 Good afternoon, ladies and gentlemen and congratulations on getting to this stage in the day and my name's Arthur McCune and I've been asked to talk about Marketing and the language of marketing about Managers and how it can help managers particularly in an English language environment and indeed beyond that how it can help Making well-informed decisions. So if I may I'm going to be taking this agenda I'm with respect to Hugh Diller who was here yesterday. I'm afraid I'm so well EFL trained that I'm going to present the Concepts I'm going to show you how it has worked in practice, and then I'm going to ask you to apply it My name is Arthur McCune and you'll find out more about me at Arthur McCune calm but briefly for those who don't know me my background is in English language teaching I worked in EFL for Now on 20 years as a teacher teacher trainer and center manager But for the last 20 years and I can see you doing the arithmetic I've been working in the teaching of business and management to native speakers And I do have an interest in the use of online resources of various sorts I worked as a teacher teacher trainer center manager in three different continents And I'm not going to do the geography bit, but Sweden Kuwait and then Libya I've done work for the Open University and I'm a great fan of online learning and distance learning But for the last 20 years I have taught native speaker managers at certificate Diploma bachelors and masters level in the University of Ulster people who work in private sector public sector or more recently in the community and voluntary sector I Do have an interest in Moodle and also in MOOCs But a quick bit of research who's heard of used a MOOC If you don't do anything else after this session with me today go and find out more about Massive open online courses, and you will probably find a good one on marketing I know they're there because I've looked at them. You'll also find them in other areas of management Well, I'll come back to that towards the end So this is the the input bit that some of the concepts marketing has to start with needs or wants and if you take a product like Trivabellas and the clockwork radio that has changed lives in parts of the world There's a real need or a want for it But he got the idea from simply watching a television program and he had a nah-ha moment He realized that you didn't need batteries to be able to provide Radio and news to people there are other products like doggles doggles.com Question I don't have time for questions, but a quick one. Where do you think they're and I use the word? Advisely, where do you think they're headquartered? Sorry Not in barking. It's not San Francisco when you're writing the Harley Davidson with the hound on the back if you're fashion conscious You will spend $20 getting is there a real need for them perhaps as a fashion statement yes, but not they're not life-changing in the way that Perhaps the clockwork radio is and then there's things like the dog wash and You might run a petrol station. I believe there's one somewhere in Dublin like Bali mum Anybody seen a dog wash? Whereabouts is it? Yes, if I ran a petrol station, I might have an idea Should I be putting something like that onto my petrol station and get more people coming not only to fill the Car but to wash the dog and this is where I might have an idea for it But can I test its feasibility and viability and that's where market research? We identify a need then we have to research the market and there are some tools and techniques that can be used Please take a few notes and look at these later. There's no exam at the end of my session There's not even a test but there may be things now that I mentioned that merit a little bit further inquiry First thing is you don't have to do it yourself. Perhaps somebody's already done it. There are sources of Secondary research But beyond that you may find that there are free executive summaries at a resource called keynote dot co dot UK Another one is mintel which is mintel dot ie which is a little bit more Irish But if you look at secondary research about the film industry for say 2011 how up-to-date would you say that is? Reason today is the day of the Oscars. It's something that's four years old Is it? Sorry It's not really as up-to-date. You would want something that was 2014 2015 it gets worse. What about the music industry for 2006? So you see you have to be sensitive in using this information, but beyond that there you may need primary research Now this is where questionnaires or a focus group or something like that can be relevant Things that you're probably doing any way when your students are leaving as exit interviews and so on if it's a theater It might be box office data It could be questionnaires or if it's a theater like the lurik and Belfast friends of the lurik Friends of the abbey that will give them you know information as they research the market Certainly look at keynote dot co dot UK The resources free to get the executive summary and while there isn't one on the English language teaching world per se There are some on things like training management development and so on Also survey monkey was mentioned this morning But this is a way where for free with the basic version you can design questionnaires and the like to hand out either electronically or on paper and if you want like brief 10 minute Videos on YouTube and similar. This is a guy used to be in our force general in America But now he teaches leadership and management. His name is William Cohen and there are little lecture Ritz about for example in this case market research for small and medium-sized businesses So you identify a need you then test the viability and feasibility By doing some market research and if the vibes are good Then you move into the sunny uplands of decisions to be made around what we call the marketing mix And if you've studied management or marketing, you'll I'm sure have come across a number of Pays There's the product the price the promotion and the place and these are things where you have to make decisions What price are we going to check what exactly are we offering and what benefit will people get from the product or the service? How are we going to set a price for it? How are we going to promote it and tell people