!o# mentions
In &hich of "hese &a,s$ if an,$ &ould ,ou prefer ,our child5 "o learn English : are,ou:,our child curren"l, using "o learn English ou"side school5 +
;6each Oourself< guides –"e/" .oo#
@nline courses
=roup or classroom "ui"ion
;6each Oourself< guides –audio:visual
@ne%"o%one "ui"ion
7ase) referred % All responden"s$ India 2025$ Curren" – All adul" learners:paren"s of curren" learner$ India 1005
2rou tuition most used and most referred
3igh future demand for ! ( across all grou"s
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3igh future demand for ! (, across all grou s
7ase) All responden"s$ India 2025$ paren" of po"en"ial learner 05
-o& li#el, is i" "ha" ,ou:,our child &ill con"inue "o5 s"ud, English a" an English language learning ins"i"u"e in "hene/" 2%3 ,ears+
Don
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4ery high level of interest in 56 ! ( institutes
7ase) All li#el, "o s"ud, a" an EL6 Ins"i"u"e in "he ne/" 2%3 ,ears$ India 14 5
And$ in "he ne/" 2%3 ,ears$ ho& li#el, is i" "ha" ,ou:,our child &ill s"ud, English a" a English languagelearning ins"i"u"e$ assuming one &as .ased in ,our ci",+
Don
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!nglish 1 key reasons*h, do ,ou sa, ,ou:,our child &ould s"ud, a" a English language ins"i"u"e+
7e""er !uali", "eaching
-ave heard good "hings a.ou" providers from o"hers
refer "o learn English
-ave had a good e/periencein "he pas"
*ill have more credi.ili", &i"hemplo,ers
-ave a generall, posi"iveImage of "he
7ase) All li#el, "o s"ud, a" a EL6 in "he ne/" 2%3 ,ears$ India 13 5$ po"en"ial adul" learner 385$ paren" of curren" learner 315
!o# mentions
'1B of paren"s ofcurren" learners5
8B of po"en"ialadul" learners5
/rice and usefulness of 56 !nglish 1 barriers
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/rice and usefulness of 56 !nglish 1 barriers
*h, do ,ou sa, ,ou:,our child &ould no" s"ud, a" a English language ins"i"u"e+
7ase) All unli#el, "o s"ud, a" a EL6 in "he ne/" 2%3 ,ears$ India 95
!oo e;#ensive 0% o't of ,
fashioned"not innovative eno'gh
03 o't of ,
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37ase) All curren"l, no" learning English via an online course$ India 1995$adul" learner 4(5
*ere ,ou a&are "ha" i" is possi.le "o learn English online$ "ha" is using anonline course provider+
4ll 4d'lt learner
?o
Oes
Don
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g
7ase) All no" curren"l, learning English via an online course$ India 1995$ adul"learner 4( $ adul" po"en"ial learner 25$ paren" of curren" learner 495$ paren"of po"en"ial learner 05
-o& li#el, are ,ou "o consider learning English online in "he ne/" 2%3 ,ears:choosing an online English learningcourse for ,our child+
Don
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gg
*h, do ,ou sa, ,ou:,our child &ould s"ud, online+
>ore fle/i.le:convenien"
Can use mul"imediame"hods
>ore cos"%effec"ive
Environmen"all,.e""er
Can cha" online &i"hs"uden"s and "eachers
7ase) All li#el, "o s"ud, online$ India 985
!o# mentions
Main barrier is lack of s"eaking "ractice
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g
*h, do ,ou sa, ,ou:,our child &ould no" s"ud, online+
Concerns a.ou" securi",on in"erne"
@nline English !ualifica"ionsli""le credi.ili",
Li""le:no oppor"uni", "o prac"icespea#ing
Don
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y (
7ase) All curren":po"en"ial adul" learners$ India 1025
Does ,our compan, offer English language courses for emplo,ees+
I am as"uden"
Oes $
Don
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International !nglish most "o"ular, e9ce"tg t d lt l
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417ase) All responden"s$ India 2025
*hich if an, of "hese differen" ",pes of English &ould ,ou choose "o learn:for ,our child "o learn+among current adult learners
In"erna"ional English
Local form of English
English
S English
4d'lt learner 4d'lt
#otentiallearner
5arent of
c'rrentlearner
5arent of
#otentiallearner
International nglish 1$ 6 (6 (%
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Locall,
Don
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7e""er
Don
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*h, do ,ou sa, ,ou ma"erials from organisa"ions are .e""er+
7ase) All &ho "hin# ma"erials from organisa"ions are .e""er$ India 995
7e""er !uali",:more relia.le
refer English
Clearer:easier "o use
ma"erials have a .e""errepu"a"ion
-ave a generall, posi"ive
image of "he
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(he market among !nglish language
teachers: - India
C !hese findings are based on j'st ( D'alitative interviewsE so are indicative only
(eachers have little say in materials used
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u.lic sec"or) decided ., "he universi", eg
Delhi niversi",5 or school .oards egC7SE$ ICSE e"c5 – Individual "eachers have no sa,
Some do "r, "o liven up lessons ., adding
"heir o&n "hings – .u" onl, limi"ed in scope>ore advanced "echni!ues:audio visual aidse"c onl, reall, used in priva"e sec"orN
P*e ma#e "eachingaids and &e give"hem proMec"s li#e
collec"ing more
informa"ionQ
P6o ma#e i" morecrea"ive and
in"eres"ing I pic# ou""he .o, or girl and
"he, &ill read ou" in"he classQ
N Confirmed ., I> 7 200( repor" on EL6 Audience Segmen"s &hich found priva"esec"or use more advanced "eaching me"hods "han governmen" schools
Old-fashioned a""roach to teaching
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A num.er of #e, &ea#nesses iden"ified) – @u" of da"e ma"erials curriculum:need
revie&ing more fre!uen"l, "o #eep up &i"hchanges in ou"side &orld
– 6eaching me"hods "oo "radi"ional – chal# .oardN – ma#ing lessons mono"onous and .oring
– 6oo much emphasis on e/ams and no" enough
on real unders"anding and fluenc, PEven in an Englishclass$ &hen "he
"eacher spea#s$ "heina.ili", "o follo&$
unders"and$
comprehend$ "hiscons"i"u"es a.ou"'0B of "he s"uden"sQ
P6he curriculumshould change
ever, 3%4 ,ears$ ifno" ever, ,earQ
PEven "hough "he, score goodpercen"age mar#s in English$
"he, are una.le "o &ri"e
correc"l, and "he, are una.le "oe/press "hemselves in goodEnglishQ
N Confirmed ., I> 7 200( repor" on EL6 Audience Segmen"s$ (1B usechal# .oard$ "he "op me"hod
Materials need u"-dating and tailoring
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?eed for regular revie& of curriculum andcourse ma"erials)
– Commi""ee of e/per"s "eachers$ governmen"officials$ indus"r, e/per"s and e/"ernale/per"s5 "o up%da"e ma"erials regularl,
