| Case Study Of A Japanese Learner
Darren Elliott (MA ELT, DELTA)
APPENDIX B
Appendix B - Assignment Draft and Corrections
Rationale
In 2002, the board of education in the Adachi-ward introduced
the system whereby students can choose to go to any school
in the Adachi-ward. That is, it enabled customers to choose
the school they wanted. However my school could not welcome
the number of students we had expected. Although there seem
many elements, one of the biggest factors is the result of
the achievement test. Therefore I have presented some proposals
in the report in order to improve the results. However to
do that, the first thing all the staff have to consider is
how enthusiastic and dedicated staff can be towards students
in terms of both teaching (subjects) and educating (discipline)
students. White (1991: 9) asserts that the successful creation
and maintenance of team spirit is vital, and it is a mark
of successful organisation. What all the teachers should understand
is the need to provide our students with a consistently high
standard of education. In addition good service must be needed
for parents.
1. Models used to analyse the present situation
As I stated in the report, although our school expects to
welcome around 100 new students almost every year, last year
our school admitted only 68 new students. The main reason
for this appears to be the result of the achievement test.
Even though the students living around here have similar
ability, the results of last year's test indicate that
our school was ranked 33rd out of 39 secondary high schools
(SHS) in the Adachi-ward. Why is this so? Our nearby rival
school, the seventh SHS was ranked 16th and the fifth SHS
22nd even though the students came from the same primary schools.
1-1 SWOT analysis with internal / external audit
Nigel (1989: 6) states "Strength and weakness would
be recognised and valued by the parents with whom our school
is concerned."
To run a school adequately it is essential to have research
in the form of audit every year. After 2002, all the state
school in the Adachi-ward became obligated to have research
using questionnaire and so on. Schools should be evaluated
not only from the internal but from the external inspection.
McGowan states (1996: 5) that there are internal and external
audits to be done in the institution. The internal audit consists
of 2 parts: a. statistics and b. evaluation. On the evaluation
side, she claims that students and teachers comments need
to be evaluated in relation to the 4Ps (product, price, place
and promotion), but more importantly, she adds p and s: People
(staff) and service are highly important.
Adcock (2001: 192) has expressed a similar view. He states
that the role of the people who are responsible for the deliver
of the service is apparently vital. Especially education is
categorised into service products, which are considered to
be pure services, or major service components, directly offered
to customers. (Adcock 2001: 185)
In my school's case, our main product is to educate
students and live up to parents' expectations as well.
In Japan, most parents hope to send children to a cram school,
however some houses cannot afford to do so. Such parents seem
to search for a secondary high school which has enthusiastic
teachers and free lessons. Although some teachers are not
so cooperative (weakness), one of the strengths at our school
is dedicated staff. They are seriously seeking for the best
way to recruit more students, also the principal has a great
initiative, too (strengths). Therefore my proposal is sure
to work well.
2. Principles underlying my proposals – why my goals
are SMART
Framework for marketing
Our school catchment area is large since students can come
from the whole of the Adachi-ward. In addition all are public
schools, so it is quite hard to differentiate from others.
However with increased competition and the growing parents'
expectations, our school's change is of necessity and
more challenges to be met can be thought of. McGowan (1996:
3) defines marketing as follows:
"Marketing is the management process responsible for anticipating,
identifying, and customer demands profitably."
That is, our school needs to find out what the customer
wants, anticipating what they want in the future, and making
sure they get what they want. Also she states that a marketing
approach is like the way"What do you want and can we provide
it?"(McGowan 1996: 6).
Marketing differs from selling because the marketing-oriented
company will first find out what the needs of the market are.
(White 1991: 200)
According McGowan, there is only one customer in a school:
the student. However in Japan the final decisions of which
school parents want their children to go to may be done by
parents. As a result, our school needs to take parents' thoughts
into consideration. First and foremost, what parents want
is to have students attain academic ability for sure.
To recruit more students McGowan asserts that the followings
are highly important. (1996: 3)
1. How can you attract more students?
2. How can you keep customers satisfied?
3. How can you develop new markets?
4. How can you create a competitive advantage?
To cover these factors, it seems useful to look at the unique
selling points (USP) of the institution (McGowan 1996: 4).
She points out that to monitor the USPs often turns out to
be an interesting exercise since it forces the staff to consider
what the school has that no other school has.
In my school case, my proposal Free Saturday classes has
never done in the Adachi-ward. This can be our school's USP
and also be enough not only to attract parents' attention
but to keep parents satisfied. White states that leading the
market is preferable to following in the footsteps of others
(1991: 208) and it is normally better to lead than follow
(1991: 231).
