ELS Language Centers
6.1 Institute Background
With nearly
100 centers worldwide, ELS Language Centers has collectively enjoyed nearly 50
years of history, teaching over 2 million students from more than 140 countries
the best and shortest way to learn English.
ELS Language
Centers Malaysia is a franchise of the US-based ELS Language Centers.
Established in 1990, ELS Malaysia has since grown to having 4 English language
training centers throughout Malaysia. It also has 2 additional language centers
registered with the Ministry of Education.
6.2 Brand Image
ELS Malaysia
offers an unbeatable combination of university-town and city centre study
locations, high academic standards, qualified and caring instructors, as well
as warm and helpful staff. Whether you are planning to attend a college or
university, need English to advance in your career, or simply want to improve
your English, ELS can help you reach your goals.
We
offer a Certified Intensive English Programme that is widely popular among
individuals who want to fast track their English proficiency. We also offer a
range of English language training solutions catered to companies,
professionals, as well as school children.
6.3 Sponsor’s History
1950s
- ELS Educational Services was founded as an English education institute
affiliated with the U.S. State Department.
1961
- ELS Language Centers opens its first school in Washington, DC.
1978
- First international school is established in
Japan.
1997
- Berlitz International Inc. acquires ELS.
1998
- ELS headquarters relocates from Culver City,
California to Princeton, New Jersey.
2000
- ELS and Berlitz
On Campus centers merge under the ELS name.
2002
- On-line directory is launched for ELS's University & Career School Cooperative
Program at www.collegedirectory.els.edu.
2003
- ELS develops standardized exit testing with
ETS's The Chauncey Group.
2007
- Prep Program for the TOEFL iBT offered at 12
ELS locations.
- The ELS
American Education Center in Shanghai.
6.4 Vision
To be a leading
English education centre.
6.5 Mission
The
mission of ELS is to provide English language and educational exchange programs
that exceed the academic, professional, and social expectations of our clients
throughout the world.
6.6 Sponsor’s Services and Programmes
ELS offers a choice of English courses designed
to meet specific needs. We offer English classes for beginner students to
advanced learners. To ensure that each lesson is customized to your needs,
almost all of our programmes require you to take a placement test that would
determine your English proficiency level. This would allow you to be among
peers of similar levels to effectively learn the English language together at a
faster pace.
- Intensive English
o
Certified
Intensive English Programme
Who is
this programme for?
The
Certified Intensive English Programme (CIEP) is ideal for university-bound
students, professionals with a limited time for study and serious students who
want to learn English quickly. Its certificate is accepted by many universities
and colleges worldwide in place of TOEFL and IELTS for entry requirements. Featuring 9 levels, this programme is suitable
for students with different levels of English – from beginner to advanced.
What
is the structure of the programme?
This
full-time course is structured to accelerate learning with maximum time spent
in ELS. For 30 hours of intensive English classes a week, it enables you to
reach your academic and career goals in the shortest time possible.
What will you learn?
- Structure
& Speaking Practice
This
class incorporates listening, speaking, vocabulary and grammar to give students
opportunities to practice language in meaningful situations. Students are
trained to target accuracy through application of rules in activity-based
situations.
- Reading
& Writing
Students
learn to improve their English reading comprehension and reading speed while
practicing skills such as predicting content, skimming, scanning, drawing
inferences and conclusions, guessing the meaning of new vocabulary from context
and summarizing information.
Students
respond to the reading material through group discussions and writing in
English. In the process, they learn to write different types of paragraphs and
essays—descriptive, comparison/contrast, cause-effect, problem-solution,
argumentative, etc.—and also improve their critical thinking skills.
- Skills
Enhancement
The
main purpose of this class is to build speaking fluency. In this class,
students have the opportunity to discuss different topical issues based on
current interesting themes, broadening their spectrum of English vocabulary in
the process. The functional aspects of the language and speaking skills are
also emphasized here.
- Language
Technology Centre
E-learning is an essential component in most ELS
programmes and in the CIEP, students have access to state-of-the-art e-learning
tools complete with award-winning multimedia language learning courseware and
other digitized resources that complement and reinforce what they learn in
class.
This multimedia lab
hour nurtures independent learning, targets enrichment activities besides
providing reinforcement and practice for what is learned in the classroom.
o
Semi-Intensive
English Programme
Who is
this programme for?