>ore "ailoring of ma"erials "o s"uden"s of
differen" a.ili"ies>ore fle/i.ili", for "eachers "o add ine/"ras "o main course &or#
PI "hin# "here should .ecolla.ora"ion &i"h
professionals Q
P6he needs are differen"R&e have s"uden"s &ho
have a.solu"el, nofounda"ion of English ,e"
"he &hole .oo# is no"geared up "o "each "hem$
and &e do havein"elligen" s"uden"sR"he"e/" doesn
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*an" more emphasis on "he .asics of "he language a" anearl, age
E/ams and assessmen" "o .e a .e""er reflec"ion of a s"uden"
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oth hard co"ies and online materials re7uired
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>a"erials availa.le on "he in"erne"par"icularl, useful for "eachers)
– >ore fle/i.le and accessi.le
7u" hard copies also re!uired fors"uden"s)
– ?o" all have in"erne" access
– Some s"uden"s don
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In favour)
– Involvemen" in developmen" of ma"erials &illimprove !uali", of ma"erials:#eep "hem more up%"o%da"e
– Could help in organising seminars:&or#shops fora richer learning e/perience for s"uden"s
– >us" involve in"ernal .odies as &ell "hough
Agains") – @nl, "he ins"i"u"ion i"self #no&s "he needs of i"s
s"uden"s
– Cos" – e/"ernal help is e/pensive
PIn one place ,oucanno" find so man,
e/per"s ande/per"ise in differen"s#ills 6heir coming"oge"her can help in
developing good
ma"erialsQ
PI" &ould .e .e""er ifever, college does i"
.ecause ever, classis differen" and ever,
.a"ch is differen" Q
8airly high awareness of many 56 organisations
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All heard of 7ri"ish Council$ 77C$ Longmans$C $ @ $ earson and >acmillan
>an, had used .oo#s ., Longmans$ C $@ $ earson and >acmillan
Almos" all a&are of IEL6S
@nl, universi",:college "eachers a&are of e/am.oards
A&are of &e.si"es$ .u" could no" name an,
?o" necessaril, de"ailed #no&ledge of &ha" is onoffer "hough
Assumed "he, provide English course andma"erials – reference ma"erials$ CDs$ casse""es e"c
P7ri"ish Council ,ou#no& flourishes in
man, coun"ries$ "he,have "he e/per"s6heir main purpose
is "o help "he"eachers$ in "raining"hem 6he, provide
"he ma"erial anddesign Q
PI &ould prefer "o ma#e use ofaudio visuals$ LCD and CDs$
especiall, 7ri"ish Council$ "he,
prepare ma"erial in English as aprimar, and secondar,
language and "ha" reall, helps Q
56 organisations associated with 7uality
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4
>a"erials from organisa"ions #no&n "o .erepu"a.le are seen as)
– =ood !uali",
– Dependa.le
– 6rus"&or"h,
– In line &i"h la"es" needs of "he language
P@rganisa"ions &hich are repu"a.leprove frui"fulR Oou do no" have "o&orr, a.ou" !uali", 7u" if ,ou go infor ma"erial from ano"her source ,ou
have "o .e careful Q
ut cost, access and accent can be a "roblem
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Can .e difficul" "o unders"and "heaccen" used
@nline access can also .e an issue$especiall, as mos" services need "o.e paid for
And mos" &ould li#e "o have .o"hhard and online copies of ma"erials
PI have a couple of CDsand KCDs from differen"companies .u" I find "heirlanguage is difficul" for us
"o learn 6he accen" isan issueQ
P*henever I have gone "hrough a &e.si"e I have found oneor "&o "hings come up and "hen "he res" is ,ou &ill have "opa, and "hen ge" i" So once ,ou s"ar" going deeper and
deeper in"o "he su.Mec"$ I don
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8
6&o ou" of "he five sa, "he, have no such oppor"uni"iesN
@"hers men"ion seminars$ &or#shops$ in"ra and in"er ins"i"u"ionmee"ings$ presen"a"ions and refresher courses
-o&ever$ even "hese no" fel" "o .e enough$ or direc"ed in "he righ"&a,
N Confirmed ., I> 7 200( repor" on EL6 Audience Segmen"s$ 30B hadnever a""ended a formal "raining programme
More and different o""ortunities re7uired
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'
6eachers &an") – >ore seminars and "raining sessions on
communica"ive language "raining – ie ho& .es" "o"each s"uden"s "he .asic s#ills "he, need
– 7e""er "raining in "he area of s"uden"mo"iva"ion:s"uden" ps,cholog,
– >ore on la"es" "raining "echni!ues – ideall,developed &i"h "heir par"icular ins"i"u"ion in mind
– 6raining &hich #eeps "hem up%"o%da"e &i"h "hechanging needs of a compe"i"ive &orld
– @ppor"uni"ies "o mee" coun"erpar"s in o"her
ins"i"u"ions eg in discussion forums5 – =uidance from e/per"s
P6o "rain "he "eacherin "his
communica"ivelanguage "raining5 ismos" impor"an"
.ecause having Mus"pa"ience is no"
enough Q
P6raining in "his s"uden"mo"iva"ion5 is ver,impor"an" for an,"eacher @nl, a
mo"iva"ed "eacher canmo"iva"e his:her
s"uden"s Q
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(
(he market among leading em"loyers: -
India
C !hese findings are based on j'st ( D'alitative interviewsE so are indicative only
8or most !nglish is a key re7uirement for staff
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9
>os" see English as a manda"or,language re!uiremen"$ par"icularl,)
– 6hose &i"h mos" con"ac" &i"h overseasclien"s eg call cen"res$ hospi"ali", indus"r,5
– or fron" line s"aff dealing &i"h overseasclien"s
In "hose sec"ors &here i" is par"icularl,impor"an"$ pa, is of"en lin#ed "o Englishs#ill levels
PA" "he end of "he da,,ou are &or#ing &i"h
S clien"ele Q7usiness rocess
@u"sourcing5
P6ha"
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80
>os" e/pec" .asic English #no&ledge among ne& recrui"s
Ker.al communica"ions s#ills par"icularl, impor"an"N
*here English is crucial eg call cen"res5 s#ills are assessed a"recrui"men" s"age
– Koice "es"$ lis"ening "es"$ &ri""en "es"
– Accen" chec#ing a neu"ral accen" is deemed .es"5
no&ledge of "he cul"ure of o"her coun"ries is also a .enefi" for"hose dealing &i"h o"her coun"ries
PI" does no" include onl, spea#ing "ocus"omers in English$ i" also includes
connec"ing &i"h "hem emo"ionall,$s,mpa"hising Q Call cen"re5
N Confirmed ., I> 7 200( repor" on EL6 Audience Segmen"s$ 80Bimpor"ance a""ached "o communica"ion:sof" s#ills and 40B "o func"ional s#ills
/erfect !nglish in new staff usually not e9"ected
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81
Ac#no&ledgemen" "ha" some "raining ma, .e re!uired "o improves#ills$ eg
– 6o correc" errors
– Improve pronuncia"ion
– Improve unders"anding of o"her cul"ures
– Improve confidence in a.ili",
– Lin# language s#ills "o re!uiremen"s of "he Mo.
