2. OrientationOrientation
ETC is an English language school and specialistETC is an English language school and specialist
training centre with over 21 years’ experience oftraining centre with over 21 years’ experience of
providing high-quality training for adults, juniorsproviding high-quality training for adults, juniors
and executives, with clients including embassies,and executives, with clients including embassies,
government offices, blue chip corporations andgovernment offices, blue chip corporations and
other high-profile agencies.other high-profile agencies.
4. A well-equipped training centre located in a tourism hub.A well-equipped training centre located in a tourism hub.
5. Background to the projectBackground to the project
ETC International College was established in 1989 toETC International College was established in 1989 to
provide specialist English language training forprovide specialist English language training for
international clients, with a particular focus on Englishinternational clients, with a particular focus on English
for Special Purposes (most notably, Business andfor Special Purposes (most notably, Business and
Tourism).Tourism).
Over the last few years, ETC has developed an e-Over the last few years, ETC has developed an e-
learning project, with a web-based learning platform aslearning project, with a web-based learning platform as
the anchor and with a focus on Business English andthe anchor and with a focus on Business English and
Tourism English training content. ETC staff membersTourism English training content. ETC staff members
are involved in the creation of academic materials andare involved in the creation of academic materials and
delivery of training through 1.1 coaching and largedelivery of training through 1.1 coaching and large
group webinars. This is the first project of its kind.group webinars. This is the first project of its kind.
6. BournemouthBournemouth
Bournemouth is a popular and cosmopolitan seasideBournemouth is a popular and cosmopolitan seaside
resort which is growing all the time. Bournemouth isresort which is growing all the time. Bournemouth is
the resort of choice for British people because of itsthe resort of choice for British people because of its
weather (the greatest number of sunlight hours andweather (the greatest number of sunlight hours and
most temperate climate in the UK), its unspoilt parksmost temperate climate in the UK), its unspoilt parks
and beaches, its proximity to Poole, Christchurch, theand beaches, its proximity to Poole, Christchurch, the
New Forest and places like Salisbury, the Cotswolds,New Forest and places like Salisbury, the Cotswolds,
Corfe Castle, etc, etc. London is approximately 2 hoursCorfe Castle, etc, etc. London is approximately 2 hours
away by train.away by train.
8. Key strengthsKey strengths
The College has become a major force within its sector.The College has become a major force within its sector.
It benefits from high levels of awareness and enjoysIt benefits from high levels of awareness and enjoys
the respect and admiration of its peers in the industry.the respect and admiration of its peers in the industry.
Within its markets, ETC has built an internationalWithin its markets, ETC has built an international
reputation for excellence at all levels, particularlyreputation for excellence at all levels, particularly
reflected in its concern for each and every client.reflected in its concern for each and every client.
In several areas, notably Business English, TourismIn several areas, notably Business English, Tourism
English, IELTS exam preparation courses and MilitaryEnglish, IELTS exam preparation courses and Military
English, ETC is seen as a market leader.English, ETC is seen as a market leader.
9. Students learn as they enjoy their leisure time…..Students learn as they enjoy their leisure time…..
10. ETC is recognised and accredited byETC is recognised and accredited by
a range of important bodies:a range of important bodies:
11. AccreditationsAccreditations
ETC is accredited by the British CouncilETC is accredited by the British Council
through the Accreditation UK system.through the Accreditation UK system.
ETC has been licensed by the UK BorderETC has been licensed by the UK Border
Agency to enrol students under Tier 4 of theAgency to enrol students under Tier 4 of the
Points Based System: the school is on thePoints Based System: the school is on the
UKBA register with a Grade A licence.UKBA register with a Grade A licence.
ETC’s University Foundation Programme hasETC’s University Foundation Programme has
been validated by Middlesex University.been validated by Middlesex University.
12. MembershipsMemberships
ETC is a member of:ETC is a member of:
• English UK, the accredited language schools’English UK, the accredited language schools’
association.association.
