Motivating teachers & students

by futureproofing your school

Michael Carrier

Highdale Learning

ELTForum 2018, Bratislava

“Innovation distinguishes between

a leader and a follower” Steve Jobs

Outline1 – Futureproofing: what/why/how?

2 – Reasons to be cheerful

3 –Trends in language education

4 – Reasons to be worried

5 – Innovation:

• Building competitive advantage

• Innovation: theories and models

• Building innovation skills – activities

6 - Innovation in Value Proposition:

• Offer

• New markets, new niches

• Diversification

• Technology

2

• Add right to exist & Value-prop

• Longer Digital backend

• Zagreb + euk

1 – Future-

proofing

Futureproofing means…

• adapting to changes in the world, to protect

the future of your institution (LTO)

• identifying, analysing, and continually striving

to understand your learners/customers and

what they really want

• being open to radical and disruptive change if

necessary

• being ready to abandon orthodox ways of

thinking and teaching

• innovating to create new ways of fun,

excitement, and delight in your learners

• focusing on the learner/customer experience,

rather than just the methodology

• focusing on relevance to learners’ goals and

success in *their* terms

2 - Reasons to

be cheerful

• 1500+ million learners of

English globally

• ca. 0.5 million come to UK

for English each year.

• “More than 1m students

from 175 countries study

in the USA, 100,000 on

ELT programs”

• ca.15m teachers of

English globally

Demand still high & relevant

Relevance:

• Increased income

• Increase job opportunities

• Global knowledge access

• Global research engagement

3 - Policy

trends

Language policy –

ministry targets/standards

Learners:

• Reaching min. B1 at 18

• Reaching min. B2 at BA graduation

Teachers:

• Entering teacher training with min. B2 level

• Leaving teacher training with min. C1 level

Society:

• A bilingual workforce who can compete

internationally

• Globally-oriented, multilingual citizens

who gain access to the world’s knowledge,

employment and business opportunities

Challenges in some state schools

• Classes of 40-50

• Insufficient class hours - eg 2-3 x 40mins

• Lack of English exposure outside school

• Multiple choice exams

• Low learner outcomes at 18

• Low student BA graduation levels

• Students unprepared for post-grad study

• Graduates unprepared for international

company work

• Over-theoretical PRESETT

• Teacher language proficiency

• Lecturers/professors unprepared for EMI

• Teachers underpaid

• Teachers demotivated and overstretched

6

CEFR levels First language (Skills averaged)

0%

20%

40%

60%

80%

100%

UK-

ENG

(FR)

FR

(EN)

BE nl

(FR)

PL

(EN)

ES

(EN)

PT

(EN)

BE fr

(EN)

BG

(EN)

BE

de

(FR)

EL

(EN)

HR

(EN)

SI

(EN)

EE

(EN)

NL

(EN)

MT

(EN)

SE

(EN)

Pe

rce

nta

ge B2

B1

A2

A1

Pre-A1

0%

20%

40%

60%

80%

100%

SurveyLang: EU Survey on Language Competences

4 - Reasons to

be worried

about ELT

Factors :

• Changing landscape

• Competitive pressure on pricing

• Reducing enrolments

• Homogeneity / commodification

• Price pressure on quality / commitment /

facilities

• Poor traffic patterns affect behaviour

• Pedagogical philosophies (methods,

content, activities) affect motivation

• Face-to-face replacement technology

Does your school

have a right to exist?

CommodificationSchool Teachers C/book Accred. Exam

prep

USP??

School1 CELTA English File EAQUALS Camb/

Trinity

20% cheaper/avg.

School2 CELTA Cutting

Edge

British

Council

Camb/

Trinity

Large gardens

School3 CELTA Cutting

Edge

BC/

EAQUALS

Camb/

Trinity

Central location

School4 CELTA English File BC/IH/

EAQUALS

Camb/

Trinity

Elearning app

School5 CELTA Cutting

Edge

ISI/BC Camb/

Trinity

Tablet class-set

School6 CELTA English File ISI/

EAQUALS

Camb/

Trinity

Indiv.service agent

5 - Strategy & Competitive Advantage

Strategic models

Competitive advantage:

Porter’s 5 forces in ELT context

Competitive advantage

Quality

Innovation

Technology

Teacher development

Innovation in Value Proposition

• In teaching

• In learning

• In service levels

• In customer

experience

• In particular course

types

6 - New

competition

Local Intensive Courses

New Locations

Alternative learning modes

14

Apps:

• Babbel

• Duolingo

Translation

Apps:

• Google

Translate

• Skype

AppleWatch

Online tutoring

15

• YouTube tutors

• Verbalplanet

• Learn with Lucy

7 - Disrupt yourself

Disruptive innovation:

• Kodak’s film business died

• The DVD rental business died

• Travel agents dying

• Insurance brokers dying

• The CD business is dying

• The newspaper revenue model is

dying

• Terrestrial TV is under threat

• The textbook business may be the

next to collapse

Disruption in ELT

Consumer Industry disruption ELT disruption approaches

Disrupt from the bottom of the

market (Intel Celeron, Babbel)

Reduce prices for certain ‘basic’

courses (eg larger classes)

Disintermediate - make users do the

work (Expedia, PayPal, Spotify,

Duolingo)

Offer your own app with fewer class-

taught hours, making it cheaper to run

Move from Commodity to Experience

(Starbucks, Netflix)

Offer premium courses with free

coffee & snacks, smaller classes, free

apps, social events, hangout space,

sofas, charging points

Emotional branding

(Apple, Prius, Whole Foods, Dyson,

Gucci)

Develop your brand into local ‘luxury’

brand – offer new experiences,

special offers & events to get

‘Mindshare’ in local area; add ‘Online

Personal Tutor’

8 - Innovation:

offer new

products &

services

What we can change

• Course product – getting them enthused

• Course types – providing what learners want

• Customer service – delighting customers

• Pre-experience & Post-experience offer

• Learning experience – build measurable

success

• Learning outcome – what they can do

afterwards

• Classroom design & Technology use

• Teacher training – skills

• Learning reward – certification, exam, prize-

giving video

• Maintenance – making a customer for life

What employers want“6 useful skills every employer will be looking for on

résumés in 2018:

• Project Management

• Excel

• Email marketing

• Google Analytics

• Web development

• Public speaking & presentation skills”

19

Jobs that didn’t exist 5

years ago:

• UX manager

• SEO specialist

• Social media manager

• Content marketer

• App designer

• Online advertising manager

• Cloud services specialist

• Chief Listening Officer

• Sustainability manager

• Vlogger

• Digital risk officer

• 3D printer engineer

• Digital inclusion officer

Diversification

Internal

• Design new courses & services

• Move from product to experience

External

• Provide remote & online services

Left field

• Sell consultancy to ministries

• Add Culture, leadership

Disrupt yourself:

• ‘premium brand’ development

• ‘value brand’ development

Challenge internal assumptions:

• Levels/hours/methods/materials

20

‘’Recently clients do not request

‘normal’ English lessons only’’

Study Travel Jan 2017

SachsenAnhalt ‘sandwich’:

New value propositions…

• New learning models:

– CLIL

– Personalisation

– Learner autonomy

– Out-of-class offer

• English for work and mobility:

– Business/Workplace English

– ESP & TVET

– EMI & EAP

• English Plus...

– Marketing

– IT

– Mandarin

• Lateral Diversification:

– vocational English

– professional qualifications

– business content

– inter-cultural training

– English for migrants

– Family courses, 40+

• Geo-diversification:

Teaching at a distance

– Telepresence lessons

– VOIP tutoring

– Mobile apps

– Distance & blended learning

ReflectionIn what area of the

VALUE PROPOSITION

(the Offer) would you like

to innovate in your

institution?

• Product

• Service

• Market

• Process

Innovation:

Capacity-

building

The ELT value chain

Innovation in teaching &

learning

Innovation in Learning & Teaching

Curriculum

Classroom design

Learning materials

Assessment

Pedagogy

Technology integration

New curriculum & course design

• Language content

• Thematic/cultural content

• Levels

• Sequence

• Mapping to online resources

• Coursebook agnostic

• Mapping to assessment

• Personalisation

• Adaptivity

25

New classroom design

26

New pedagogyPrinciples

• Approaches to assessment & short-term progression

• Approaches to structure, intensity of course, learning

load (age-dependent)

Course design

• Curriculum content needs to be student-centred and related to their real

needs – more learner autonomy

• More emphasis on spoken output than skills development

• More time on task, through out-of-class digital learning and activity learning

• Increased emphasis on Pronunciation and ‘Accent Reduction’

Materials

• Need to be more easily tailored to student(s)

• More local material (A3 units)

• Offer Anglosphere-specific contexts

27

New pedagogical models:

In-class vs. Out-of-class

Before Class In Class After Class

Activities:• Writing

• Comprehension

questions

• Online workbook

• Practise vocab with

Apps

• Formative

assessment

Activities:• Reading & Listening

activities

• Study text

• Learn vocab online

• Grammar in Use

activity with Apps

Activities:• Speaking activities

• Pairwork

• Concept questions

• Communication

activities, games

storytelling

• Mentoring

Beyond the Classroom: curated content

New teacher development

There are a lot of opportunities for self-improvement but…

• Very few DELTAs/Diplomas/MAs are taken

• Large step from Certificate to Diploma

• Lack of international structure

• Lack of international recognition

• Lack of reward for development

Use CPD Framework approach to offer staff

• the best pre-service teacher training

• the best teacher development opportunities

• Excellent resources/support systems for teachers

• chance to learn wide range of specialised skills

• use of new channels of delivery eg Online Teacher Dev.