The
Semi-Intensive English Programme is ideal for high achievers who realize the
importance of strengthening their command of English. Based on the popular ELS Certified
Intensive English Programme, this programme is designed for learners with busy
schedules. With classes starting in the late afternoon, four days a week,
learners will benefit from the proven programme while having more time with
their studies, work or play!
What
is the structure of the programme?
This
6-level programme (Elementary to Advanced) starts in the late afternoon from
4pm on Mondays to Thursdays. Each level takes 8 weeks to complete.
What
will you learn?
• Effective communication using the English language.
• Accuracy and fluency in speaking and active listening.
• You will develop research, note-taking and public speaking skills.
You will experience
innovative online learning modules that would maximize your learning ability.
- Corporate English
o
Communicative English Programme
Who is
this programme for?
This
programme is specifically designed for busy professionals who see that
communication is a vital factor in their workplace. The Communicative English
Programme will enable you to improve your communication skills and function
more efficiently at work among your colleagues, managers, and staff.
This
programme is registered under the HRDC for the PROLUS scheme. Company Contract
Training is also available for this course. This programme is also suitable for
college students who want to improve their English proficiency to be better
prepared to enter the workforce.
What
is the structure of the programme?
This
part-time programme covers Communicative English skills ranging from Elementary
to Intermediate. Each level consists of 2 modules and takes 12 weeks to
complete (6 weeks per module).
What
will you learn?
- This programme focuses in
improving your accuracy and fluency in speaking and active listening.
- Each class session will include
time for participants to practice using the conversational English skills they
have acquired.
- Your vocabulary will also be
emphasized.
o Company Training
Who is
this programme for?
Company
Training programmes are designed to teach English for Specific Purposes (ESP)
where the English course is custom-made to suit the needs of your team.
Participants may include:
- Administrative personnel.
- Secretaries/personal assistants.
- Specialists.
- Executives.
- Management Trainees.
- Managers.
- Project leaders
Designed
as a professional development course, focused English programmes can be
developed for professionals from a wide range of global industries:
- Aeronautics/Airline
- Agriculture
- Automotive
- Broadcasting
- Call Centres/BPOs
- Chemical
- Consulting
- Cosmetics
- Electronics
- Entertainment
- Financial Services
- FMCG (Fast Moving Consumer Goods)
- Food and Beverage
|
- Government/Public Sector
- Healthcare/Pharmaceutical/Nursing
- Hospitality
- Internet
- Manufacturing/Industrial
- Non-profit Organisations
- Petroleum/Oil and Gas
- Retail
- Software
- Sports
- Technology
- Telecommunications
- Travel/Tourism
|
- Test Preparation
o
IELTS Test Preparation Course
The
IELTS test is recognized by British and Australian universities for admissions.
It is increasingly accepted by institutions in the United States as well.
What
will you learn?
This
course focuses on a comprehensive overview of the IELTS test components and
helps you develop the skills you need to obtain a creditable score on the
IELTS. We offer a 4-week programme or a 8-day workshop which will cover the
following skills and strategies:
- Test structure, type and style
of questions.
- Test directions and time
management for the different sections.
- Reading and Listening strategies
for speedy comprehension.
- Writing strategies to fulfill
actual exam requirements.
- Speaking strategies to respond
appropriately in the oral interview.
TOEFL is a widely recognized test of English
proficiency that is accepted by all US colleges and universities as well as
institutions in Australia, UK and Canada. This course helps you develop the
skills you need to obtain a creditable score on the TOEFL.
What
will you learn?
We offer a 4-week programme or a 4-day
workshop, which focuses on the development of test-taking skills and strategies
through:
- Test format analysis.
- Structure and Written Expression practice.
- Reading skills practice.
- Writing practice.
- Listening practice.
- Speaking practice.
- Exam-condition practice tests using sample test papers.
-Holiday
English
o
Juniors’ English Programme (age
11-15)
A
holiday to remember
This programme is open to students between the
ages 11-15 and is conducted over 2 weeks (Mondays-Fridays plus one weekend
trip). Students will improve their English language abilities in the four areas
of Listening, Speaking, Reading and Writing. Students will be assigned tasks
dealing with universal topics such as family, holidays, sports, etc. English
classes will be in the morning while the afternoon is occupied with sports and
cultural activities.
In order to maximize the students’ opportunity
to see as many places as possible during their stay in Malaysia, this unique
programme will move its students to a new location at the end of each week. As
such, the students will have visited a minimum of 3 main attractions of
Malaysia at the end of the 2-week programme.