• RALSA, the Regional Accredited LanguageRALSA, the Regional Accredited Language
Schools Association.Schools Association.
• IEF, the International Education Forum.IEF, the International Education Forum.
• FSB, the Federation of Small Businesses.FSB, the Federation of Small Businesses.
• Dorset Chamber of Commerce and Industry.Dorset Chamber of Commerce and Industry.
13. Exam centre statusExam centre status
ETC is an official exam centre for:ETC is an official exam centre for:
• London Chamber of Commerce and IndustryLondon Chamber of Commerce and Industry
Examinations Board.Examinations Board.
• Trinity College, London.Trinity College, London.
• TOEIC exams.TOEIC exams.
• Cambridge University BULATS exams.Cambridge University BULATS exams.
14. AwardsAwards
* ETC has held the Investors in People award* ETC has held the Investors in People award
(since 2002).(since 2002).
* ETC has been “Highly Commended” in the* ETC has been “Highly Commended” in the
Bournemouth Tourism Awards in 2007, 2008 andBournemouth Tourism Awards in 2007, 2008 and
2009 (in the Contribution to International Education2009 (in the Contribution to International Education
category).category).
* ETC has been shortlisted in the Bournemouth Tourism* ETC has been shortlisted in the Bournemouth Tourism
Awards in 2010 – the outcome is pending!Awards in 2010 – the outcome is pending!
15. The ETC Student Residence –The ETC Student Residence –
providing the company with uniqueproviding the company with unique
experience of the hotels sectorexperience of the hotels sector
ETC runs a Tourism school within the college, in lineETC runs a Tourism school within the college, in line
with its expertise in the field of tourism and hospitalitywith its expertise in the field of tourism and hospitality
management - added to its experience in running itsmanagement - added to its experience in running its
own student-orientated training hotel.own student-orientated training hotel.
The hotel was purchased to provide residentialThe hotel was purchased to provide residential
accommodation for the college’s international studentsaccommodation for the college’s international students
and the opportunity for students to gain real-worldand the opportunity for students to gain real-world
experience of working in the hospitality sector. Theexperience of working in the hospitality sector. The
Residence has enjoyed very high levels of occupancyResidence has enjoyed very high levels of occupancy
and very good customer feedback. It provides a serviceand very good customer feedback. It provides a service
that naturally complements the training services offeredthat naturally complements the training services offered
by the College.by the College.
16. The ETC Residence – 26 West Hill RoadThe ETC Residence – 26 West Hill Road
The ETC Residence is located right next door to the ETCThe ETC Residence is located right next door to the ETC
college buildings.college buildings.
Shared room - twin or triple bedroom (27 available)Shared room - twin or triple bedroom (27 available)
Single room (only 3 available)Single room (only 3 available)
All rooms have en-suite facilities.All rooms have en-suite facilities.
- Guests take their meals at the ETC cafeteria or in the- Guests take their meals at the ETC cafeteria or in the
residence’s own dining room.residence’s own dining room.
- There is a dining room / common area for guests in the- There is a dining room / common area for guests in the
basement.basement.
18. An overview of the academic andAn overview of the academic and
technical aspects of the projecttechnical aspects of the project
Orientation of the project:Orientation of the project:
E-learning, combined with more traditional languageE-learning, combined with more traditional language
teaching methodologies, is the back-bone of thisteaching methodologies, is the back-bone of this
project, designed to help roll out a scaleableproject, designed to help roll out a scaleable
development of language skills.development of language skills.
The multi-media and content-rich approach are a cost-The multi-media and content-rich approach are a cost-
effective and sustainable way to implement a country-effective and sustainable way to implement a country-
wide programme of specialist English language training.wide programme of specialist English language training.
19. Timescale and monitoring:Timescale and monitoring:
Timescale and monitoring:Timescale and monitoring:
Realistically it will take a certain amount of timeRealistically it will take a certain amount of time
for such a programme to have extensive reach,for such a programme to have extensive reach,
but with a timetable for the delivery of regularbut with a timetable for the delivery of regular
progress reports and continuous monitoring, itprogress reports and continuous monitoring, it
is possible to chart the take up of language skills.is possible to chart the take up of language skills.