>os" of "hose in"ervie&ed provide in%house "raining for relevan"s"affNU some for all s"aff
– ar"icularl, call cen"res – s"ruc"ured "raining modules$ de.a"es$ role%pla,ing$ grammar$ "elephone e"hics
P*hen "he "rainer "a#es"he "raining and "his
person hasgramma"ical issues$
some people do haveerrors$ "he "rainer helps
"hemQ e"ail5
N 6he !uan"i"a"ive research sho&s ver, fe& emplo,ees sa, "heir compan,offers EL6 "raining$ no dou." .ecause mos" &or# for smaller companies "han"hose in"ervie&ed in "he !uali"a"ive research
!nglish will become increasingly im"ortant
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82
Due "o increasingl, glo.al$ compe"i"iveeconom,
Also "hin# "here &ill .e a need "ocommunica"e &i"h more non na"ivespea#ers of English % re!uiring a moreneu"ral accen"
Con"inuous improvemen" amongemplo,ees &ill .ecome more necessar, –and hence rigorous "raining$ &hich ma, orma, no" re!uire e/"ernal assis"ance$depending on needs
>ore "echnolog, driven "raining alsoan"icipa"ed
PI" is a glo.al econom,Spo#en English is ver,impor"an" no" onl, from
our o&n perspec"ive.u" "o compe"e in "his
compe"i"ive &orlde"ail5
PAnd "hrough a &e.cam and proMec"or &e
are ac"uall, using"echnolog,$ &e are
giving "raining ., voiceand accen"s of "heclien"ele So i" saves
"ime and cos" Q Call
Only "erceived challenge in ! ( is time
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63/137
83
P*e have "o ma#e "hem &or# anine hours shif" and "hen "o
ma#e "hem si" af"er a nine hoursshif" is a .i" difficul" Q
inked to this, hard co"ies "referred to online
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64/137
84
Easier for emplo,ees "o use in "heiro&n "ime eg a" home5
?o" all emplo,ees have in"erne"accessN
P-ard cop, is .e""er .ecause online&e have "o provide compu"ers
.ecause a" "he end of "he da, i" iscos" and "here is no "ime If ,ou givehard copies ,ou can si" .ac# a" home
and use "ha" .ecause ever,.od,&ould no" have a lap"op or C a"
home Q
N&&& in"erne"&orlds"a"s com sho&s in"erne" pene"ra"ion in India a" ' 1B in?ovem.er 200($ "hough of course pene"ra"ion &ill .e higher in ur.an areas
Many use own internal ! ( resources
http://www.internetworldstats.com/http://www.internetworldstats.com/
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8
6hree ou" of "he five have "heiro&n in"ernal "raining
depar"men"sN – arel, use e/"ernal providers –
onl, &hen "here is a specificneedNN
– 7elieve in house depar"men" hasa .e""er unders"anding of "heirneeds
P@ur compan, is a huge
compan,$ &e have our o&nresources$ our o&n se" up In"he rares" of rares" cases do &eac"uall, have "he need "o have
an e/"ernal source Q CallCen"re5
NI> 7 200( repor" on EL6 Audience Segmen"s >os" "es"s developed in"ernall, .,organisa"ions "hemselves
NNI> 7 200( repor" on EL6 Audience Segmen"s sugges"s use of e/"ernalconsul"an"s ra"her higher "han in our five in"ervie&s – 82B had used an e/"ernal"rainer – .u" i" ma, .e rela"ed "o "he ver, large si e and ",pe of companies "hree
*ome do use e9ternal "roviders though
6&o of "he five do
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88
6&o of he five do
Single provider used – .oo#s$ no"es$ CDs$ online lin#s and "es"s
Chosen on "he .asis ofN) – Cos" maMor role5
– Level of service
–Course ma"erial including mul"i%media5
– E/per"ise of "rainer
– Level of "rus" commi"men" sho&n
– A.ili", "o cus"omise "raining "o needs
-igh levels of sa"isfac"ion
PSomeone &ho isou"sourced is al&a,s
approacha.le and "he,
"r, "o give ,ou "he .es" Q
PAn, e/"ernal .od,has "o .e cus"omised
"o our re!uiremen"s Q
NI> 7 200( repor" on EL6 Audience Segmen"s – main fac"ors in choiceof "rainer &ere course con"en"$ presen"a"ion s#ills$ educa"ional.ac#ground$ cer"ifica"ions of "rainer and previous e/perience
ow awareness of 56 "roviders
@nl a&are of 7ri"ish CouncilN and 7ri"ish School of Languages
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67/137
8'
@nl, a&are of 7ri ish CouncilN and 7ri ish School of Languages
6hough" "o offer) – Karious ",pes of course
– eference ma"erial$ CDs$ online lin#s
7u" no" much #no&n a.ou" "he offering
ercep"ion "ha" "he, are professional$ e!uipped &i"h la"es"services and "raining "echni!ues$ and &ell respec"ed
7u" also fel" "o .e e/pensive and no" "ailored "o needs oforganisa"ion
N > 7 200( repor" on EL6 Audience Segmen"s sugges"ed "ha" "he 7C has a goodrepu"a"ion for EL6 among es"a.lishmen"sU "&o%"hirds &ere &illing "o use EL6services from "he 7C
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68/137
8(
*ummary & im"lications - India
*ummary & im"lications - India
Large and gro&ing mar#e" for English language services
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89
Large and gro&ing mar#e for English language services
*hile "augh" in all schools$ in"ervie&s &i"h "eachers sugges" i" is
no" necessaril, "augh" ;&ell< due "o) – oor !uali",:ou" of da"e "eaching ma"erials$ old%fashioned "eaching
me"hods$ emphasis on passing "es"s ra"her "han real unders"anding
6his means "here are real oppor"uni"ies for organisa"ions "o
help "eaching of English in schools "hrough) – *or#ing &i"h universi"ies and school .oards "o improve course ma"erials
and "eaching me"hods – "o increase s"uden" mo"iva"ion and a.ili", "oappl, s#ills in "he real &orld
– @ffering "eacher "raining:professional developmen" programmes – la"es""eaching "echni!ues including in"erac"ive "echni!ues5$ communica"ivelanguage "raining$ s"uden" mo"iva"ion:ps,cholog,$ discussion forums e"c
*ummary & im"lications – India - cont
o"en"ial .arriers)
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70/137
'0
o en ial .arriers) – Lo& .udge"s availa.le in pu.lic sec"or schools:among "eachers
– -igh a&areness of .odies .u" lo& a&areness of "heir offering – soneed "o .uild up "his a&areness
