steve jones iatefl warsaw 2011
DESCRIPTION
Steve Jones from Distinction Language Centre in Gdańsk talks about the future of the private language schools sector.TRANSCRIPT
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The 21st Century Language Trainer
The Future of Private Sector Foreign Language Training in Poland
Steve Jones
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Who am I?
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September
1994
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“While looking towards the future, bear in mind both what
will change and what will remain the same”
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Product Life-Cycle
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1989 2010
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1989 2010
1994 - I arrived in Poland
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1989 2010
1999 - I opened a language school
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1989 2010
2009 - Everyone has opened a language school
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What happened?
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The party’s packed and the beer’s running out!
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• Better (more) state education
• Declining interest in exam courses
• A faster world with more technology
• Financial worries
Other Factors
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A brief technological history of EFL in Poland
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1994
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2000
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2007
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Tools of the trade
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The resources of the 21st Century Language Trainer
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Remember the party?
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How to be different?
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Differentiation
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Terminology
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Teacher or Trainer?
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Teacher
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Trainer
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Remember the party?
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How (not) to compete?
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8 x 45 = 16 zl per 90 minute class
5 in a group = 80 zl income per 90 minute
class
RENT?SALARIES?
HUH?
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How to be different?
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The road ahead
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2 aspects
• What changes
• What remains the same
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Change driven by technology
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e-learning
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kype
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Multi-media bonanzas
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How Groupon works
• Discount a minimum of 50%
• Groupon takes 50% of the remaining 50%
• The service provider takes 50% too (=25% of the original price of the product)
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The service provider gets 1,5 zl per student per 45 minute class
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Remember the party?
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How to be different?
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“Price is the last bastion of the mediocre
and the desperate”
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What stays the same?
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Universal truths
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here we go ...
• Poles need to learn foreign languages
• People learn languages in order to SPEAK
• Ability in a foreign language improves career options and enhances life quality
• Humans enjoy interacting with other humans
• Language learners like a competent and personable trainer to guide them
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Universal Truths
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Universal Truths
Laptops Wi-Fi
ProjectorsInternet
Authentic YouTube
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The 21st Century Language Trainer will...
• Be a trainer
• Help learners develop practical communication skills
• Interact with learners face to face
• Be competent with a little “je ne sais quoi”
• Use elements of technology
• Be less focused on course books and more interested in authentic material
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But where will we work?
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Big players?
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How to be different?
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Specialization?
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Franchising?
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Product
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INNOVATION