It is likely that the programme will need to beIt is likely that the programme will need to be
sustained over a 10-year period at least for thesustained over a 10-year period at least for the
project to have long-lasting effects.project to have long-lasting effects.
20. Methodology:Methodology:
Domeng is an e-learning platform with a bank of tailoredDomeng is an e-learning platform with a bank of tailored
resources within the key focal areas of General English,resources within the key focal areas of General English,
Business and Tourism. The first project is focusedBusiness and Tourism. The first project is focused
primarily on Tourism English.primarily on Tourism English.
The project takes a modular approach – dipping into theThe project takes a modular approach – dipping into the
full bank of modules to extract the learning – achievefull bank of modules to extract the learning – achieve
accreditation / recognition for their learning.accreditation / recognition for their learning.
Employment of an e-learning platform as the basicEmployment of an e-learning platform as the basic
architecture for the e-learning modules.architecture for the e-learning modules.
Use of a Remote (live) tutor – to support the e-learningUse of a Remote (live) tutor – to support the e-learning
processes and methodologies and add some humanprocesses and methodologies and add some human
contact.contact.
Use of a tailored system for distance learning andUse of a tailored system for distance learning and
maintenance of contact with course participants.maintenance of contact with course participants.
21. Key content and areas for developmentKey content and areas for development
Key content:Key content:
The key focus of the project will be to mirrorThe key focus of the project will be to mirror
developments in the target country’s approach todevelopments in the target country’s approach to
international trade and cultural orientation, initially ininternational trade and cultural orientation, initially in
the area of Tourism / Hospitality. Input from entitiesthe area of Tourism / Hospitality. Input from entities
in the target market will be very valuable in terms ofin the target market will be very valuable in terms of
orientation.orientation.
Key areas for development:Key areas for development:
1. Tourism / Hospitality Studies and Tourism1. Tourism / Hospitality Studies and Tourism
English.English.
2. General English to raise overall English language2. General English to raise overall English language
standards in the country.standards in the country.
3. Business Studies and Business English.3. Business Studies and Business English.
22. What is a virtual learning platform?What is a virtual learning platform?
A virtual learning platform is a sophisticatedA virtual learning platform is a sophisticated
website designed to provide learners withwebsite designed to provide learners with
resources, activities and collaborative tools toresources, activities and collaborative tools to
support and accelerate their learning.support and accelerate their learning.
The platform is essentially an Internet portalThe platform is essentially an Internet portal
featuring a number of integrated services, such as:featuring a number of integrated services, such as:
content management for managing learningcontent management for managing learning
resources; assessment tools; communication andresources; assessment tools; communication and
collaboration i.e. message forums, blogs,collaboration i.e. message forums, blogs,
conferencing; learner management andconferencing; learner management and
administration.administration.
23. How does it work?How does it work?
Let’s consider how a student might interact with the learning platformLet’s consider how a student might interact with the learning platform
on a typical day.on a typical day. Juan is studying at home this morning before goingJuan is studying at home this morning before going
into college. He opens his web browser and logs onto the learninginto college. He opens his web browser and logs onto the learning
platform. He sees a notification from his tutor with feedback about hisplatform. He sees a notification from his tutor with feedback about his
last assignment. His tutor has asked him to look at a couple of tourism-last assignment. His tutor has asked him to look at a couple of tourism-
related multimedia resources before their online meeting thisrelated multimedia resources before their online meeting this
afternoon.afternoon.
Juan navigates to the online course and watches the video case studyJuan navigates to the online course and watches the video case study
about hotel room pricing strategies. He takes the interactive quiz aboutabout hotel room pricing strategies. He takes the interactive quiz about
pricing and scores 85%. Before leaving for college, Juan downloads apricing and scores 85%. Before leaving for college, Juan downloads a
podcast to his MP3 player to listen to on the train.podcast to his MP3 player to listen to on the train.