How to promote our school: Marketing plan
To promote our school unfortunately our school cannot spend
school budget on advertisement and promotion (weakness). Therefore
I believe that the best form of advertise is personal recommendation,
that is, "word-of-mouth". (Impey 1994: 32, White 1991: 218)
In addition White asserts that a market-oriented school will
recruit more students with new, improved or extended services.
(1991: 218) In order to do this, good customer service is
definitely needed since it leads to the success of word of
mouth from satisfied customers. (Schmitt 2005: 3) More importantly
this way of promotion weighs lightly on the school budget,
therefore it can cover weakness of my school. McGowan affirms
that nothing is going to work unless the reliability of the
teaching and the service from staff reach the students' expectations
when they are at school. (1996: 6) White states that a school
may define its services as everything that gives a direct
impact or makes an impression on the customer. (1991: 210)
Customer relationship marketing
My school is more than 50 years. For such long time, my
school has had its roots in my school area. Consequently a
service provider (teaching staff) needs to keep good relationships
with customers (parents) in the long run since most parents
live in the school catchment area.
This means of marketing is called "customer relationship
marketing", which requires as follows: focus on customer retention,
long time scale, high customer service emphasis, high customer
contact and lastly high customer commitment. (Payne 1993:32)
Schmitt (2005: 4) states that an important feature of customer
service in an overall marketing plan is its role in internal
marketing. Payne (1993: 33) states that for customer keeping,
emphasis on developing and enhancing relationships should
be put on customer, client, supporter and advocate, four of
which are called the royal ladder. Schmitt (2005: 4) asserts
that an institution's providing existing students with reliable
and quality service can push customers up the royal ladder.
The flip side of this depends on good internal marketing to
staff through training, development and increased motivation.
(Schmitt 2005: 4)
Before 2002 staff of secondary high schools in Tokyo did not
have to promote institutions just because they are state schools.
Therefore some teachers still think that school promotion
is not of necessity (weakness). However those who are concerned
with education are required to be dedicated to students and
are expected to meet the students' (customers') expectations.
3. Evaluation of the success of this marketing plan.
My proposal for the marketing plan is threefold.
1. Introduce free Saturday morning lessons for the licensing
tests
2. Establish an on line counselling system for students (parents)
3. Visiting primary schools for introducing our club activities
and strong club activities
First and foremost, something these three proposals have in
common is that they cannot be accomplished without teachers'
enthusiasm and volunteer spirit. Therefore whether my plan
will be successful or not depends greatly on teachers' service.
Proposal 1:
Some inner-city schools have private study hours with a
homeroom teacher before regular class starts at 7:20. I want
to follow this precedent.
Thinking about the reward for giving lessons on Saturday,
no rewards can be thought of except a paid holiday.
"State schools have no control over decisions about funding"
(Morrison 1998: 8)
Our state school cannot take tuition fees from parents.
As this example shows, Japanese state schools greatly rely
on teachers' commitment and willingness to volunteer. For
example, most teachers run a club activity, but even though
they teach students on weekends, no rewards are normally paid.
It is thought that giving lessons by turns, teachers' burden
will be reduced.
Proposal 2:
I began this system three years ago. At first I thought
students would talk to me about their troubles, but unexpectedly
it was parents who came to me for counselling, which helped
me build close relationships and it was well-received. I hear
that some private schools have this type of system. Explaining
to other teachers how this system functions effectively makes
this proposal realistic.
Proposal 3:
In the Adachi-ward, four schools out of the 39 have a good
reputation for strong sports club activity, which leads to
the recruitment of more students. Pardey states that sporting
success in school competitions is considered to be an important
indicator of institutional effectiveness. (1991: 33) It has
a long-term impact on the success of the school in recruiting
an adequate number of students.
Conclusion
White states that for good marketing, running throughout
the whole organisation in offering the customer dedicated
service as well as good-quality services is essential. (White
1991: 200) What is more, all employees both understand and
practise an approach that is oriented towards the client.
(White 1991: 200) However if some staff disagree with my proposal,
all we can do is discussion and better communication throughout
the institution.
In addition some parents, in reality, have no concerns about
education, however as 80/20 rule (Have 2003: 64) goes (this
rule is true of education), 20 percent of parents are so cooperative
that, I believe, they will be willing to help us with my proposals
if our school needs help for our marketing plan.
(Word count 1618)
Bibliography
Adcock, D., Bradfield, R., Halborg, A. and Ross, C. (2001).
