Marketing Private EFL Programs in Damascus  

Oleh:

Ivy, Jonathan ; Al-Fattal, Eyad

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: TESOL Journal vol. 2 (Jun. 2010), page 130-143.
Topik: Marketing; English language colleges; Damascus
Fulltext: Marketing Private.pdf (195.75KB)

Isi artikel

For many educational administrators marketing has tended to focus on advertising, the institute’s prospectus and open days. This research investigates marketing activities of private English as a Foreign Language Colleges in Damascus, Syria. A quantitative survey of students in four different EFL colleges in Damascus were interviewed, the results of which are reported on in this paper. The increasingly competitive English as a Foreign Language market in Damascus, Syria shows that the promotions element of marketing armoury is considered the least important amongst students in their selection of an EFL institute at which to study. Of much greater importance to students enrolled at private EFL institute in Damascus is the marketing mix elements of programme (the course itself), place (institute location and times of classes). The aspects of physical facilities (teaching and learning equipment, institute appearance and décor) and pricing issues (fees and payment terms) were also more highly rated than the people and promotions element of the marketing mix.

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