oor !uali", of learning in schools also means "here is a s"rongand gro&ing demand among learners$ .o"h adul"s and ,ounglearners$ for EL6 ins"i"u"es
6he posi"ive repu"a"ion of EL6 and ma"erials means organisa"ion are &ell placed "o capi"alise on "his demand
– organisa"ions:ma"erials associa"ed &i"h !uali", and high credi.ili",
o"en"ial .arriers) – Cos" – offer lo&er cos" op"ions as &ell as higher cos":!uali", op"ions+
– In"erna"ional English is preferred "o English – offer more ;in"erna"ionalEnglish< "eachers+
*ummary & im"lications – India - cont
Demand for English s#ills a" a corpora"e level is driven ., service
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'1
Demand for English s#ills a a corpora e level is driven ., servicesec"or in par"icular eg gro&"h of call cen"res5
English language a.ili", "herefore commands a premium in suchsec"ors$ par"icularl, in >?Cs
In such companies$ .asic English s#ills are of"en manda"or,$"hough man, provide fur"her "raining
@ppor"uni"ies for organisa"ions "herefore lie in) – Assis"ance &i"h in%house "raining programmes "ailored "o "he
organisa"ion
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'3
Main findings - .hina
Methodology - .hinauali"a"ive research)
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'4
) – In%dep"h in"ervie&s$ conduc"ed face%"o%face
– Each in"ervie& up "o 30 minu"es long – in"ervie&s &i"h English language "eachers$ mi/ of schools:universi"ies
– in"ervie&s &i"h leading emplo,ers$ - Direc"or level or e!uivalen"$ mi/of na"ional companies serving "he domes"ic mar#e" onl, and "hose &hoare ;going glo.al
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'
) – ace%"o%face in"ervie&s
– Each in"ervie& up "o 20 minu"es long – 200 in"ervie&s$ 0 each &i"h adul" learners$ po"en"ial adul" learners$
paren"s of ,oung learners and paren"s of po"en"ial ,oung learners
– Chengdu and uingdao$ 1(%19 April 2009
Comparisons also made &i"h !uan"i"a"ive research conduc"ed for"he 7C in 200' ., ni"ed esearch China C5 on EnglishLanguage 6eaching >ar#e"
– 1$ 3 cen"ral loca"ion "es" in"ervie&s in si/ ci"ies$ 1%18 April 200'$ adul"learners and paren"s of ,oung learners &i"h EL6 schools
– 888 "elephone in"ervie&s in si/ ci"ies$ 1 April – 9 >a, 200'$ adul"slearners and paren"s of ,oung learners
Desk research sources - .hinaepor" on English Language 6eaching >ar#e" in China ., ni"ed
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'8
esearch China$ for "he 7ri"ish Council$ 200'
Social Surve, Ins"i"u"e surve, 200@nline%educa"ion$ Sep"em.er 200( &&& online%edu org5
eoplea, 200( &&& people com cn5
China Educa"ion Inves"men" Ins"i"u"e$ Decem.er 200( &&& ceif cn5
http://www.online-edu.org/http://www.people.com.cn/http://www.ceif.cn/http://www.ceif.cn/http://www.people.com.cn/http://www.online-edu.org/
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''
Overview of the market - .hina
% growing marketE/per"s in 200 predic"ed an annual gro&"h ra"e of around 1 B
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78/137
'(
up "o 2010
– 7ased on China
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79/137
8ocus on large develo"ed cities
Chi Ed "i I " "$ 200()
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8/19/2019 Demand for English Language Services in India and China
80/137
(0
China Educa"ion Inves"men"$ 200() – >aMor mar#e"s for EL6 in Eas" China$ ?or"h China and Sou"h China$
par"icularl, in large developed ci"ies li#e 7eiMing$ Shanghai$ =uang hou – Demand increasing !uic#l,$ par"icularl, in more developed coas"al
areas
Market dominated by adult learners
!he #rojection of nglish learner #o#'lation between 7>%( years old
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(1
in si; s'rveyed citiesE $ 7F
"o"al learners aged '%4 09nitF 1E
7eiMing 3$(14 2$ of &hom 224 8 '%1
Shanghai 2$04' ($ of &hom (8 4 '%1
=uang hou 1$ 02 1$ of &hom 124 3 '%1
Shen,ang (22 3$ of &hom 134 ' '%1
Chengdu 1$110 3$ of &hom 93 2 '%1
*uhan 902 '$ of &hom 9 '%1
!otal 1 E1,,G%E of whom 7$$G7 H7>1(
Source) China S"a"is"ical Oear.oo#s$ 200'
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82/137
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8/19/2019 Demand for English Language Services in India and China
83/137
earning mainly done in s"are time
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84/137
(4
China Educa"ion Inves"men"$ 200()
– EL6 mainl, done in learners< spare "ime – Each course usuall,)
– 4(%80 class hours over 2%4 mon"hs
– Each class hour 40% 0 minu"es
– 2%3 class hours one session
– 2 nigh"s per &ee#$ or half a da, a" &ee#ends
(hree main ty"es "rogramme in terms of cost
igh
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85/137
(
ighSmall B of mar#e"
Developed ci"ies>ainl, foreign
inves"ed ins"i"u"eseg *all S"ree"5
En"r, level a"leas" 8
programmes$cos"ing around
>720$000Learners are high
income$ mainl,&hi"e collar$mid:senior
managemen"
Medi'm>ains"ream mar#e"
Developed largeand medium ci"ies@ne programme
cos"s >7 1$000 –4$000
Each class hourcos"s >7 20% 0
ains"ream mar#e"
>ainl,supplemen"ar, "oschool educa"ion
Learners are mainl,
s"uden"s@ne programmecos"s >7 100 –
00
Da"a Source) China Educa"ion Inves"men"$ 200(
Mainly traditional methods but online growing
*mall +lass Online
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86/137
(8
an, online "raining
providers no& useKoice In"erac"ion6echnolog, so canprovide a ;face%"o%
face< learningenvironmen" similar
"o a real classroom
*ome of key "layers
?e& @rien"al School)
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87/137
('
?e& @rien al School) – ounded 1993
– 2008 ?e& @rien"al Educa"ion and 6echnolog, =roup lis"ed on ?OSE
– Services include English and o"her foreign language "raining$ overseasand domes"ic "es" prepara"ion courses$ primar, and secondar, schooleduca"ion$ educa"ional con"en" and sof"&are and online educa"ion