• rewards for improvement

British Council:

CiSELT, CiPELT

Cambridge English:

CELT-P, CELT-S

ICC:

EUROLTA

Less urgent:

MA, CELTA, DELTA, TKT

New materials & content

• Textbooks – more locally

specific? Too many global

topics?

• Materials & content should

reflect anticipated use of the

language

• Propose a survey on cultural

context preferences

• Question ‘cultural neutrality’

• Students are global in outlook

but locally focused for this

course31

A3 printer:

auto-duplex,

colour, A3

fold to A4

New Intercultural

awareness

Individual-oriented culture

• Personal goals valued over group

goals

• Values autonomy

• Few obligations to others

• Confrontation acceptable

Group-oriented culture

• Group goals valued over personal

goals

• Values inter-dependence

• Many obligations to others

• Harmony expected

Offer:

• Class content on interculture

• Activities comparing C1 (student’s

home culture) vs C2 (UK or US culture)

• Tandem programmes in school city with

L2 speakers

• Teacher CPD in Intercultural literacies

G.Hofstede

Innovation In customer experience

Change the experience

• Personalise student experience

• Choice of intensity & speed

• Reduce F2F lessons & travel commitment

• Delight customers through extra services

• Make school a language community – invite

others

• Before booking

• After bookingBefore

• On arrival for course

• During the courseDuring

• At the end of the course

• After the courseAfter

Delighting your customers

Before they start:

• 360 immersion of school & classroom

• Video of school & teachers

• ‘MySchool’ online space

• Learning plans & syllabus

for parents/sponsors/learners

• Pre-start study page on website: re-

activate passive knowledge

• Demonstrate Value Proposition

During the course:

• Personalised learning plans

• IWB, handheld, BYOD, Kindle effect

• Teachers’ materials & video bank (like

Khan Academy)

• Social nexus – eg Events app

partnered with local Tourist Board (for

international contact)

After the course:

• Language Maintenance

• Alumni newsletter

• Alumni community

• Alumni discounts

• Alumni get-togethers

• Alumni = WOM x NPS

At the end of the course:

• Rigorous measurement of progress

• International certification of level

• Graduation ceremony with certificate,

photos, video, & live stream on

Periscope for parents to watch

Vox Pop Cashless service

Missed a lesson….?

Digitally enhanced experience

Periscope

Is your school a CD or a concert?

Emphasise Learner Experience

• Is your course a product or a service or a

personal experience?

• Can the learner influence, modify, adapt,

affect, change the experience to suit their

needs, wishes, desires?

• Are you like RyanAir or Jules Verne

tailormade holidays in flexibility?

• Are you EasyJet or Emirates in service

levels?

36

Innovation in technology

Innovate in Classroom setup

• State of the art digital

• Networked to out-of-class

learning

• Transparent to

parents/employers

• Video-based:

Panopto; Periscope;

Kinect

• Aligned with market

expectations

• Gamification options

• Augmented reality

Handheld & 1:1 learning

Go to: www.menti.com

Enter the code: wait!

Voting/PRS

https://www.mentimeter.com/s/0a86dc05b62bd39acc2b0528dac328e4/6a77826eace6

Go to: www.menti.com

Enter the code: 583374

Innovate with Augmented Reality

• Video

inputs with AR text overlays: cf apps.

• Dialogues

video of realistic exchanges (eg tourism

situations & Google Expeditions)

• Channels:

AR resources to make language

content more immediate and exciting:

• Oculus Rift

• Microsoft Kinect

• Google Cardboard headsets

• 360 degree camera

Speech-enabled translation

Speech-

enabled

technology

Alexa: Echo Dot

Writeandimprove.com

What’s your future?

44

Infrastructure Changes in classroom design?

Sofas & barista?

Customers New student types?

New age groups?

Product New course types?

Online products? Study Abroad?

New specialisations?

Technology Digital class? BYOD?

Design own apps?

Speech recognition built-in?

Teachers New training?

Different skillset?

Services Remote teaching?

Online courses & testing?

Radical ideas? ???

Thank you!Contacts:

email:

michael@highdale.org

PDF:

http://www.michaelcarrier.com

References:

http://www.icc-languages.eu

http://bit.ly/2jYYXPu

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