motivating teachers & students by futureproofing your...
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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:
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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