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Contents - October 2010


Special report
Safety in numbers
In today’s challenging economic environment, language school associations can, more than ever, add value for their members, as Jane Vernon Smith finds out.


Market Report
Mixed fortunes in France
Language schools in France have had to be adaptable in order to cope with fluctuating demand from some student markets and changes in course popularity. Jane Vernon Smith reports.




Destination
US east coast
Encompassing cities such as Boston, New York and Washington, DC, the US east coast is popular with students wanting to go on to further study. Jane Vernon Smith investigates.



Group gains

The importance of working together is highlighted in this issue of Language Travel Magazine with our Special Report feature looking at the recent activities of language school associations. Some associations in destinations around the world report that membership is booming as challenges in the form of less than ideal economic conditions, combined with new immigration legislation, are forcing individual schools to club together to find solutions to their common problems.

Association membership has long been a sign of the maturation of the industry as individual businesses look to a long-term common future and put this above short-term competition between rivals. The increasing awareness of the value of a joint brand by individuals is also coming to the fore – for example the permutation of Scottish school association Seltic to English UK - Scotland (see page 6) – as joint marketing efforts under one umbrella make more sense when times are hard. Seltic is not the first UK regional association to realise the marketing benefits of using the already widely recognised English UK brand as English in the North became English UK North of England in 2008.

Even in countries where school associations are a relatively new concept, group activity seems to be becoming more the norm. Some of the schools that took part in our Market Report feature on France this month point out the benefits to them of joining with other schools in their region to promote themselves jointly, either specifically as a language travel destination or as a region for tourism (page 43).

Group activities are also not confined to the language school sector of the language travel business as the potential development of a new agent association in Europe shows (page 8). Increased communication about matters that may be unique to a certain region or country can lead to solutions for everyone and can only be beneficial to the industry as a whole.

The benefits of cooperation between small players can also be seen as a group of colleges in the UK have gotten together to offer foundation courses for international students wanting to study at the University of Bath (page 19). Together they are able to cater to a greater number of students than they would have been able to individually and so have succesfully seen off competition from a large independent provider. The saying ‘together we are stronger’ seems particularly apt at this time.


Opinion
Group gains


News
New special interest group for English UK
TUI buys Manchester Academy of English
EF submits plans for UK expansion
Navitas hones in on the US market
New pilot scheme opens door to Turkish students
Flexible new website for QE

Agency News
European agency group in the pipeline
Oceanic Consultants wins business award
OISE Group introduces Schools Principals Forum

Agency Survey
Thai market budding
Despite recent political unrest in the country, the study abroad market in Thailand looks to be holding its own this year, according to our Agency Survey on Thailand.

Feedback
Malta
With Asian student numbers affected by seasonality, Maltese language schools are looking towards alternative source markets like Central & Eastern Europe. Meanwhile, the standard of teaching was among the things students were most impressed by.

Courseguide
UK internships
Undertaking an internship while in the UK is a popular option for students wanting to perfect their language skills and integrate into the local community. The guide below lists a number of companies that offer intenships to students, either as part of a language course or as a stand alone option.

Spotlight
University prep. in Germany
Tertiary education in Germany is an attractive prospect for international students given that many universities in the country offer tuition free study. Demand for language and/or foundation courses that prepare students for standardised entry exams is consistent report providers.

Status
New Zealand 2009



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