It is hoped that students will bring home with
them memorable experiences of meeting new friends, confidence in their English
language usage and enhanced interpersonal skills such as the ability to plan,
cooperate, persuade and adapt with people and environment.
Programme
information
- Programme duration: 2 weeks.
- Age range: For students 11-15 years of age.
- Venue: ELS Penang.
- Components taught: Listening, Speaking, Reading and Writing.
- Class time: 8.30am to 12.30pm
- Class size: Maximum 18 students per class
Programme
features:
- English language
lessons 10 days, 20 periods (50 minutes each), Monday - Friday.
- Placement test.
- Textbook and
materials.
- One weekend trip.
- Afternoon
activities such as sports, jungle trekking and other places of interest.
- Basic meals and
lodging throughout the whole duration.
- Orientation and
graduation party.
- T-shirt.
- Certificate of
Attendance.
o
Teens’ English Programme (age 15+)
Learn
English while on Holiday!
This programme is open to students from age 15
and above, and is conducted over 4 weeks (Mondays-Fridays). Students will
improve their English language abilities in the four key areas of Listening,
Speaking, Reading and Writing. They will join the Certified
Intensive English Programme and study with students who are serious in improving
their English language command for academic purposes. In this way, students are
putting their holidays to full use while experiencing Malaysia.
Programme
information
- Programme
duration: 4 weeks
- Age range: 15
years old and above.
- Venue: ELS Kuala Lumpur, ELS Petaling Jaya or ELS Penang.
- Components taught:
Listening, Speaking, Reading and Writing.
- Class time:
8.30am
– 3.20pm (Mondays – Thursdays)
8.30am – 12.20pm (Fridays).
- Class size:
Maximum 20 students per class
Programme
features:
- English language
lessons – 20 days, 30 periods a week (50 minutes each), Monday – Friday.
- Placement test.
- Textbook and
materials.
- Three weekend
trips.
- Orientation and
graduation party.
- T-shirt.
- Certificate of
Attendance.
Teacher Training
o TESOL Certificate
Programme
ELS Language Centers’ TESOL Certificate
Programme is now offered in Kuala Lumpur, Malaysia. Individuals who are
interested in becoming English as Second Language (ESL) or English as Foreign
Language (EFL) teachers will find that the course will equip them with the
theories and practices to be effective English language teachers.
The TESOL Certificate Programme provides the
participants with flexibility and variety, which are essential to a good
programme. The programme is a combination of Online Learning, face-to-face
classroom discussions and Authentic Practicum teaching sessions. The great
advantage of such an arrangement is that the online component enables the
participants to read about the theories of TESOL before they come to class to
learn how to apply them in their teaching. In addition, participants find the
classes less demanding because they can study the theories from the comfort of
their homes. Having become familiar with the theories and the practical aspects
of teaching, participants are then ready for the Authentic Practicum teaching
sessions.
Programme
Information
The programme is
divided into three sections:
- 80 hours of on-line lessons
- 33 hours of face-to-face sessions, and
- 9 hours of practical teaching sessions
The total duration
of the programme is 122 hours.
Enrolment
Criteria
To enroll in the
TESOL Certificate Programme, a participant must meet the following criteria:
a) Must be above
21 years of age.
b) Must have completed
a minimum of a high school education with successful achievement of a high
school certificate. Participants who have achieved a diploma or a degree are
preferred.
c) Must have a
good command of English. All candidates must sit the ELS English Language
Proficiency test upon registration and obtain an equivalent of minimum IELTS
Band 6.5
d) No prior
teaching experience is required.
Hardware
Requirement and the Internet Access
A candidate needs a computer with an Internet
connection and an email address. Once registered for the on-line course,
participants are provided with a user name, password, and link to get started.
The user name and password allows the participants to log in and log out of the
course as they wish.
6.7 Locations and Subsidiaries
ELS Language Centers Malaysia offers students
the opportunity to choose from 4 centers where they wish to study:
- ELS Kuala Lumpur (KLCC):
ELS
Kuala Lumpur (KLCC) has been operating since 1996. It is located in the
prestigious Golden Triangle business district of Kuala Lumpur and is just a
10-minute walk from the KLCC LRT station. This centre enjoys a panoramic view
of the capital city’s skyline as it faces one of the tallest buildings in the
world—the Petronas Twin Towers.
ELS Kuala Lumpur is situated in Megan Phileo
Avenue 2, a very new and modern office block. It has 26 classrooms and a
networked multimedia laboratory with Internet facilities.
