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Eaton, Sarah Elaine - Marketing of Revenue-Generating ESL Programs at the University of Calgary- a Qualitative Study

Eaton, Sarah Elaine - Marketing of Revenue-Generating ESL Programs at the University of Calgary- a Qualitative Study

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Sarah Elaine Eaton, Ph.D. thesis, University of Calgary, 2009 - Marketing of Revenue-Generating ESL Programs at the University of Calgary- a Qualitative Study

Sarah Elaine Eaton, Ph.D. thesis, University of Calgary, 2009 - Marketing of Revenue-Generating ESL Programs at the University of Calgary- a Qualitative Study

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Published by: Dr. Sarah Elaine Eaton on Feb 10, 2013
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09/17/2013

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 UNIVERSITY OF CALGARYMarketing of Revenue-generating ESL Programs at the University of Calgary:A qualitative study bySarah Elaine EatonA THESISSUBMITTED TO THE FACULTY OF GRADUATE STUDIESIN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THEDEGREE OF DOCTOR OF PHILOSOPHYGRADUATE DIVISION OF EDUCATIONAL RESEARCHCALGARY, ALBERTAAPRIL 2009© Sarah Elaine Eaton 2009
 
iiUNIVERSITY OF CALGARYFACULTY OF GRADUATE STUDIESThe undersigned certify that they have read, and recommend to the Faculty of GraduateStudies for acceptance, a thesis entitled "Marketing of Revenue-generating ESLPrograms at the University of Calgary: A qualitative study" submitted by Sarah ElaineEaton, Doctor of Philosophy.
Supervisor, Dr. John Timothy Goddard Co-Supervisor, Dr. Ann Sherman Dr. Lynn Bosetti,Graduate Division of Educational Research Dr. Richard Heyman,Graduate Division of Educational Research Dr. John Graham, Faculty of Social Work  External Examiner, Dr. Frank Peters Faculty of Education, University of Alberta Date
 
iii
Abstract
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 collectedthrough interviews with three managers of distinct English as a Second Language (ESL)Programs at the University of Calgary. Interview questions addressed the topics of manager qualifications and experience, how managers promoted their programs and whatthe concept of marketing meant to them. The study used constructivist theory as itsframework. It was also influenced by concepts found in appreciative inquiry.In the findings section of this study, recommendations are made for how to improve themarketing and general administration of English as a Second Language programs atuniversities. In addition, a section is dedicated to how marketing may be understoodwithin the context of revenue-generating language programs.

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