Marketing: Principles and practice. 4th ed. (London) (Pitman
Publishing)
Impey,G., (1994). The ELT Manager's Handbook (Oxford)(Heinemann)
Have, S., et al., (2003). Key management models (Hemel Hempstead
UK)(Prentice Hall)
McDonald, M. (1995). Marketing plans: How to prepare them;
how to use them. 3rd ed. (Oxford) (Butterworth Heinemann)
McGowan, A., (1996) "The role of marketing in ELT"Marketing
in ELT issue 20 April
Morrion, K., (1998) Management Theories for Educational Change
(Paul Chapman Publishing)
Payne, A. (1993). The essence of services marketing. (Hemel
Hempstead, UK)(Prentice Hall)
Pardey, D., (1991). Marketing for schools (London)(Kogan Page)
Schmitt, D., (2005). Management in ELT handout week 7 22nd
November (UK) (Nottingham Trent University)
White, R., et al (1991). Management in English Language Teaching
(UK)(Cambridge University Press)
Marketing: How to recruit students
1 A brief introduction about the situation of junior high
school in Japan
1 A brief introduction to the junior high school system
in Japan
Japanese culture and the current situation of junior high
school in Japan
Location of the school and education in Tokyo.
My position
At the year of 2002, the board of education in Adachi-ward
introduced the system which students can choose any school
from Adachi-ward.
In 2002, the board of education in Adachi-ward introduced
the system whereby students can choose to go to any school
in the Adachi-ward.
Because of that, all schools are forced to compete each
other to be more distinctive, also to be more outstanding
than other schools.
Because of that, all schools are forced to compete with
each other. Therefore they try to be distinctive, and to get
better results than other schools. Schools are marked by the
results.
In the 1990s, it was highly criticized that the entrance
exam for high school had been so fierce that achievement tests
should abolish and stopped ranking junior high schools.
In the 1990s, the entrance exam for high school was highly
criticized because competition was so fierce. Therefore it
was decided that achievement tests should be abolished and
secondary high schools should not be ranked.
However in introducing the free-choice system of junior high
school, the test revived again at the year of 2002.
However the test was revived again in 2002 so that parents
can make use of the test data of the test.
In addition, most schools seem to struggle to be more distinctive,
because all of them are established by the local board of
education and are difficult to be more distinctive except
education data or the prominent club activities.
In addition most schools seem to struggle to be distinctive,
because all of them are controlled by the local board of education
so to be noticed they can only use education data or offer
a wide range of club activities.
Therefore most schools tend to be eager to identify the
number of students of how many students entered the top ten
high schools.
Therefore most schools in Tokyo are eager to be identified
as one of the top ten secondary high schools.
My report should be presented to the colleague teachers,
and I am in charge of the department of the recruitment of
students.
My report is to be presented to colleagues, and I am in
charge of the department responsible for the recruitment of
students.
The aim of this report is to tell them my proposals of how
to recruit more students.
The aim of this report is to tell them about my proposals
of how to recruit more students.
I set the final goal to raise the number of the students
30 percent more than this year.
My aim is to raise the number of the students by 30 percent
next year.
Our school area is not so affluent, however most of their
parents want to give their children to have a good education.
Although our secondary school catchment area is not so affluent,
most of the parents want their children to have a good education.
Consequently about 90 percent of the students go to cram
schools after regular classes when they are the 3rd year.
Consequently about 90 percent of the students go to cram
schools after regular classes from the 3rd year.
The number of the students this year is approximately three
hundred.
The total number of students in our school this year is
approximately three hundred.
Our school welcomes around 100 new students almost every
year.
Our school expects to welcome around 100 new students almost
every year.
However last year our school had only 68 students.
However last year our school admitted only 68 new students
So to analyze this situation our school had a survey what
they think is important.
So to analyze this situation our school conducted a survey.
Around 20 percent of parents think that important is the
data such as how many students entered the top ten high school
or the results of the achievement test.
Around 20 percent of parents think that the data such as
how many students entered the top ten high schools or the
results of the achievement test was important.
As a matter of the fact, the achievement test last year
told us that our school was ranked 33rd out of 39 schools
in Adachi-ward. ??
As a matter of fact, the achievement test last year told
us that our school was ranked 33rd out of the 39 schools in
the Adachi-ward.
In addition on Saturday we don't have any classes at all,
but the survey done in 2005 answered that more than 40 percent
of the parents were keen to have classes on Saturdays too.
In addition on Saturday we do not have any classes at all,
but the survey done in 2005 showed that more than 40 percent
of parents were keen to have classes on Saturdays too.
Before my report, bear in mind that in Japan parents power
to children is still dominant.
Before reading my report, bear in mind that in Japan parents'
power over children is still dominant.
About 50 percent of decision will be made by parents. Therefore
I will state possible strategies from both parents' side and
students' side.
About 50 percent of decisions will be made by parents. Therefore
I will state possible strategies from both the parents' side
and the students' side.
Most parents are willing to have their children take these
tests, because if they pass them, they are qualified to write
on the resume in taking entrance exam.
Most parents are willing to have their children take these
tests, because if their children pass them, the results can
be recorded on the children's report in taking the entrance
exam.
Most parents are so keen about such a data that to have
students pass these tests as much as possible leads more recruitment.