During lunch he logs onto the learning platform to write his blog andDuring lunch he logs onto the learning platform to write his blog and
update his virtual classmates about some research he has been reading.update his virtual classmates about some research he has been reading.
At 2pm he goes to a conference booth and logs on for an onlineAt 2pm he goes to a conference booth and logs on for an online
meeting with his tutor. His tutor shares an electronic document withmeeting with his tutor. His tutor shares an electronic document with
him and they make on-screen annotations as they discuss it.him and they make on-screen annotations as they discuss it.
Before logging off, he updates his personal learning plan with theBefore logging off, he updates his personal learning plan with the
objectives agreed earlier with his tutor.objectives agreed earlier with his tutor.
24. What are the benefits?What are the benefits?
A virtual learning platform makes learning opportunitiesA virtual learning platform makes learning opportunities
available at a time and place to suit the learner and helpsavailable at a time and place to suit the learner and helps
empower the learner to proceed at their own pace. Learningempower the learner to proceed at their own pace. Learning
content can be enriched using video, audio and animation tocontent can be enriched using video, audio and animation to
create engaging learning episodes that cater for differentcreate engaging learning episodes that cater for different
learning styles.learning styles.
As it matures, the learning platform will become the gatewayAs it matures, the learning platform will become the gateway
to a rich and comprehensive series of learning resources. Thisto a rich and comprehensive series of learning resources. This
collaborative environment will allow students to work togethercollaborative environment will allow students to work together
and build a pool of shared knowledge, and receive supportand build a pool of shared knowledge, and receive support
from remote tutors.from remote tutors.
Ongoing assessment will enable students and tutors toOngoing assessment will enable students and tutors to
manage progress and personalise their learning. As anmanage progress and personalise their learning. As an
enabling technology, a virtual learning platform has theenabling technology, a virtual learning platform has the
potential to modernise the management of learning whilstpotential to modernise the management of learning whilst
reducing the long-term cost of delivery.reducing the long-term cost of delivery.
25. Studioverse profile:Studioverse profile:
Studioverse is working with ETC International College to:Studioverse is working with ETC International College to:
Define project aims and timescales.Define project aims and timescales.
Deliver initial designs and prototypes.Deliver initial designs and prototypes.
Build high quality solutions appropriate to the needs of the targetBuild high quality solutions appropriate to the needs of the target
market.market.
Undertake rigorous testing of the system.Undertake rigorous testing of the system.
StudioVerse draws upon experience of education and training in both theStudioVerse draws upon experience of education and training in both the
private and public sectors. Its experience includes:private and public sectors. Its experience includes:
Sales and technical training in the private sector.Sales and technical training in the private sector.
Working with organisations large and small to specify, design and buildWorking with organisations large and small to specify, design and build
websites and CD-ROMs.websites and CD-ROMs.
Teaching in secondary, further education and adult learning.Teaching in secondary, further education and adult learning.
Developing e-learning and web-based training solutions.Developing e-learning and web-based training solutions.
Using (and training others to use) e-Learning tools in the classroom.Using (and training others to use) e-Learning tools in the classroom.
26. Tourism English Course SyllabusTourism English Course Syllabus
Aim: This course has been designed to prepareAim: This course has been designed to prepare
students for work in the tourism and hotel servicestudents for work in the tourism and hotel service
industries. At the end of the course, studentsindustries. At the end of the course, students
should be able to communicate effectively in ashould be able to communicate effectively in a
range of business and tourism-related situations.range of business and tourism-related situations.
Students are encouraged to apply any tourism /Students are encouraged to apply any tourism /
business knowledge and experience that theybusiness knowledge and experience that they
might have as they work through course material.might have as they work through course material.
