The new strategic paradigm of resource development described in this paper recognizes that there are a number of important resources, in addition to financial ones, that are important to support the mission and to achieve the vision of a nonprofit organization, such as a college or university. It acknowledges and utilizes board members, with…

This qualitative case study endeavored to understand how program managers at one post-secondary Canadian university define, understand and undertake the marketing of their revenue-generating English as a Second Language (ESL) programs. Data were collected through interviews with three managers of distinct English as a Second Language (ESL)…

This paper explores the difficulties of finding an appropriate theoretical framework for a doctoral dissertation examining revenue-generating language programs at post-secondary institutions. It briefly examines the history of language programs in higher education in the developed English-speaking world and the current situation of many…