Address:
A-2-1, Wisma HB,
Megan Avenue 2,
12, Jalan Yap Kwan Seng,
50450 Kuala Lumpur
Wilayah Persekutuan
Tel: 03-2166 5530
Fax: 03-2166 5220
- ELS Kuala Lumpur (Bukit
Bintang):
The
ELS Kuala Lumpur (Bukit Bintang) overlooks the Bukit Bintang traffic junction
in the heart of Kuala Lumpur’s leisure haven. Bintang Walk, YTL’s Starhill,
Pavilion, Berjaya Times Square and numerous other malls and attractions are
within a few minutes’ walk. Easy access by all manner of public transport will
certainly add to the new paradigm of learning English in the best possible
environment, and with glamour and excitement.
ELS Kuala Lumpur (Bukit Bintang) is situated in
Bangunan Yayasan Selangor, an office block strategically located parallel to BB
Plaza and near the major shopping malls. It has 13 classrooms and a networked
multimedia laboratory with Internet facilities.
Address:
3rd Floor, Bangunan Yayasan
Selangor, 99, Jalan Bukit Bintang,
55100 Kuala Lumpur
Wilayah Persekutuan
Tel: 03-2145 3530
Fax: 03-2141 0530
- ELS Penang:
ELS
Penang is located in the heart of Penang Island, a destination popularly known
as the ‘Pearl of the Orient’. Penang is architecturally and culturally diverse.
It is a popular tourist destination among local and foreign tourists. It is
also renowned for its beaches, old-world charm, street-front bazaars and
excellent food.
ELS
Penang is situated in the library block of Han Chiang College, a prestigious
private college in Penang. It has 8 classrooms and a networked multimedia
laboratory with Internet facilities. Sports facilities are also available for
student use. A local canteen is situated on the premises and there are a
variety of restaurants in the vicinity.
Penang has been the preferred place of study
among the elite of Northern Malaysia. Now, Penang is poised to be the premier
choice for higher education in the northern region. Students who choose to
study in ELS Penang will not be short of choices to further their tertiary or
professional education because many international institutions of higher
learning are now located in Penang.
Address:
Han Chiang College,
Jalan Lim Lean Teng,
11600 Penang
Penang
Tel: 04-283 2530
Fax: 04-283 1029
- ELS Subang Jaya:
ELS
Subang Jaya is conveniently and strategically located close to Inti University
College, Taylor’s University College and Metropolitan University College in
Subang Square. It is also within the vicinity of Sunway University College and
Monash University in the neighboring Sunway community. ELS Malaysia works in
collaboration with these university colleges to prepare their prospective
students for higher education as well as to provide assistance to those who are
struggling because of their lack of English proficiency.
ELS
Subang Jaya is easily accessible via public transport, and is within walking
distance from the nearby supermarkets and food courts. Its surroundings and
large student population makes it a very conducive area for study and fun
activities.
This ELS centre has very modern facilities with
a networked multimedia laboratory that has Internet access. It has 17
classrooms and a training room, which can accommodate up to 100 persons.
Address:
Unit E-10-0 East Wing,
Subang Square,
Jalan SS15/4,
47500 Subang Jaya
Selangor
Tel: 03-5636 5530
Fax: 03-5636 7530
- ELS Johor Bahru:
ELS Johor Bahru is located on
the 15th floor of a new commercial building adjacent to one of the town’s most
popular shopping centers. The large and roomy centre meets the needs of a
modern language school. There are 8 classrooms and a multimedia laboratory that
offers a comfortable and conducive environment for teaching and learning.
The centre is located in the Pelangi district
of Johor Bahru, a premier residential area close to the city. It is
conveniently annexed to Plaza Pelangi, a shopping centre that has a host of
restaurants, fast food outlets, fashion stores, supermarket (Cold Storage) and
department stores.
Address:
Level 15, Menara Pelangi,
Jalan Kuning,
Taman Pelangi,
80400 Johor Bahru, Johor
Tel: 07-331
4902
Fax: 07-331 6810
6.8 Current Consumers’ Characteristics
Demographics:
Age: 22 - 35
Gender: Male - Female
Education: High school,
Graduated
Occupation: Students,
Teachers
Income range: 1000 -
5000
Race & ethnicity: All
Geographical location: Urban
- Suburban
Psychographics:
Perception: The people’s perception about
ELS Language Centers that it is really helpful to learn English as a second
language and mostly it’s a big supporter to improve their English and help them
through their university courses.
Learning: English classes
and courses and also teaching courses.
