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January 2006 issue

Contents
News
Travel News
Agency News
Agency Survey
Feedback
Direction
Special Report
Market Report
Course Guide
Spotlight
Destination
City Focus
Status

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Business courses in the USA

Schools in the USA offering language courses designed to meet the needs of the executive market ensure that their programme is progressive and their business clients are offered a luxury experience.

Catering to the executive language learning market is not an easy proposition. Business clients are more exacting in their requirements and are more likely to demand higher quality services in terms of accommodation, teaching facilities and fast results. Schools in the USA that have gone down this route often go out of their way to provide specialist facilities and highly tailored language programmes to appeal to this niche sector of the language learning market.

Sheila Hoffman-Hicks, President of Global Language Institute in St Paul, MN, relates, "Executives, particularly high-status executives like many who enrol on our programme, are looking for something different than what is offered in a traditional intensive English programme. They often don';t want to be in classes with university-aged students [as] they aren';t in that mindset anymore. They have more life experience and different motivations. Second, they are usually looking for specialised language instruction which is relevant to their specific job or profession."

At Converse International School of Languages, based in San Diego and San Francisco, CA, the distinction between executive language learners and those taking more general English courses is marked. "We have a separate suite of classrooms dedicated to these programmes," says Jean-Pierre Guittard, General Director of Operations at the school. "Executive clients enjoy a ‘business class'; setting and a four star level of service. We also have a separate website [for business clients]."

At The Language Academy in Fort Lauderdale, FL, the success of their business language courses is also heavily reliant on the school providing a specialised, personal approach to clients. Marco Pinna, President of the school, explains, "We have designed profession-specific executive English programmes for several universities and business colleges, which regularly send groups of students once or twice per year."

Keeping executive language courses as distinct as possible from general or academic English programmes seems to be a key feature of this sector. Rina Buberoglu Levin from Talk International School of Languages in Davie, FL, says that participation in such courses is restricted to ensure a more targeted approach. "We require that students have an upper intermediate or higher level of English proficiency and a minimum of three years of business experience – so they are not available and do not appeal to the general market."

Some language schools have got around the problem of appealing to a broader market while maintaining the exclusivity required by executive clients by offering a range of business language courses. Hoffman-Hicks says that they have recently started offering a new business language programme to complement their original programme.

"A few years ago we began getting requests for a less high-end programme which fitted with the training budgets typical for mid-level managers and for those professionals having to pay personally for their training," she relates. "In response to this, we began offering the combined intensive programme for professionals. This combines individualised instruction with a group oral communications course. It';s a more affordable option."

The financial rewards of business language course provision can be great and established schools within the sector have to continually find new ways to stay ahead of the competition. Caroline Gear from the International Languages Institute of Massachusetts in Northampton, MA, says that they offer business clients an extra incentive to study at their school. "We also offer professional networking opportunities for executives to meet and interact with native English speaking professionals in their field," she says.

Meanwhile, at ProActive English in San Francisco, CA, developments in technology and course provision have enabled the school to offer students a completely different language learning experience. "Through the business English website, ProActive English offers a synchronous language learning that allows trainees to upload recorded speech for review by a trainer or for self-guided practice," says David Kertzner at the school. "Trainers provide text and audio feedback. The web tool features an interactive Powerpoint presentations module allowing trainees to record audio for each presentation slide and receive audio and text feedback for each slide."

Contact any advertiser in the January 2006 issue now

The following language schools, associations and accommodation providers advertised in the latest edition of Language Travel Magazine. If you would like more information on any of these advertisers, tick the relevant boxes, fill out your details and send us the form.

Name

Company
Country
Telephone

Email


AUSTRALIA
Australian Council
      for Private Education
      &Training
English Australia
Sydney West
      International College

CANADA
Global Lifestyles
Hawthorn Vancouver

ENGLAND
Anglophiles
      Academic (England,
      Ireland, Canada,
      USA, Malta, Cyprus,
      New Zealand)
Aspect (Australia,
      Canada, England,
      France, Germany,
      Ireland, Malta,
      New Zealand,
      Scotland, South
      Africa, Spain, USA)
Bell International
Camp Beaumont
Churchill House
Eden School of
      English
EJO (The Elizabeth
      Johnson 
      Organisation)
English Language
      Centre
English UK
IALC
Kings Street College
LAL Language and
      Leisure (England,
      Malta, South Africa,
      USA)
Langbourne College
Language Studies
      International
Malvern House
Manor Courses
Quality English
Queen Ethelburga's
      College
Sheffield Hallam
      University
St Giles College,
      Brighton
St Giles Colleges
      (UK, USA)
Study Group
      (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy, New Zealand,
      South Africa, Spain,
       USA)
United World School
      of English
University of Sussex

FRANCE
Le Génie des
      Langues
SILC - Sejours
      Linguistiques
      (England, France,
      Spain)
Université de Paris
      Sorbonne

GERMANY
Did Deutsch-Institut
      Worldwide
Inlingua Berlin
Inlingua Munich
IP International
      Projects (Australia,
      Canada, Cuba,
      England, France,
      Germany, Italy,
      Malta, Spain, USA)
Prolog- International
      House Berlin

IRELAND
Galway Cultural
      Institute

JAPAN
Tokyo World
      Language School

MALTA
am Language Studio
English Language
      Academy
Feltom
Malta Tourism
      Authority
Skylark
      Mediterranean
      School of English

MEXICO
Cuauhnahuac
      Intensive Spanish
      Language Institute

NEW ZEALAND
Education New
      Zealand Trust

RUSSIA
Language Link,
      Russia
Liden & Denz
      Language Centre

SPAIN
Eugenia
       International
      School
Kings College
      International

SWITZERLAND
EF Language
      Colleges (Australia,
      Canada, China,
      Ecuador, England,
      France, Germany,
      Italy, Malta, New
      Zealand, Russia,
      Spain, Switzerland,
      USA)

USA
American Language
      Communication
      Center
Kaplan Educational
      Centers (Canada,
      England, USA)
University of
      California Riverside
Zoni Language
      Centers

EDUCATION TRAVEL

AUSTRALIA
Conestoga College

CANADA
Lethbridge
      Community College

ENGLAND
London International
      Study Centre /
      Sutherland Education
Queen Ethelburga's
      College
Sidcot School
St Clare's Oxford
Tasis - The American
      School in England
      (England, France,
      Italy, Spain,
      Switzerland)

NEW ZEALAND
Bay of Plenty
      Polytechnic (New
      Zealand)

USA
Oak International
      (Ireland, Switzerland,
      USA)

ASSOCIATIONS
GROUPS
Australian Council
      
for
      Private Education
      &Training
Education New
      Zealand Trust
English Australia
English UK
Feltom
IALC
Quality English

EXPOS/WORKSHOPS
Alphe Agent
      Workshops
IALC

SERVICES
Language Travel
      'Phone Card

TOURIST BOARDS
Malta Tourism
      Authority