New article: Perceptions of ESL Program Management in Canadian Higher Education: A Qualitative Case Study

October 10, 2017

I’m pleased to share my latest article, which has been published in the International Journal of Learning, Teaching and Educational Research.

Abstract

ESL programs at post-secondary institutions must often generate revenue in addition to teaching students English. Institutions often impose explicit expectations on these programs to generate profit, creating unique challenges for those who administer them. This qualitative case study investigated challenges faced by ESL program directors at one university in Canada. Semistructured interviews were used to collect data from program directors (N = 3) on topics relating to administration, marketing, the mandate to generate revenue, and the complexities of ESL program legitimacy and marginalization in higher education contexts. Five key themes emerged from the data: (a) the necessity for directors to be highly qualified and multilingual, as well as have international experience; (b) a general lack of training, support, and resources for program directors; (c) institutional barriers such as working with marketers and recruiters with little knowledge of ESL contexts; (d) program fragmentation and marginalization on campus; and (e) reluctance to share information and program protectionism. Findings point to the need for increased training and support for ESL program directors, along with the need for institutions to elevate the profile of these programs so they are not viewed as having less value than other academic programs on campus.

Keywords: TESOL; TESL, ESL, EFL, language program management; administration; leadership; profit; revenue; marketing

Check out the full article here: https://www.ijlter.org/index.php/ijlter/article/view/980

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Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.

 

 

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Book launch: Critical Perspectives on International Education

March 19, 2013

Launch party - Critical Perspectives in Education

A few weeks ago I was excited to tell you that the book, Critical Perspectives on International Education had been released. My contribution to the book is a chapter called, “The Administration of English as a Second Language (ESL) Programs: Striking the Balance Between Generating Revenue and Serving Students” (pages 149-162).

Tomorrow is the official launch party for the book. I’d like to invite you to join us to celebrate international education!

Wednesday, March 20, 2013

4:00 to 6:00 p.m.

Education Tower, Room 830 (TERA)

University of Calgary

2500 University Dr. N.W., Calgary, Alberta, Canada

Entertainment will be provided by Afo-Danse Troupe

RSVP here: http://fluidsurveys.com/surveys/sarah-khan/book-launch-yvonee-hebert-and-ali-a-abdi/

Critical Perspectives on International Education Sarah Eaton

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If you enjoyed this post, please “like” it or leave a comment. Thanks!

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If you are interested in booking me (Sarah Eaton) for a presentation, keynote or workshop (either live or via webinar) contact me at sarahelaineeaton (at) gmail.com. Please visit my speaking page, too.


The Administration of English as a Second Language (ESL) Programs: Striking the Balance Between Generating Revenue and Serving Students

December 30, 2012

Critical Perspectives on International Education Sarah EatonI am squealing with joy to share this news with you. Four years ago, Dr. Yvonne Hébert, a professor of Education at the University of Calgary invited me to submit a chapter for a book she was co-editing with her colleague, Dr. Ali Abdi.

I submitted a chapter that focused on the difficulties managers of ESL / EFL programs face when it comes to the pressures they face to generate revenue for their institutions and focussing on students’ learning.

You would think that an administrator’s first priority should be to serve students. Morally and ethically that may be true. In terms of practicalities, the reality can be quite different. Many program administrators face great pressure to “put bums in seats”. This chapter addresses some of those difficulties.

“The Administration of English as a Second Language (ESL) Programs in Higher Education: Striking the Balance Between Generating Revenue and Serving Students” (pages 149-162) is my contribution to the new book called Critical Perspectives on International Education that has just been published by Sense publishers in Rotterdam.

The book is now available in paperback and hardcover:

ISBN Paperback: 9789460919046 ($ 49.00)
ISBN Hardcover: 9789460919053 ($ 99.00)

It may also become available as an e-book in 2013.

There has been so little published about the difficulties that English language program leaders face in terms of the moral, ethical and business decisions they must make every day in their administrative roles. More conversations and dialogue need to happen to help managers and directors make wise decisions.

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If you enjoyed this post, please “like” it or leave a comment. Thanks!