27. Who is the course for?Who is the course for?
Whether the client is a travel agent, a tour guide, aWhether the client is a travel agent, a tour guide, a
courier or a hotel manager, this course will allowcourier or a hotel manager, this course will allow
him or her to function effectively in English.him or her to function effectively in English.
Special emphasis is placed on the relevantSpecial emphasis is placed on the relevant
vocabulary, register and grammatical structuresvocabulary, register and grammatical structures
that are used in the field of tourism, and the clientthat are used in the field of tourism, and the client
is given the opportunity to practise using theis given the opportunity to practise using the
language that he or she has acquired by means oflanguage that he or she has acquired by means of
seminars, group sessions and communicativeseminars, group sessions and communicative
practice activities.practice activities.
The client will also receive supplementary tuitionThe client will also receive supplementary tuition
in the essential English language skills of reading,in the essential English language skills of reading,
writing, listening and speaking.writing, listening and speaking.
28. Course contentCourse content
Enquiries and reservationsEnquiries and reservations
Hotel receptionHotel reception
Hotel servicesHotel services
Entertainment and other ancillary servicesEntertainment and other ancillary services
Food serviceFood service
Local toursLocal tours
ComplaintsComplaints
Checking outChecking out
Tour operation – contactsTour operation – contacts
Tour operation – planningTour operation – planning
NegotiatingNegotiating
ConferencesConferences
MeetingsMeetings
Using the telephoneUsing the telephone
PresentationsPresentations
Marketing a tourism serviceMarketing a tourism service
29. Structure of the courseStructure of the course
Each Tourism English course consists of:Each Tourism English course consists of:
120 hours of specialised Tourism English learning120 hours of specialised Tourism English learning
materials, including language-focus work, tourism-materials, including language-focus work, tourism-
related projects, assignments and case studies.related projects, assignments and case studies.
6 hours of 1:1 seminars / individual coaching sessions.6 hours of 1:1 seminars / individual coaching sessions.
6 hours of lectures (by webinar) and online group6 hours of lectures (by webinar) and online group
sessions.sessions.
progress monitoring, leading to assessment against theprogress monitoring, leading to assessment against the
CEFR (Common European Framework of Reference).CEFR (Common European Framework of Reference).
30. Assessment and CertificationAssessment and Certification
If a student follows a Tourism English course, heIf a student follows a Tourism English course, he
or she will receive a certificate on satisfactoryor she will receive a certificate on satisfactory
completion of all coursework and assessmentcompletion of all coursework and assessment
pieces.pieces.
If a student completes certain modules of theIf a student completes certain modules of the
course but chooses to discontinue the wholecourse but chooses to discontinue the whole
course, he or she will receive a certificate showingcourse, he or she will receive a certificate showing
the modules successfully completed.the modules successfully completed.
31. Effective teachingEffective teaching
Built into every student’s course are the following:Built into every student’s course are the following:
• Placement test.Placement test.
• Needs analysis.Needs analysis.
• Skills development.Skills development.
• Task-based activities.Task-based activities.
• Systems work.Systems work.
• Learner skills development.Learner skills development.
• Progress tests.Progress tests.
• Tutorials.Tutorials.
• Homework.Homework.
• Academic counselling.Academic counselling.
• Supportive error correction and constructive feedback.Supportive error correction and constructive feedback.
32. The e-learning project offers an excellent,
sustainable, low-cost opportunity to develop
English language skills at grass roots level
across the target market!
33. Contact detailsContact details
For further information on the e-learning project:For further information on the e-learning project:
Principal / Marketing Director – Mr David Jones.Principal / Marketing Director – Mr David Jones.
ETC International College,ETC International College,
24 West Hill Road,24 West Hill Road,
Bournemouth.Bournemouth.
BH2 5PG.BH2 5PG.
Tel: +44 (0) 1202 559044.Tel: +44 (0) 1202 559044.
Email:Email: davidjones@etc-inter.netdavidjones@etc-inter.net
Website: www.etc-inter.netWebsite: www.etc-inter.net