Motivation & needs: Friendly environment and
mixed with people from all over the world with different cultures.
Attitude & Personality: Active and very well known.
Lifestyle: Modern.
6.9 Industry and Marketplace
6.9.1 Industry:
ELS Language Centers
belongs to education industry, where the industry is providing the education
and teaching skills. They serve people’s needs toward education especially the
ones who are planning to continue their studies at universities and maybe
further studies. Education industry is an industry that people these days can’t
live without in order to succeed in the future.
6.9.2 Shape of industry:
For over 50 years, ELS has
build it’s reputation in this industry as one of the best institutes in
teaching English as a second language and also university preparation. Students
and even teachers think of ELS as a place to achieve their English language
goals. With 12 class levels, state-of-the-art language technology centers,
multiple testing services and university admission assistance, ELS ensures
success through our personalized approach and commitment to student achievement
and their commitment to serve the public.
6.9.3 Marketplace:
ELS
remains to be one of the best and most famous English schools in Malaysia and
all over the world. In fact it always comes into people first choices when
decided to improve their English. With the highly demand on private schools and
institute to learn English, ELS Language Centers chances are really high to
grow in this Marketplace which means that ELS should remain as a primary choice
for this industry’s consumers and so they should continue on offering their
services to the best way they can as the competitors are also in a high level
and a good reputation.
6.10 Competitive Situation
British Council:
British Council is the UK's international organization for
educational opportunities and cultural relations. As well as education, we run
programmes in the arts, science, sport, governance and English language. Our
programmes reach over 85 million people a year in 110 countries and territories
worldwide. Their vision is that the future for the UK in this crowded,
dangerous, beautiful world depends on people of all cultures living and working
together on foundations of education, mutual understanding, respect and trust.
The purpose is that they create international opportunities for the people of
the UK and other countries and build trust between them worldwide. And the
value is our five corporate values guide what we do and how we work.
International
House:
International House Malaysia opened in 1998 and
now has an average of 350–450 full-time students. We specialize in the teaching
and learning of English and use all available technology to facilitate
successful learning at the individual and group level.
With the expansion of English as the medium for international
communication there is a greater need than ever in Malaysia for English
language skills. It is a vital tool for education, business and international
understanding. Classes are held in Cyberjaya and Kuala Lumpur.
Graduate Profile
- Students gain a higher level of
motivation.
- Students are more communicative.
- Higher level of motivation to
acquire knowledge.
- Students continue their
learning outside the classrooms.
- We adapt to fit the students'
needs.
- We are based on an International
Curriculum.
- Have small classes (maximum.
16).
- Linked to the Common European
Framework
6.11 SWOT Analysis
Strength
- The good reputation that ELS Learning Centers
has all over the world.
- It’s widely known in Malaysia and got many
branches around in Kuala Lumpur, Subang Jaya, Penang, Johor Bahru.
- Strong curriculum and using advanced
technology.
Weakness
- It is a private institute that is not supported
by government.
- They don’t have any previous campaigns in
Malaysia.
- Many of ELS consumers are younger than the
target audience we are aiming for.
Opportunities
- They
deal with students all the time and can help diagnosing a dyslexic person if
the teachers were aware of the Dyslexia’s symptoms.
- There
are classes for teachers; this could be an advantage for them to spread the
knowledge about Dyslexia among teachers.
- Many
international students who can help and share their experience or knowledge
about Dyslexia back in their countries.
Threats
- Failure of organizing the campaign due to their
lack of experience in sponsoring any campaigns before.
- The timing of the campaign as ELS is working
all the time of the year without any holidays except for public holidays.
6.12 Rational of Choosing ELS
Our main goal of this campaign is to educate
and inform people about Dyslexia and increase the level of awareness about this
issue and how to deal with it which makes it relying under the industry of
education. This is the main reason we have chosen a language center as a
supporter to our goal. Language institutes help students into continuing their
studies further and that is also what we are trying to achieve from this
campaign with dyslexic kids, to help them improve their reading and writing
skills and continue their studies if that was someone’s dream.
Why ELS Language Centers? Because ELS is well
know all over the world and has a good reputation in this industry of education
either in the United States or in the other 50 countries around the globe. It
is also very known in Malaysia and got many branches in Kuala Lumpur, Bukit
Bintang, Subang Jaya, Penang and Johor Bahru. Also, ELS known among other
English institute in Malaysia as the best one to help improving the writing
skills and reading as well which basically what we are focusing on in this
campaign of Dyslexia as a learning disability.
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