Share or Tweet this: The Administration of English as a Second Language (ESL) Programs: Striking the Balance Between Generating Revenue and Serving Students http://wp.me/pNAh3-1xR

If you are interested in booking me (Sarah Eaton) for a presentation, keynote or workshop (either live or via webinar) contact me at sarahelaineeaton (at) gmail.com. Please visit my speaking page, too.


Marketing your language or literacy program: 10 webinars recorded

May 31, 2012

This week we wrapped up our 10-week webinar series on how to market your literacy or language program. Nine of the ten programs featured ideas from  101 Ways to Market Your Language Program. The 10th and final webinar focused on social media, including:

  • Brief overview of social media marketing for non-profit and educational programs
  • Building your social media capacity to market your programs more effectively.
  • Do’s and dont’s of social media marketing.

Here is the tenth webinar recording for you. There are links to the other nine programs below.

If you like these webinars and find them helpful, please share them with others, leave a comment or “like” the video on YouTube.  Thanks to everyone who joined us.

Related post and recordings of past programs:

101 Ways to Market Your Language Program (10 Free webinars) http://wp.me/pNAh3-1j6

#1 Webinar recording: Marketing strategy and planning

#2 Webinar recording: Setting marketing goals and budgets

#3 Webinar recording: Writing effective marketing copy

#4 Webinar recording: Developing written marketing materials

#5 Webinar recording: Identifying what makes you unique

#6 Webinar recording: Speciality tips for programs at large institutions

#7 Webinar recording: The power of your connections

#8 Webinar recording: Relationship marketing

#9 Webinar recording: Effective marketing follow-up

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If you are interested in booking me (Sarah Eaton) for a presentation, keynote or workshop (either live or via webinar) contact me at sarahelaineeaton (at) gmail.com. Please visit my speaking page, too.


Tomorrow: Free webinar on using social media to market literacy and language programs

May 29, 2012

Tomorrow we wrap up our series of ten free webinars on how to market literacy programs and language schools.

Each webinar has highlighted different ideas from 101 Ways to Market Your Language Program. Tomorrow is a little different in that the ideas and strategies provided are brand new information, not published in the book. The program will be  30 to 60 minutes in length. Bring a pen and paper. I’m going to give you lots of ideas you can implement right away.

Webinar #10 of 10 – What to expect

Today’s webinar will focus on:

  • Brief overview of social media marketing for non-profit and educational programs
  • Building your social media capacity to market your programs more effectively.
  • Do’s and dont’s of social media marketing.

Webinar time

Date: Wednesday, May 30, 2012

There are some time zone changes coming up around the world, so double-check these times against your local area:

Point of origin – 14:00 (2:00 p.m.) Mountain Time, May 16, 2012 Calgary / Edmonton

16:00 (4:00 p.m.) – Eastern Time – Toronto / New York

20:00 (8:00 p.m.) – Greenwich Time – London, England

22:00 (10:00 p.m.) – Eastern European Time – Athens / Istanbul

05:00 (5:00 a.m.) – following day – Japan Standard Time – Tokyo

How to log in

There is no need to register. These webinars are free and open to everyone. Seating is limited though, so sign on early.

To join the webinar, simply click here: http://meet11548754.adobeconnect.com/saraheaton/

Will it be recorded?

You bet. I’ll record the program and post it within 24 hours or so. No charges or fees to watch these recorded programs.

Related post and recordings of past programs:

101 Ways to Market Your Language Program (10 Free webinars) http://wp.me/pNAh3-1j6

#1 Webinar recording: Marketing strategy and planning

#2 Webinar recording: Setting marketing goals and budgets

#3 Webinar recording: Writing effective marketing copy

#4 Webinar recording: Developing written marketing materials

#5 Webinar recording: Identifying what makes you unique

#6 Webinar recording: Speciality tips for programs at large institutions

#7 Webinar recording: The power of your connections

#8 Webinar recording: Relationship marketing

#9 Webinar recording: Effective marketing follow-up

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Share or Tweet this post:  Tomorrow: Free webinar on using social media to market literacy and language programs http://wp.me/pNAh3-1ql

If you are interested in booking me (Sarah Eaton) for a presentation, keynote or workshop (either live or via webinar) contact me at sarahelaineeaton (at) gmail.com. Please visit my speaking page, too.


