March 2012 issue

News Round Up
Inside the industry
Advisor Survey
Secondary Focus 1
Secondary Focus 2
Tertiary Focus 1
Tertiary Focus 2
Vocational Focus
Special Report
Course Guide
City Focus
Market Analysis

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Market Analysis:

As Europe’s largest economy, Germany has weathered the euro zone crisis better than most, and language providers are pleased to report an increased interest in German language programmes.

Germany’s marketing budget by region (overall %) Student feedback respondents by world region of origin
North America 7%
Latin America 12%
Africa 3%
C&E Europe 28%
W Europe 30% Middle East 3%
Asia 14%
Australasia 3%
W Europe 39%
Asia 15%
Middle East 14%
C&E Europe 13%
Latin America 5%
N America 2%
Australasia 1%
No reply 11%

Top nationalites in Germany by student weeks – according to schools, 2011 How will you use your German in the future?
Spanish 9%
Italian 7%
Swiss 7%
Russian 5.5%
French 5%
American 4% British 4%
Polish 4% Japanese 3.5% Scandinavian/Finnish 3.5% Chinese 3%
For my current or future work 42% For further studies in Germany 33%
For my university/college studies at home 13%
For pleasure only 10%
No reply 2%

Commission Student numbers by age range
20% is the average commission paid on a language course

Two of the institutions profiled paid commission on accommodation

8-11: 0.5%
12-15: 5%
16-18: 12%
18-24: 25%
25-30: 28%
30-50: 27%
50+: 2.5%

Means of recruiting students in Germany, 2011 (schools) How did you find your programme? (students)
Advisors 40%
Internet 27%
Local bookings 24%
Other means 9%
It was recommended by an advisor 38%
I found it on the Internet 35%
It was recommended by a friend/relative 23%
I saw it advertised 7%
No reply 3%

In my class there are... To practise English with native speakers is ...
...just the right amount of students and mix of nationalities 47% ...too many students who speak my language 20%
...too many students 16%
...too many students from one other country 13% (No reply 4%)
Quite easy 40%
Quite hard 42%
Very easy 7%
Very hard 6%
No reply 5%

Total marketing spend by sector and by category in %
Advisory costs 48%
Commission 43%
Incentives 1%
Agency brochures 4%

Travel costs 17%
Agent workshops 6.5%

Advisor visits to school 3.5%
Trips to agencies 7%
Publicity costs 35%
Agent mags etc. 3%
Student mags etc. 7%
Brochure, video etc 10%
Internet 15%
Overall average length of stay 6.5 weeks

Average hours of language tuition per week 23.5

46% of students booked through an agent or advisor

Key points in STM school survey Germany
Number of participating organisations: 7
Total number of students at the organisations in 2011: 50,825
Total number of student weeks in 2011, estimated: 330,362
Participating schools: Humboldt Institut, various; BWS Germanlingua, Munich & Berlin; Friedlaender Schule, Berlin; Horizonte, Regensburg; Carl Duisberg Centren, Munch & Berlin; F+U Academy of Languages, Heidelberg; GLS Sprachenzentrum, Berlin; Goethe-Institut, various.

Germany student feedback at a glance
Total number of students: (female 98, male 133, unknown 51) 282
Average age in years: 23
Average number of students in class: 12
Participating schools: International House Heildelberg (Collegium Palatinum), Heildelberg; Humboldt Institut, Konstanz; did deutsch-institut, Berlin, Frankfurt, Munich & Hamburg; BWS Germanlingua, Munich & Berlin; Carl Duisberg Centren, Munch & Berlin; Eurasia Institute, Berlin; F+U Academy of Languages, Heildelberg; GLS Sprachenzentrum, Berlin; Goethe Institut, Bremen & Hamburg; Sprachschule Zum Ehrstein, Freiburg & Berlin.

The German language teaching market looked strong in 2011 with a majority of those canvassed for this article reporting increased business over the previous year. The country’s economic stability in comparison to other EU countries – at the time of writing, Germany was the only large eurozone economy with a AAA credit rating, the relative measure of creditworthiness in relation to a country’s economy – has prompted many Europeans to seek employment opportunities in the country or with a German-operated business. As such, demand for German language courses is on the rise as candidates look to equip themselves with relevant skills. Experiencing a 37 per cent increase in bookings in 2011, Melanie Mohi at BWS Germanlinga observes that, “The crisis in other economic sectors has had a rather good influence on the German language school market.”