– End of 200( – 41 schools$ 400 learning cen"res and 8 su.sidiaries in 39ci"ies in China
– =iven ' million "raining programmes
– 6es" prepara"ion courses are a par"icular s"reng"h – es"ima"ed "ha"
nearl, 0B of Chinese s"uden"s s"ud,ing a.road "oo# "he ?@S course – 200( – opened ( eli"e learning cen"res in 7eiMing – use mul"i%media
sof"&are D,nEd5 and aimed a" professionals and eli"e en"repreneurs
*ome of key "layers - cont
*all S"ree" Ins"i"u"e)
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((
all S ree Ins i u e) – En"ered China in 2000
– 1 "raining cen"res in 7eiMing$ Shanghai$ =uang hou and Shen hen
– ocuses on EL6 "o adul"s
– >id:high end posi"ioning
– rogrammes include In"roduc"ion "o English$ English @nline andremier English
– 6arge"s civil servan"s$ managers$ and universi", s"uden"s
– -as a Corpora"e English 6raining Depar"men" and over 300 corpora"eclien"s in China
*ome of key "layers - cont
E Educa"ion)
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(9
E Educa ion) – En"ered China in 1998
– 2000 – opened language schools in =uang hou and Shanghai
– Adop"s ;Communica"ive< me"hod of English "raining – encouragess"uden"s< involvemen" "hrough "al#ing and lis"ening
– >aMor programmes include comprehensive English$ "eens:#ids English$.usiness English$ prac"ical English for overseas living:s"ud,ing andIEL6S
*ome of key "layers - cont
Cra , English)
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90/137
90
– Li Oang se" up "his ins"i"u"e in 1994
– @ne of mos" influen"ial in China – ea"ures a ;spea# ou"odern English< programme in coopera"ion &i"h
7eiMing 6K s"a"ion – rogramme is .roadcas" over 80 provincial 6K channels
;ill more study overseas in economic downturn<
China Educa"ion Inves"men" eople
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91/137
91
China Educa ion Inves men eople
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8/19/2019 Demand for English Language Services in India and China
92/137
92
(he market among learners)"otentiallearners - .hina
/ersonal develo"ment key for learning !nglish*hich of "hese$ if an,$ .es" descri.es ,our reasons for &an"ing "o learnEnglish:for &an"ing ,our child "o learn English+
4ll 4d'lt learners" 5arents of c'rrent"
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93
ersonal developmen"
Improved career prospec"s
=eneral in"eres" in learningEnglish
6o communica"e &i"h friends ino"her coun"ries
>an, Mo.s no& re!uire emplo,ees"o spea# English
6o ge" in"o college:universi",
7ase) All responden"s$ China 2005$ adul" learner:po"en"ial learner 1005$ paren" of learner:po"en"ial learner 1005
!o# mentions
4ll 4d lt learners#otential learners
5arents of c rrent#otential learners
$ 7 9J+ s'rveyF
5ersonal develo#ment – (7
Interested in nglish – $(
Bob reD'irement – 36
*imilar #atternE tho'gh lowerfig'res for most
Jeason > 'n#rom#tedD'estion in $ 7K
Increased "ro"ensity to learn, es"' among young
Don
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94
>ore li#el,
Don< #no&$
?o real differencecompared "o 8
mon"hs ago
Less li#el,
7ase) All responden"s$ China 2005$ paren" of po"en"ial learner 05$ paren" of curren" learner 05$ adul" po"en"ial learner 05$ adul"learner 05
M'ch more likely
5arent of #otential learner 36
5arent of c'rrent learner $)
4d'lt #otential learner $$
4d'lt learner 1%
(ime more of a barrier than economic reasons*hich of "hese "hings$ if an,$ have caused "his change+
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95/137
9
7ase) All &ho "hin# "heir li#elihood of learning English &ill decrease$ China 135
ave not got the time 06 o't of 13
It is not a #riority 03 o't of 13
+annot find a s'itable co'rse 0$ o't of 13lobal economic downt'rn 01 o't of 13
-on8t know 0$ o't of 13
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f
In &hich of "hese &a,s$ if an,$ &ould ,ou prefer ,our child5 "o learn English : are,ou:,our child curren"l, using "o learn English ou"side school5+
2rou" tuition "referred, but "ossible unmetdemand for one-to-one tuition
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9(
5referred 9sed by c'rrent learners
!o# mentions
;6each Oourself<guides – "e/"
.oo#
@nline courses
=roup or classroom "ui"ion
;6each Oourself< guides –audio:visual
@ne%"o%one "ui"ion
7ase) referred % All responden"s$ China 2005$ Curren" – All adul" learners:paren"s of curren" learner$ China 1005
8uture demand higher among young learnersthan adults-o& li#el, is i" "ha" ,ou:,our child &ill con"inue "o5 s"ud, English a" an English language learning ins"i"u"e in "hene/" 2%3 ,ears+
Don
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7ase) All responden"s$ China 2005 $ adul" learner 05$ adul" po"en"ial learner 05$ paren" of curren" learner 05$ paren" of po"en"iallearner 05
Don< #no&1
Cer"ain6o
Cer ain no o
+ertain to
4d'lt learner 5otential ad'ltlearner
$1$
5arent of c'rrentlearner
5arent of#otential learner
(%
(
airl, li#el,
Ker, unli#el, 1
Ker, li#el,
airl, unli#el,
56 ! ( would be considered, es"' by "arents And$ in "he ne/" 2%3 ,ears$ ho& li#el, is i" "ha" ,ou:,our child &ill s"ud, English a" a English languagelearning ins"i"u"e$ assuming one &as .ased in ,our ci",+
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100
+ertain to
4d'lt learner 5otential ad'ltlearner
$1$
5arent of c'rrentlearner
5arent of #otentiallearner
(%
(
7ase) All li#el, "o s"ud, a" an EL6 Ins"i"u"e in "he ne/" 2%3 ,ears$ China 1(25 $ adul" learner 485$ adul"
Don
etter 7uality teaching 1 key reason in choice*h, do ,ou sa, ,ou:,our child &ould s"ud, a" a English language ins"i"u"e+
! # i
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101
7e""er !uali", "eaching
-ave heard good "hings a.ou" providers from o"hers
refer "o learn English
-ave had a good e/periencein "he pas"
