Marketing of revenue-generating ESL programs at the University of Calgary: A qualitative study

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 document collection and interviews with three managers of distinct English as a Second Language (ESL) Programs at one Western Canadian university. Interview questions addressed the topics of manager qualifications and experience, how managers promoted their programs and what the concept of marketing meant to them. The study used constructivist theory as its framework.In the findings section of this study, recommendations are made for how to improve the marketing and general administration of English as a Second Language programs at universities. In addition, a section is dedicated to how marketing may be understood within the context of revenue-generating language programs.