This guidebook for teachers documents the "Harry Potter in Translation" project undertaken at the Language Research Centre at the University of Calgary. The guide also offers 5 sample lesson plans for teachers of grades three to twelve for teaching world languages using the Harry Potter books in translation to engage students. (Contains…

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…

This book provides 101 ideas and strategies to empower overall marketing efforts: (1) "Put On Your Thinking Cap" (e.g., define the problem before marketing it, set reasonable goals, and create a niche); (2) "Secrets to Boost Your Marketing Power" (e.g., emphasize the benefits, check out the competition, and sell oneself in as…

This paper examines the "business" of language programs. In particular, it focuses on the economic impact of English as a Second language programs physically located in Calgary, Alberta, Canada which draw and serve foreign students. The impact such programs have on the wider community will also be explored. A bibliography is included.…

The phenomenon of marketing in educational institutions has been critically examined by Vining, Topor (2001) and Sevier (1986, 1996). However, no studies have yet been undertaken to examine the marketing of language programs in public education. A timely study is needed to examine the promotion of a recent educational program: the Alberta…