Webinar recording: 101 Ways to Market Your Language and Literacy Program (#9)

May 23, 2012

In the eighth of ten webinars today on how to market your language or literacy program we focussed on the power of connections. We talked about

  • Building a system for effective follow-up.
  • What is the best way to follow up with someone – phone, e-mail or some other way?
  • How to use the “drip effect” without torturing the other person.

Here’s the recording of Webinar #9:

Please “like” the YouTube video if you find these recordings helpful!

Join us next week for Class #10. It will social media for marketing and building community. Get more details here.

Related posts:

101 Ways to Market Your Language Program (10 Free webinars) – Program overview and login instructions

#1 Webinar recording

#2 Webinar recording

#3 Webinar recording

#4 Webinar recording

#5 Webinar recording

#6 Webinar recording

#7 Webinar recording

#8 Webinar recording

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Share or Tweet this post: Webinar recording is up! Tips for Marketing Your Language and Literacy Program (#9) http://wp.me/pNAh3-1pB

If you are interested in booking me (Sarah Eaton) for a presentation, keynote or workshop (either live or via webinar) contact me at sarahelaineeaton (at) gmail.com. Please visit my speaking page, too.


Today’s free webinar on marketing literacy and language schools: Effective Marketing Follow-Up

May 16, 2012

We’ll have Webinar #9 on Wednesday, May 23.

Today we’re having the ninth in a series of ten free webinars on how to market and promote literacy programs and language schools.

Each webinar highlight different ideas from 101 Ways to Market Your Language Program. Every week you get practical, low-cost ideas to help you promote your program. Best of all, you’ll get to connect with others on line who are also interested in the same topic, ask questions and interact.

The webinars are  30 to 60 minutes in length. Bring a pen and paper. I’m going to give you lots of ideas you can implement right away.

Webinar #9 of 10 – What to expect

Today’s webinar will focus on:

  • Effective follow up.
  • Building patience into your marekting.
  • Not giving up too soon.

Webinar time

Date: Wednesday, May 16, 2012

There are some time zone changes coming up around the world, so double-check these times against your local area:

Point of origin – 14:00 (2:00 p.m.) Mountain Time, May 16, 2012 Calgary / Edmonton

16:00 (4:00 p.m.) – Eastern Time – Toronto / New York

20:00 (8:00 p.m.) – Greenwich Time – London, England

22:00 (10:00 p.m.) – Eastern European Time – Athens / Istanbul

05:00 (5:00 a.m.) – following day – Japan Standard Time – Tokyo

How to log in

There is no need to register. These webinars are free and open to everyone. Seating is limited though, so sign on early.

To join the webinar, simply click here: http://meet11548754.adobeconnect.com/saraheaton/

Will it be recorded?

You bet. I’ll record the program and post it within 24 hours or so. No charges or fees to watch these recorded programs.

What will future webinars cover?

Here’s what we’ll cover in our final program next week:

  • Week #10 – Social media for marketing.

All you have to do is block off Wednesdays in your calendar at your corresponding local time and then log in using the link above.

If you can’t make the webinar, and you’d like to ask a question about the topic, feel free to leave me a comment. I’ll do my best to answer questions that come in before the program during the webinar. You can watch the recording to get the answer to your question, or I’ll answer you back in the comment section.

Related post:

101 Ways to Market Your Language Program (10 Free webinars) http://wp.me/pNAh3-1j6

Recordings of past programs:

#1 Webinar recording

#2 Webinar recording

#3 Webinar recording

#4 Webinar recording

#5 Webinar recording

#6 Webinar recording

#7 Webinar recording

#8 Webinar recording

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Share or Tweet this post:  Today’s free webinar on marketing literacy and language schools: Effective Marketing Follow-Up http://wp.me/pNAh3-1ph

If you are interested in booking me (Sarah Eaton) for a presentation, keynote or workshop (either live or via webinar) contact me at sarahelaineeaton (at) gmail.com. Please visit my speaking page, too.


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