about it? How are we going to get it to them? Indeed within a language school environment. You probably have to think about an additional three Pays you have to think about the people the people who are involved in the student journey as they come through Your hands the various operational processes involved and then the facilities the premises all that sort of thing these provide an Opportunity for the senior management team to have a certain amount of Discussion and debate as they move towards making decisions that can then be fed into the marketing plan If you want one book on this subject area, you'll probably come across a guy called Philip Cutler the guru of marketing his books are American, but they have nevertheless set, you know the Groundwork for a lot of the approaches adopted in the academic study of marketing and he puts together the plan the headings for a plan You have to introduce the context in which the plan operates and then say something about things that were talked about yesterday by Fiona Steep analysis SWAT analysis who are your stakeholders you also have to think about the customers and your comp Have you got any competitors? How are they doing? What are they doing that's perhaps similar or analogous to yourself? And then your usp. What's so special about you your unique selling point? You then have to spell out the decisions you've made about the product or service to be offered and how you're going to price it promote it and get it to people and I would strongly commend to my own students the idea that they put this into a Gantt chart or activity plan for recommendations So that's the presentation stage. How does this work in practice? And I want to give you an example called the Belfast program And I came across an opportunity recently to build English language For a successful transition. It's very good. It's important to get a good name, right? You're happy with that one. I can see Bray is happy The Horn of Africa people's aid Northern Ireland 700 people they need an English language program to help them make that transition into citizenship They're from Djibouti and Eritrea Ethiopia Somalia they are people who have often had a very disrupted Educational experience and in some cases may not be literate in Arabic let alone aspiring to learn English and in the work I've been able to do it's been helping them to prepare for a beginner course the aha moment for this My equivalent of the Trevor Bayless moment came in Easton's and Dublin where I saw Murphy's heaped high. Have you been in the basement? I'm didn't this is not Photoshop. This is a real picture Elementary intermediate upper intermediate advanced and I was aware that there's not just Murphy with English grammar and use But there's migrants who would be using other self-study material by Raymond McCarthy and Felicity Hotel Not for grammar but for vocabulary and I was aware that sometimes these people who don't have a lot of money They're meeting up using self-study material. They've been to www.meatup.com They could go salsa dancing or cooking, but what they're doing is meeting to improve their English with other nationalities We've also started to put some of it into a moodle environment for self-access and there's a MOOC So you've had the four and then the seven P's of marketing there. You've got the seven M's Oh, no, there's one more McEwen, yes But if you put all of those together you can then start to put it into a very simple, but very robust Model, what's the product? How are we going to price it or fund it promote it get it to people? And I'm more or less out of time So all I can say is that is how we've populated it The promotion with local priests I will talk about afterwards. His name is Father Raffle that high from Kevin He knows everyone Online peer support is important It's low touch. It's done in Ulster. It can be done elsewhere. It's adults. There are competitors We have got a prototype coming together We're refining it and then there's the opportunities to transfer it elsewhere I finished with one last Observation and I'm looking at Peter here because I think I'm at negative time now, but you can interestingly apply the same eight boxes to your own continuing professional development Now I haven't got a slide for that one But I think in the light of what people have been talking about over the last couple of days What is it that you've got to offer as a product your skills your qualifications your experience your networks How you you know? What's a decent wage or salary for what you could expect to get for that set of skills Qualifications and so on are you doing as much as you could or should be doing to make use of social media to let the world Know about you and promote yourself You know, where are you prepared to work? There's opportunities face-to-face but also online and then who are your Customers competitors. What's so special about you? I'm worried you're going to do about it So with respect to Hugh Diller yesterday and with thanks to Fiona for covering off some of the things that I have mentioned today I hope I've given you an idea of how the language of marketing isn't that mystical An awful lot of it is just common sense in a structured way that can bring benefit to you your Organization and indeed the sector within which you work. Thank you for your attention Which is Student our teachers mostly are delivering a product that's been marketed. That's been so so How much do we need to know about I Think it could be useful to know, you know, what were the decisions? That led to a particular student turning up on a class Why did they prefer perhaps to come to your school rather than to one of your competitors? Or why did they come to Dublin rather than to Brighton or Bournemouth or beyond, you know So just even you know as a way of getting into, you know, how did they hear about it? How was the program promoted, you know, it's a bit different than just, you know, maybe the normal First lesson chat about interviewing it gives a little bit of a semi-structured approach to that Yes When they bought this yeah, but it is something which just gives you simple But sufficient analytical tools then to make some decisions about should we be putting our prices upward putting our prices down? Promoting in different ways Thank you