*ill have more credi.ili", &i"hemplo,ers
-ave a generall, posi"iveimage of "he
7ase) All li#el, "o s"ud, a" a EL6 in "he ne/" 2%3 ,ears$ China 1435
!o# mentions
$ 7 9J+ s'rveyF
.'ality & e;#erience of teachers Hto# criterion in j'dging overallD'ality of
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102
6oo e/pensive
Learning a more general form of;in"erna"ional< English more helpful
Learning S English morehelpful
Learning ;local<English more helpful
has an image of .eing old%fashioned:no" innova"ive enough
7ase) All unli#el, "o s"ud, a" a EL6 in "he ne/" 2%3 ,ears$ China 305
!o# mentions
Don
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103
?'t j'st $ c'rrentlylearn via onlineco'rse
7ase) All curren"l, no" learning English via an online course$ China 19 5$ paren" of po"en"ial learner 05
$ 7 9J+ s'rveyF
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104
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10
>ore fle/i.le:convenien"
Can use mul"imediame"hods
>ore cos"%effec"ive
Environmen"all,.e""er
Can cha" online &i"hs"uden"s and "eachers
7ase) All li#el, "o s"ud, online$ China 1305$ adul" learner:po"en"ial learner 8(5$ paren" of curren":po"en"ial learner825
!o# mentions
More fle;ible"convenient
4d'ltlearner"#otentiallearner
,
5arent of
c'rrent"#otentiallearner
73
+onvenience"fle;ibility alsokey – )1 fle;ible timeE 66convenient location
+ost>effective more likely tobe mentioned this year – $3in $ 7 – reflection ofeconomic downt'rnK
(hough some have concerns about security*h, do ,ou sa, ,ou:,our child &ould no" s"ud, online+
!o# mentions
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108
Concerns a.ou" securi",
@nline English !ualifica"ionsli""le credi.ili",
Li""le:no oppor"uni", "o prac"icespea#ing
Don
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10'7ase) All curren":po"en"ial adul" learners$ China 1005
I am as"uden"
Oes ( ou" of 1005
?o
I amunemplo,ed 1B
+o'rses offeredF
?'siness 0% o't of )?asic 03 o't of )
@ocational 0$ o't of )
5rofessional 01 o't of )
4ll ) likely to #artici#ate mainly beca'se
better geared to their needs
(y"e of !nglish im"ortant, es"ecially to"arents of "otential learners
Don
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10(
Ker,impor"an"?o" ver,
impor"an"
7ase) All responden"s$ China 2005$ adul" learner 05$ adul" po"en"ial learner 05$ paren" of curren" learner 05$
airl, impor"an"
4d'lt learner 4d'lt#otentiallearner
5arent ofc'rrentlearner
5arent of#otentiallearner
@ery im#ortant $6 $6 $6 %%
$ 7 9J+ s'rveyF
(( tho'ght original co'ntry oforigin of
-ifference in D'estion wordingmay acco'nt for some of thedifference between this res'ltand the c'rrent res'lts
*hich if an, of "hese differen" ",pes of English &ould ,ou choose "o learn:for ,our child "o learn+
5* !nglish most "o"ular
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1097ase) All responden"s$ China 2005
$ 7 9J+ s'rveyF
+o'ntry of origin of
*'ggests #references changing
Overseas materials generally "referred
Don
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110
Locall,
Don< #no&
?o preference
7ase) All responden"s$ China 2005$ adul" learner 05$ adul" po"en"ial learner 05$ paren" of curren"learner 05$ paren" po"en"ial learner 05
@verseas
5referoverseasmaterials
4d'lt learner 5otential ad'lt learner
($%6
5arent of c'rrent learner 5arent of #otentiallearner
3$%$
56 materials the same or better than othersDo ,ou "hin# "ha" ma"erials produced ., organisa"ions for Englishlanguage learning are generall, .e""er or &orse "han "hose from o"heroverseas organisa"ions or are "he, a.ou" "he same+
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111
7e""er
Don
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1127ase) All &ho "hin# ma"erials from organisa"ions are .e""er$ China 825
7e""er !uali",:more relia.le
refer English
Clearer:easier "o use
ma"erials have a .e""errepu"a"ion
-ave a generall, posi"iveimage of "he
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113
(he market among !nglish languageteachers: - .hina
C !hese findings are based on j'st ( D'alitative interviewsE so are indicative only
/ublic sector tied to a""roved materialsu.lic sec"or schools and universi"ies
@.liged "o use "he "e/".oo# compiled ., "heDi " i " Ed "i C i"" PI h h i i "h
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114
Dis"ric" Educa"ion Commi""ee
E%course&are is "ied "o "he "e/" .oo# – Eg "e/".oo# for *es" Dis"ric" is ;?e& S"ar"ing
oin"< and "he E%course&are is provided .,=olden Sun Compan,
Addi"ional "raining e/ercises also used – Ideas coming from Mournals$ ne&spaper$ "he
In"erne" e"c
– suall, iden"ified via &ord of mou"h among"eachers circles
– sage de"ermined ., English depar"men" ofschool
PI have no choice in "he"e/".oo#$ &hich is
forced on us ., "heDis"ric" Educa"ionalCommi""ee Curren""e/".oo#s are .e""er
"han .efore$ ho&ever$some #e, poin"s s"illneed "o .e highligh"edand$ as a resul"$ I &ill
prepare some addi"ionalma"erialsR"he E%
course&are helps meprepare some games Q
More choice of material in "rivate sector riva"e schools
le/i.le "o choose an, ma"erial &hich sui"s "heir s"uden"s<needs
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11
needs
6end "o use "e/".oo#s produced overseas) – >ore ;na"ive< in "erms of "hin#ing and e/pression of language
– 7e""er for "hose preparing "o s"ud, a.road
– Sourced from oreign Language 7oo#s"ore$ -ong ong or originalcoun"r,
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118
– Accurac, % compiled and edi ed ., localChinese$ resul"ing in ;Chi%English<
– ?o" geared "o&ards prac"ical applica"ionof English – no" relevan" "o s"uden"s orarouse "heir in"eres"s$ canno" .e appliedin ever,da, life
P@ne fre!uen" pro.lem is"ha" s"uden"s unders"and
"he meaning of some &ords.u" find i" hard "o use in