Indeed, the Goethe-Institut, which has 13 centres throughout Germany, also experienced increased enrolments in 2011, particularly from countries such as Spain, Russia and the Ukraine, observes Rainer Epbinder. Echoing Mohi, he notes that economic factors could be acutely responsible for the boom. “The German language is becoming more popular in European countries due to political developments,” he emphasises.

Commenting on changes in student source markets, Bernhard Freidl, School Director at Horizonte in Regensburg highlights the proliferation of students from Eastern Europe, in particular Poland, the Czech Republic, Hungary, Russia and the Ukraine. Meanwhile, a “successful cooperation” with a local agency in Tunisia has reaped positive results for F&U Academy of Languages in Heidelberg. Spain and Italy – which, according to our market statistics topped the poll in terms of student nationalities, accounting for a nine and seven per cent respective share of the German language teaching market in 2011 – also proved significant sources for F&U. Overall, says the school’s Alisha Fields, student intake was up by an impressive 40 per cent in 2011.

Recording a 29 per cent hike in student enrolments, Lennart Guthling at Humboldt-Institut, affirms that Russia is their current “market leader” in terms of student numbers. Seemingly unaffected by the economic crisis, he adds that this market has shown no signs of abating. Consequently, to ensure an even spread of nationalities throughout its 18 centres, the school plans to slow down its marketing activities in this country this year.

In terms of programme type, a new dual course enabling students to study two languages (German and English) simultaneously has been well received by students at F&U Academy of Languages. Meanwhile, the Goethe-Institut has chosen to expand its teenage provision and now offers a four-week course and a three-week intensive course for 14-to-17 year olds, explains Epbinder. Offered alongside its existing German plus soccer programme for the same age group, the school proudly boasts many other options suited to younger learners between the ages of nine and 21 at 26 course locations in Germany.

Having recently opened a new year-round residential centre in Bad Schussenried, Humboldt-Institut is also keen to show its advances in the youth sector. Catering for juniors aged between 10 and 14 and teenagers aged between 14 and 17, the new campus has a total capacity of 320 students and was fully booked in the 2011 summer season. “With our year-round centre in Lindenberg, the two centres are the only year-round residential centres, for this age group, in the German language market,” expounds Guthling.

Offering German intensive and summer courses, Friedlander-Schule in Berlin launched a new literacy skills course in 2011 to, says Ulrich Schmidt, cater for those looking to improve their reading and writing proficiency. However, to date, uptake has been limited.

Visa issues are proving challenging for some German language school providers. “We hope for better conditions for people from Russia to get visas,” laments Schmidt. Meanwhile, Guthling notes that while South American students hardly face any problems obtaining a visa, Chinese students (below the age of 18) have incredible difficulty. “Embassy staff [in China] are reluctant to cooperate and often try to find ways to deny a visa, which is against German law. A visa has to be granted, if no real reasons are against it.” He adds, “Talking directly to embassy staff in China, in general, is useless. We currently are in close contact with the Department for Foreign Affairs and the Ministry of the Interior…they are much more cooperative and usually solve problems in the interest of the student and the school.”

Looking to the future, new year business has started well for BWS. “We hope that business will be at least as good as last year,” comments Mohi.

Confident enrolments will continue to rise, Guthling predicts growth will not be as aggressive in 2012. However, a new summer course centre for teenagers in Vienna, Austria, is already generating “positive reactions from students and agents”, enthuses Guthling.

View from the student…

A total of 42 different nationalities were represented in this year’s student feedback survey, highlighting the broad appeal of German language programmes. Western Europe continues to be an important market for local language schools, with this world region accounting for 39 per cent of all students on campus, compared with 25 per cent previously (see STM, May 2011 issue, pages 38-39). Asia was the next most significant grouping, accounting for a quarter of the all surveyed respondents. Interestingly, intake from the Middle East increased on previous results, up from seven per cent to 14 per cent. However, a high percentage (which included Algerian, Egyptian, Jordanian, Israeli, Lebanese, Libyan and Tunisian students) attended the same school. Nevertheless, this trend perhaps highlights how some providers are beginning to explore new, non-traditional source markets.

