The one-day conference, held at the Etc. conference centre in Bishopsgate East London, featured an opening plenary by international marketing consultant Jacqueline Kassteen, who challenged English UK members to adopt the latest technology - including Virtual Reality (VR) - in order to market their schools more effectively to the current generation of students.
She emphasised that the X and Y generations expected instant information, and online visual techniques were the best way of providing a virtual experience of what their life would be like while studying at the school. Even the smallest language school was effectively changing students' lives by bringing them into the UK and current marketing techniques needed to address this. "Does our marketing speak to that or is it all about courses and accommodation?" she asked. "It's time to think what we're offering and what students need."
Other sessions throughout the day included a talk by StudentMarketing's Samuel Vetrak who argued that the ELT industry was entering a mature phase of the market and increased competition between schools would influence the marketing activities of institutions in the future.
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