INTRODUCTION
Rationale of the study
Despite having only 360 million native speakers, English is utilized by approximately 1.6 billion individuals as their first, second, or third language Over the centuries, it has evolved into a "bridge language," facilitating global trade, diplomacy, and cultural exchange Although Chinese and Spanish boast significant numbers of native speakers, there is little indication that either language can rival English's status as the world's predominant "lingua franca."
Since the mid-1990s, foreign investment in Vietnam has increased markedly
In Vietnam's dynamic work environment, young professionals must possess a comprehensive understanding of economic, cultural, and social issues Mastering a foreign language is crucial, as it serves as a vital bridge for Vietnamese workers to excel in key roles at foreign-invested companies and representative offices.
International education institutions have increasingly invested in Vietnam to promote widespread English language learning and connect with global college and university programs Notable successes in this sector include the British Council (1993), Apollo Education and Training Organization (1994), LanguageLink Vietnam (1996), and the Australian Education and Training Center (ACET) established in 2002.
As Vietnam integrates into the global economy and the ASEAN Economic Community (AEC) is established by the end of 2015, prioritizing foreign language training, particularly in English, has become essential (Dam Xuan Yun, 2015) The Vietnamese government aims for 5% of its cadres, civil servants, and public employees in state agencies to achieve a foreign language proficiency level 3 or higher by 2015, with a target of 30% by 2020 (Decision No 1400/QD-TTg dated September).
In Hung Yen City and neighboring provinces, the demand for learning foreign languages, especially English, is still very high (Hung Yen Department of Education and Training, 2017)
As Vietnam integrates into the ASEAN Economic Community, the importance of learning and using foreign languages has become increasingly urgent This need highlights the necessity for predictive insights into future trends in foreign language acquisition and the factors influencing language choice Such information is crucial for educators and managers to effectively plan the development of teaching content and methodologies in program design.
As a primary English teacher, the author has observed the increasing significance of English in the Vietnamese education system, particularly at the primary level Parents play a crucial role in motivating their children to learn English, highlighting that this responsibility extends beyond the classroom to their family dynamics Research indicates that parental involvement is vital for children's academic success However, the effects of educational marketization on parents' attitudes toward their children's English learning remain underexplored This study aims to investigate how the marketization of English influences parents' perspectives on their young children's English education in Khoai Chau, Hung Yen Province.
Aims and objectives of the study
The study investigates how the marketization of English influences parents' attitudes toward their young children's English learning at Dong Tien Primary School in Khoai Chau, Hung Yen Province The research focuses on understanding these attitudes and their implications for children's education.
- Explore the influence of marketing strategies on the parents‘ attitudes towards their children‘s early English language learning
Investigate the attitudes of the parents towards their children's early English language learning in Khoai Chau, Hung Yen Province.3 Research questions
In order to achieve the above aims, the following research questions are formulated:
(1) What marketing strategies do private education companies use to marketize English to young children at primary schools?
(2) What are parents‘ attitudes towards children‘s learning English at primary schools?
(3) What impacts do those strategies have on parents' attitudes towards students' English language learning?
(4) How do the mareketization startegies for English language training programs influence school managers‘ attitudes towards the services of these private English language training providers?
This thesis investigates the impact of marketization on parents' attitudes towards their young children's English learning at Dong Tien Primary School, a medium-sized institution in Khoai Chau, Hung Yen, where the researcher serves as an English foreign language (EFL) teacher.
This study utilized both quantitative and qualitative methods to achieve its objectives, employing an online survey to gather data The collected survey data was then analyzed quantitatively through descriptive statistics.
In addition to the survey questionnaire for parents, personal interviews were conducted with five primary school leaders The interview data was analyzed qualitatively
Scope of the study
This thesis examines how marketization influences parents' attitudes towards their young children's English learning at Dong Tien Primary School, a medium-sized institution in Khoai Chau, Hung Yen, where the researcher serves as an English as a Foreign Language (EFL) teacher Due to constraints in time and knowledge, the focus is specifically on this relationship within the context of the school.
Method of the study
This study utilized both quantitative and qualitative methods to meet its objectives An online survey was conducted to gather data, which was then analyzed quantitatively using descriptive statistics.
In addition to the survey questionnaire for parents, personal interviews were conducted with five primary school leaders The interview data was analyzed qualitatively.
Significance of research
This study enhances our understanding of how market-economy influences English language education, particularly through marketization strategies aimed at school managers and parents It specifically supports the ideology that early exposure to English language education is beneficial, reinforcing the belief in the 'early the better' approach.
Organization of the thesis
The study is organized 5 chapters as follows:
Chapter 1, INTRODUCTION, presents rationale, objectives, research questions, scope, methods, significance, and design of the study
Chapter 2, LITERATURE REVIEW, theoretical background presents relating to the characteristic of young learners , attitudes , marketization, and parents‘ attitudes towards their children‘s EL learning and its impact
Chapter 3, METHODOLOGY, introduces the research context and methodology of the study including the context, the subject, the data collection instruments, data collection procedure, and data analysis
Chapter 4, Findings and Discussion, explores how the marketization of English influences parents' perceptions of their young children's English learning It also offers practical recommendations for parents to enhance their children's English language acquisition.
