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The 21st Century Language Trainer The Future of Private Sector Foreign Language Training in Poland Steve Jones
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Steve Jones IATEFL WARSAW 2011

Jul 04, 2015

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Steve Jones from Distinction Language Centre in Gdańsk talks about the future of the private language schools sector.
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Page 1: Steve Jones IATEFL WARSAW 2011

The 21st Century Language Trainer

The Future of Private Sector Foreign Language Training in Poland

Steve Jones

Page 2: Steve Jones IATEFL WARSAW 2011
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Who am I?

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September

1994

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“While looking towards the future, bear in mind both what

will change and what will remain the same”

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Product Life-Cycle

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1989 2010

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1989 2010

1994 - I arrived in Poland

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1989 2010

1999 - I opened a language school

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1989 2010

2009 - Everyone has opened a language school

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What happened?

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The party’s packed and the beer’s running out!

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• Better (more) state education

• Declining interest in exam courses

• A faster world with more technology

• Financial worries

Other Factors

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A brief technological history of EFL in Poland

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1994

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2000

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2007

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Tools of the trade

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The resources of the 21st Century Language Trainer

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Remember the party?

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How to be different?

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Differentiation

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Terminology

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Teacher or Trainer?

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Teacher

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Trainer

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Remember the party?

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How (not) to compete?

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8 x 45 = 16 zl per 90 minute class

5 in a group = 80 zl income per 90 minute

class

RENT?SALARIES?

HUH?

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How to be different?

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The road ahead

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2 aspects

• What changes

• What remains the same

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Change driven by technology

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e-learning

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kype

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Multi-media bonanzas

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How Groupon works

• Discount a minimum of 50%

• Groupon takes 50% of the remaining 50%

• The service provider takes 50% too (=25% of the original price of the product)

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The service provider gets 1,5 zl per student per 45 minute class

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Remember the party?

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How to be different?

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“Price is the last bastion of the mediocre

and the desperate”

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What stays the same?

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Universal truths

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here we go ...

• Poles need to learn foreign languages

• People learn languages in order to SPEAK

• Ability in a foreign language improves career options and enhances life quality

• Humans enjoy interacting with other humans

• Language learners like a competent and personable trainer to guide them

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Universal Truths

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Universal Truths

Laptops Wi-Fi

ProjectorsInternet

Authentic YouTube

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The 21st Century Language Trainer will...

• Be a trainer

• Help learners develop practical communication skills

• Interact with learners face to face

• Be competent with a little “je ne sais quoi”

• Use elements of technology

• Be less focused on course books and more interested in authentic material

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But where will we work?

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Big players?

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How to be different?

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Specialization?

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Franchising?

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Product

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INNOVATION