Most parents are so keen to have such data and to have as
many students as possible leads to more recruitment.
Therefore I want to have a suggestion that on Saturdays
only in the morning teachers should give lessons in return.
However instead of coming to school and giving lessons, we
are guaranteed to have 3 hours paid holiday.
Therefore I suggest that on Saturday mornings teachers should
give lessons in return for additional paid holiday.
Also since Japanese, math, English teachers provide students
the preparation course for these licensing tests, I would
like other teachers to assist exam invigilation.
Also since Japanese, math and English teachers prepare students
for these licensing tests, I would like other teachers to
assist with exam invigilation.
What I want our school to be is the one which can provide
enough lessons for students to understand fully and to satisfy
them without having students go to cram school.
What I want our school to be is the one to provide enough
lessons for students so they will not need to go to cram school.
Most parents of our school have their jobs, accordingly
our school is strongly hoped to be the place where students
can study even during long holidays.
Most of the parents of students at our school have jobs,
accordingly parents will appreciate it if our school is a
place where students can study even during long holidays.
The 3rd year students especially need to have summer course
study, but not only for the students who cannot attain the
standard of the term end test but also for the students who
hope extra lessons, extra FREE lessons should be provided.
The 3rd year students especially need to study in the summer,
but extra FREE lessons should not only be not only for the
students who did not attain a high enough standard in the
end of term test but also for students who would like to spend
more time in school.?The number of students in a class is
maximum 40.
The maximum number of students in a class is 40.
In consequently even though students have questions during
classes, the actual situation is that they have difficulty
asking teachers.
Consequently even though students may have questions during
classes, the actual situation is that they have difficulty
asking teachers.
Therefore, I want to have a proposal that two teachers should
stay in a library in return to answer their questions.
Therefore, I want to propose that two teachers stay in the
library to be available to answer their questions.
Also this system might work for students to ask their trouble
in their mind.
Also this system might work for students with problems on
their minds.
As students get older and entrance exam is coming near,
they might feel worried about their course after graduation.
As students get older and the entrance exam approaches,
they might feel worried about their course after graduation.
Most of them do not seem to know how to study for entrance
exam.
Most of them do not seem to know how to study for the entrance
exam.
Therefore I would like to invite alumni once a month for
the students to ask about their course and the appropriate
method to study how to cope with entrance exam.
Therefore I would like to invite graduate students once
a month so the students can ask about their course and appropriate
methods of studying.
Some students might hesitate to ask teachers, however not
graduate students.
Some students might hesitate to ask teachers, may feel more
comfortable with graduate students.
As students attain puberty, they tend to have a great deal
of troubles in their mind.
As students attain puberty, they can be confused and troubled.
Not only for students but also for their parents, to be
able to ask a teacher on line is so convenient that I would
like all teacher to tell students your e-mail address so that
they can counsel any time they want to.
To be able to ask a teacher for help on line is convenient
not only for students but also for their parents. Therefore
I would like all teachers to give students their e-mail addresses
so that they can seek counsel any time they want.
Students' or parents' use of anonymity should be taken into
consideration.
Whether students should be able to remain anonymous may
be a topic for future discussion.
Our two club activities such as brass band club and human
gymnasium club are very strong and famous in Tokyo.
Two of club activities, the brass band club and the gymnastic
club are very strong and are famous in Tokyo.
Last year to promote these clubs achieve a great success
to recruit students. Actually it gave a wonderful impression
to the audience.
Last year the success of these clubs made a wonderful impression
on the audience and helped recruit students.
I want to suggest you that all teacher should have a club
activity to activate them a great deal.
I suggest that all teachers should lead a club activity
to provide a different outlet for students' energies.
To be able to choose from a variety of club activities make
students happier. Also less students in a club is more attractive.
To be able to choose from a variety of club activities would
make students happier. Also fewer students in a club is more
attractive.
Not only to have our students go to a primary school but
to have primary school students participate actively in our
club activities are desirable.
Not only to have our students perform in primary schools
but also to have primary school students participate actively
in our club activities is desirable.
On Open Campus days, primary school students can visit our
school to have aggressive participation of our clubs.
On Open Campus days, primary school students can visit our
school and participate in our clubs.
The chance for primary students to experience them can reduce
their anxiety In deciding junior high school.
This experience can boost the school image and help reduce
their anxiety in deciding on a junior high school.
Therefore I want to have a proposal that we should have
a classroom observation week once in a semester.
Therefore I propose that we provide an opportunity for observation
week once in a semester.
I want the headmaster to tell parents that you can come
anytime.
I want the headmaster to tell parents they can come anytime.
I believe that this leads to enhance teachers' ability to
give good lessons to satisfy students and parents.
I believe that this will enhance teachers' ability to give
good lessons to satisfy both students and parents.
Appendix A B
C D
E F
G H
I
|