Switzerland (17 per cent), Russia (six per cent), Spain (five per cent), Japan (four per cent) and Italy (3.5 per cent) topped the nationality league table; findings that are largely in keeping with the observations made by our educator respondents (see page 71).

A significant number of students said they were already utilising their German language skills in every day life, whether through work (26 per cent) or study (42 per cent). Over a third of respondents were learning German in preparation of future or current work (42 per cent, compared with 23 per cent previously).

The German language teaching market appears to be utilising study abroad advisors more than has been previously recorded. Almost half of all student respondents said they had booked their study abroad programme via an education advisor, up 22 percentage points on previous results. Our school respondents, who report that advisors were responsible for 40 per cent of all student bookings in 2011, further support this trend (see pie left).

Germany student feedback at a glance

Total number of students: (female 98, male 133, unknown 51) 282
Average age in years: 23
Average number of students in class: 12
Participating schools: International House Heildelberg (Collegium Palatinum), Heildelberg; Humboldt Institut, Konstanz; did deutsch-institut, Berlin, Frankfurt, Munich & Hamburg; BWS Germanlingua, Munich & Berlin; Carl Duisberg Centren, Munch & Berlin; Eurasia Institute, Berlin; F+U Academy of Languages, Heildelberg; GLS Sprachenzentrum, Berlin; Goethe Institut, Bremen & Hamburg; Sprachschule Zum Ehrstein, Freiburg & Berlin.

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






Sara's New York Homestay LLC  

English Australia  
English UK  
English UK London  
Groupement FLE  
Languages Canada / Langues Canada  
MEI Ireland  
Perth Education City  
Quality English  
Study Gold Coast  
English in Chester  

Access Macquarie Limited  
Bond University  
ILSC Australia  
Impact English College  
International House Sydney Teacher Training & Prof  
Language Studies International  
NEAS Australia  
Perth Education City  
Study Gold Coast  
University of Newcastle Language Centre  
University of New South Wales  

CERAN Lingua International  

Bow Valley College  
Destination Canada  
Global Village  
Greater Victoria School District  
Guard Me  
ILSC - International Language Schools of Canada  
Languages Canada / Langues Canada  
Niagara College  
Ottawa International Student Programmes (OISP)  
Omnicom School of Languages  
Saint Mary's University  
Study Abroad Canada Language Institute  
Upper Madison College  
Vancouver English Centre  
Victoria International Academy  
York University English Language Institute  

iMandarin Language Training Institute  

Tandem Santiago  

Angel Language Academy  
Ardmore Language Schools  
Askham Bryan College  
Cambridge Education Group  
Camp Beaumont  
Capital School of English  
Centre of English Studies  
EAC Language Centres and Activity Camps  
ELC London - Hampstead School of English  
English Studio  
English UK London  
International House London  
INTO University Partnerships  
Kaplan International Colleges  
Prime Education  
LAL London  
London School of Business & Finance  
London School of English  
Malvern House College London  
Princes College School of English  
Queen Ethelburga's College  
School of Oriental and African Studies  
St Giles International  
Study Group  
Sussex Coast College Hastings  
University of East Anglia  
University of Essex - International Academy  
Wimbledon School of English  
SR Events  
Study World  
STM Star Awards  

Cambridge Esol  
City and Guilds Branch Office in Europe  
TOEFL Educational Testing Service  
Trinity College London  

Accent Francais  
Alliance Française Lyon  
Ecole Suisse Internationale  
Groupement FLE  
Langue Onze Toulouse  
LSF Montpellier  
Lyon Bleu International  
Paris Langues / Club CEI des 4 Vents  

F+U Academy of Languages  

Dr Walter  
Guard Me  

IRELAND English Language Academy ELA  
MEI Ireland  
Dialogo Language Services  
IH Milan  
Percorsi d'italiano  

Bell International  
EC English Language Centre  

Good Hope Studies  

International House - Sevilla CLIC  
Xul Comunicación Social  
Malaca Instituto - Club Hispanico SL  

EF International Language Centers  
Eurocentres International  

Malta Tourism Authority  
Office de Tourisme Montpellier  

Brown University  
California State University San Marcos  
ELS Language Centers  
FLS International  
Global Language Institute  
New York Language Center  
Open Hearts International College  
Saint John's University  
Sara's New York Homestay LLC  
UC Berkeley Extension  
University of Arizona  
University of California San Diego  
Zoni Language Centers  

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