"heir life or o"her con"e/"s.esides in "he "e/".oo#Q
P undamen"all,$ "he"e/".oo# &e use is
produced .,ChineseR"here are
al&a,s cul"uraldifferences and &edon
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11'
leas compiled ., people from English%spea#ing coun"ries
– S"uden"s need "o unders"and more a.ou" "hecul"ure of "he coun"r, "he language comes from
– and SA preferred – "he la""er "ends "o .e
preferred ., s"uden"s "hese da,sN) – – s"andard$ normal$ precise$ gen"ler "han
S English
– S – accen" easier "o iden"if,$ more open andsimple in e/pression
P ersonall,$ I don
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@eed for interesting, "ractical, u"-to-date materialIn"eres"ing "o s"uden"s – relevan"$ a.le "os"imula"e in"eres"
rac"icall %orien"ed – can easil e appliedP-o& "o s"imula"e
s"uden"s< in"eres" is a
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119
rac icall,%orien ed – can easil, .e appliedin s"uden"s< real life
>ore video:audio ma"erials – ar"icularl, if can .e do&nloaded from In"erne"
– more up%"o%da"e and fle/i.le in "erms ofchoice of "opics
s uden s in eres is a
.ig issue If "heresources can resona"e&i"h s"uden"s$ "he, &ill.e compelled "o learn i"
on "heir o&n Q
;am#le D'otedF :Aamily 4lb'm 9*4 –internet>basedE shows as#ects of everyday life
in 9*4E so hel#s with #ractical 'se of nglishas well as better 'nderstanding of 9* c'lt're htt#F""wwwG(6Gcom"'(1"vLM M 9$O!NGhtml
.hallenging to ada"t a""roach to "u"ils+ needs?eed "o adap" approach "o differen"age groups)
– 6hings "ha" &or# &ell &i"h ,ounger age
PEven &i"h primar, schools"uden"s$ =rades 1%3 are ver,
differen" from =rades 4%8
http://www.56.com/u51/v_MzEzMzU2OTY.htmlhttp://www.56.com/u51/v_MzEzMzU2OTY.html
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6 gs a &o &e & ,ou ge age
groups eg games5 &ill no" &or# &ell&i"h older pupils
Differen" levels of a.ili", in sameclass)
– Access "o e/"racurricular Englishlessons$ English films:6K$ foreign "ravelvaries ., s"uden"
=rades 1%3 are ver, happ, "o.e involved in an, in"erac"ive
communica"ions:gamesUho&ever$ "his &on
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– >ain ain heir o&n s#ills &i h dail, prac ice
– eep up%"o%da"e &i"h changes in curren" English usage
– eep ahead of "heir o&n s"uden"s$ par"icularl, in higher level classes
P?o&ada,s$ s"uden"s ge" #no&ledge from man, differen"channels and "he, can compare &i"h "he school
curriculum$ so "eachers feel easil, challenged if &e are
no" familiar &i"h "he la"es" language "rends and upda"eourselvesQ
Develo"ment o""ortunities felt to be limited
Curren" oppor"uni"ies fel" "o .e ver, limi"ed$ "hough an num.er ofe/amples men"ioned)
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122
e/amples men ioned) – In"ernal seminars – for "eachers "o share e/periences
– Discussion orum organised ., Dis"ric" Educa"ional Commi""ee – "o go"hrough "e/" .oo# and ho" "opics li#el, "o .e covered in e/ams
– Su.scrip"ions "o English Mournalis"s – eg English ne&spapers$ China Dail,
– E/change programmes &i"h foreign universi"ies
– Some schools encourage "eachers "o s"ud, a.road – schools ",picall,pa, 0B of cos"s
– Some priva"e schools &ill use e/"ernal organisa"ions "o "rain "eachers
etter develo"ment o""ortunities re7uired
6eachers &an")– @ppor"uni"ies "o prac"ice English &i"h na"ive spea#ers
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@ppor uni ies o prac ice English &i h na ive spea#ers
– =uidance on ho& "o improve "heir rela"ionship &i"h s"uden"s
P7esides improving m, o&n English a.ili",$ I also
&an" "o learn some s#ills "o .e""er unders"ands"uden"s< ps,cholog, I" &ill help me spea# in m,s"uden"s< language and communica"e more li#e
friends Q
imited awareness of 56-based organisationsPI never heard of an, %.ased organisa"ion providing "eaching
resources$ ma,.e "here are man,$ .u" I am no" a&are of "hemQ
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7ri"ish Council – high a&areness of organisa"ion$ .u" noa&areness of &ha" i" can offer "eachers
77C – high a&arenessU some universi", "eachers use audio clipsfrom i"s &e. si"e for class ma"erials
u.lishers – onl, a&are of Longman Dic"ionar, &ell #no&nIEL6S – high a&areness Seen as passpor" "o s"ud, a.road
universi"ies – A&are of Cam.ridge$ @/ford$ LSE$ *ar&ic#*ould search 6imes ran#ing of universi"ies for o"hers
E/amining and assessmen" .odies$ language schools$&e.si"es – no a&areness
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12
(he market among leading em"loyers: -.hina
C !hese findings are based on j'st ( D'alitative interviewsE so are indicative only
!nglish is a ?must-have+ for new recruitsEnglish seen as a ;mus"%have<!ualifica"ion$ regardless of sec"or
– CE6 4 and 8 are .asic re!uiremen"s or
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128
some CE6 8 is "he minimum re!uiremen"for a ne& emplo,ee
– IEL6S$ = E$ =>A6 and o"her Englishcer"ifica"es no" re!uired$ .u" a high score&ill help po"en"ial emplo,ees s"and ou" from
"he cro&d – o"en"ial emplo,ees also need "o pass
English &ri""en and oral "es"s$ designed andadminis"ered in"ernall,
– or Mo.s &hich re!uire more regular con"ac"&i"h foreigners$ onl, gradua"es &i"h anEnglish maMor &ill .e considered
P>, compan, a""achesa high impor"ance "o
English *e use a ver,s"ric" process "o screen"heir English a.ili", I"
is an impor"an" cri"erion&hich &ill sho& "heir
a.ili", Q
ut on-going ! ( often not offered to staff >an, do no" provide on%going English"raining or assessmen" for "heir s"affN
– 7ecause recrui"men" process screens for
PEnglish is no" "he onl,&a, "o demons"ra"e
one
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12'
sui"a.le s#ill level – *or#ing language in"ernall, is Chinese
– 6raining can conflic" &i"h &or#loadcommi"men"s
– @verall performance seen as moreimpor"an"
PIn general$ a da, release course&ill las" for 1%3 mon"hs$ and i"
means "he s"aff canno" &or# during
"ha" period Q
one
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12(
– 6hese "end "o .e organisa"ions &here command of English par"icularl,impor"an"
P@ur compan, is a special case*e need "o do lo"s of research and
read English ma"erials so our!ualifica"ions for English are higher
"han o"hers 7ecause of "his$ &eprovide each emplo,ee &i"h man,
op"ions "he, can choose .,
"hemselves Q
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imited awareness of 56-based organisations
@nl, "&o men"ioned as possi.le providers) PI #no& ver, li""le a.ou" "he %
.ased English "raining
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– E ) – el" "o .e &ell #no&n in "he
English "raining mar#e" forgeneral pu.lic
– 7ri"ish Council)
– Seen as proving oppor"uni"iesfor compan, emplo,ees "os"ud, for an >7A in "he
– Such >7As fel" "o .e useful&a, of improving Englishperformance
organisa"ionsR&as i" E "ha" isfrom "he + I guess soU i" is a
large en"erprise providing"raining services Also$ one of
m, colleagues a""ended aprogramme held ., "he 7ri"ish
Council I" seems "ha" "he7ri"ish Council coopera"es &i"h
universi"ies "o offeroppor"uni"ies "o leading na"ional
organisa"ions onl, Q
8uture demand for more business !nglish trainingEconomic crisis means "raining .udge"s drama"icall, cu" in 2009
– EL6 no" a priori",
Longer "erm$ companies &an" EL6 "o .e com.ined &i"h .usiness
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131
g $ por managemen"%rela"ed s#ills
– *or#%rela"ed English "raining is more prac"ical
– English learn" a" school:universi", is no" geared "o .usiness English
– English "raining com.ined &i"h managemen" or o"her .usiness%rela"ed"opics is deemed more efficien"
– Emplo,ees can improve professional s#ills and English s#ills a" "hesame "ime
P6I is no" simpl, English "rainingU i" covers a lo" of
informa"ion .esides spo#en English$ li#emanagemen" and E "opics *i"h "he "raining$ our
emplo,ees also develop "heir minds Q
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*ummary & Im"lications - .hina
*ummary & Im"lications – .hinaS"rong and gro&ing mar#e"$ par"icularl, in main ci"ies and moredeveloped coas"al areas$ so good po"en"ial for providers
– Especiall, as English increasingl, seen as a ;mus" have< in "he larger$
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ou"&ardl, facing companies
Curren"l,$ mar#e" domina"ed ., adul" learners$ .u" s"rong gro&"h in"he ,oung learners mar#e"$ &hich offers huge mar#e" po"en"ial
– Especiall, since "eaching in "he pu.lic sec"or s"ill lags .ehind "ha" availa.le
in priva"e sec"or in "erms of prac"ical applica"ion of s#ills and !uali", oflearning ma"erials5
>ar#e" seemingl, unaffec"ed ., economic do&n"urnU indeed somespecula"ion "ha" i" ma, increase "he impor"ance of learning Englishas compe"i"ion for Mo.s .ecomes more in"ense
*ummary & Im"lications – .hina - cont
EL6 ins"i"u"ions remain main &a, of learning English ou"side school – -uge num.er of such ins"i"u"ions of var,ing si e$ cos" and !uali",
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providers of EL6 and learning ma"erials have a good repu"a"ion – Associa"ed &i"h !uali", and high levels of credi.ili", &i"h po"en"ial emplo,ers
– 7u"$ EL6 also associa"ed &i"h high price "he flip side of !uali",+5 – loo#for lo&er cos" op"ions "o offer in addi"ion higher cos":!uali", op"ions+
– Also in"ervie&s &i"h "eachers sugges" organisa"ions have a lo& profile inChina$ meaning "here is a need "o .uild "his profile
– ur"hermore$ S English preferred "o English$ &hich represen"s apo"en"ial o.s"acle – offer more S English "eachers+
@nline learning s"ill a" an earl, s"age$ .u" gro&ing force in "hemar#e"$ and "herefore could represen" an impor"an" oppor"uni",for organisa"ions
*ummary & Im"lications – .hina - cont
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13
– ar"icularl, if Koice In"erac"ion 6echnolog, can overcome some ofdo&nsides rela"ed "o prac"icing oral s#ills and in"erac"ing &i"h o"hers
In%compan, "raining s"ill !ui"e lo&$ e/cep" in larger companies
In "he shor"%"erm$ limi"ed oppor"uni"ies for e/"ernal organisa"ions"o help &i"h in%compan, "raining due "o .udge" cu"s
7u" in "he medium:longer "erm$ oppor"uni"ies lie in a focus on) – 7usiness English$ com.ined English .usiness "raining$ e/change:visi"
programmes "o organisa"ions in "he and con"inuing "o promo"e >7Acourses &i"h universi"ies
*ummary & Im"lications – .hina - cont
6eaching ma"erials and "eacher "raining in "he pu.lic sec"orschools:universi"ies sec"or leaves a lo" "o .e desired
Some #e, oppor"uni"ies for organisa"ions in "erms of)
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138
– 7e""er "e/".oo#s – more accura"e English$ &i"h .e""er feel for : S cul"ure
– >ore do&nloada.le e/ercises from "he in"erne" geared "o differen" languages#ills)
– lis"ening$ &ri"ing$ reading$ spea#ing
– and "o differen" age groups:a.ili"ies
– 6eacher "raining on s"uden" ps,cholog,
– rovision of more oppor"uni"ies for "eachers "o prac"ice "heir English s#ills&i"h na"ive spea#ers and learn more a.ou" "he cul"ure
7u") – @"her "han in priva"e schools$ Dis"ric" Educa"ion Commi""ee is of"en
dominan" decision ma#er on &ha" is used "e/" .oo#s and E%course&are5
*ummary & Im"lications – .hina - cont
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13'
– 6eachers have limi"ed informa"ion on e/"ernal providers and do no" have"ime "o proac"ivel, search for "his informa"ion
6herefore providers need "o) – Liaise closel, &i"h Dis"ric" Educa"ion Commi""ees – eg in "erms of help
&i"h compiling "e/".oo#s$ E%course&are – ocus on do&nloada.le resources for "eachers
– aise profile of providers and &ha" "he, can do – regular E%ne&sle""er"o schools+