Chapter 5, CONCLUSION, offers a summary of the key findings, implications, limitations, and future directions for further study.
LITERATURE REVIEW
Review of theoretical background
2.1.1 The spread of English to young learners
The introduction of languages, particularly English, in primary schools is considered one of the most significant educational policy developments globally (Johnstone, 2009) This trend is driven by several factors: early language acquisition is believed to be more effective (Y Hu, 2007; Nunan, 2003), economic globalization necessitates a workforce proficient in English for competitive advantage (Enever & Moon, 2009; Gimenez, 2009; Y Hu, 2007), and parents increasingly advocate for English education to prepare their children for a changing world (Enever & Moon, 2009; Gimenez, 2009) However, this expansion of English as a global lingua franca has sparked criticism regarding its political and social consequences (Block, Gray, & Holborow, 2012).
Scholars such as Edge (2006) and Kumaravadivelu (2011) have critically examined the role of English in global contexts, questioning its rise in popularity and the interests it serves, as well as the status of various world Englishes Their analyses challenge the foundational assumptions that support early English language learning initiatives (Pillar & Cho, 2013) Furthermore, Edge and Kumaravadivelu express strong reservations about the uncritical implementation of Western methodologies in language education.
The global spread of English benefits Western countries while posing challenges for teachers of young learners, who must adapt to unfamiliar pedagogical approaches and motivate students to value English learning This trend is evident in many non-English-speaking Asian countries, including Vietnam, where the Ministry of Education and Training (MOET) has recently mandated the introduction of English as a compulsory subject starting in Grade 3 However, there is a lack of research on effective practices for successfully implementing this new English as a foreign language (EFL) curriculum.
2.1.2 Neoliberalism in English language teaching
Neoliberalism is challenging to define due to its complex and inconsistent nature, as well as the discrepancies between the theories and practices of its proponents (Block, Gary, & Holborow, 2012).
Neoliberalism is a philosophy that drives economic and social transformation based on free market principles, influencing how society operates These principles are deeply embedded in significant structural and systemic changes in our understanding of politics and governance practices (Oksala, 2013, P53).
Neoliberal globalization has significantly influenced education, altering its very definition across both Western and non-English-speaking nations A prominent shift in the twenty-first century is the rise of contested concepts like the "knowledge-based economy" and "knowledge as intellectual capital" (Burton-Jones, 1999) According to Roberts and Peters (2008) in their work "Neoliberalism, Higher Education and Research," a key material change associated with neoliberalism in this era is the increasing emphasis on these concepts.
The shift towards a knowledge economy necessitates a fundamental reevaluation of education, as it transforms into a system focused on knowledge production, acquisition, and organization As noted by Down (2009), education is increasingly viewed as a vital source of knowledge and skills that drive economic growth, with schools tasked to prepare students as enterprising individuals equipped for the competitive global labor market This perspective aligns with Ball's (1999) assertion that under neoliberal globalization, educational institutions increasingly resemble businesses Consequently, both Western and non-English-speaking countries are compelled to rethink their education systems, reflecting the broader trend of neoliberal economic globalization that is reshaping education into a commercial enterprise.
Neoliberal thinking associates English with significant economic advantages, positioning it as essential for future success Mastery of the English language is viewed as a pathway to better job prospects and enhanced opportunities for social mobility.
The belief that a lack of English proficiency can lead to disadvantage or marginalization among youth drives governments to adopt early English language teaching policies This misconception encourages parents to heavily invest in their children's English education, often without clear objectives for its use Consequently, education businesses capitalize on this trend, leading to a continually expanding market for English language learning.
2.1.2.3 English language market in Vietnam
Vietnam, with its population nearing 100 million, has emerged as a prime destination for both international and domestic English language training providers The proliferation of English language centers across the country is evident, starting from major cities such as Hanoi, Ho Chi Minh City, and Da Nang, and extending to smaller urban areas.
The rise of English Language Centers in rural areas, alongside major international education groups like Apollo and Cambridge Education Group, highlights the growing demand for English education as a profitable investment Various domestic providers, both large and small, utilize diverse strategies to persuade parents that investing in their children's English learning is essential for future success However, this does not imply that these businesses always employ ethical means to influence school leadership into hosting their programs.
Neoliberalism is driving the expansion of English education globally, and the English language market in Vietnam is rapidly evolving, presenting significant opportunities for private English training companies However, their success will largely depend on their marketization efforts and effective marketing strategies.
2.1.3 The marketization and marketing strategies
2.1.3.1 The definition of the marketization
The theory of marketization, as highlighted by Raffe and Croxford (2013), serves as a crucial framework for nations aiming to incorporate choice, competition, and public accountability, which are vital for improving the quality of products and services This theory effectively addresses various economic challenges, including poor market competition and inefficiencies, by promoting a dynamic environment with diverse market players Consequently, many economies worldwide are advocating for the deregulation of higher education institutions to enhance their competitiveness in the global market.
Marketing and marketization are distinct concepts, yet differentiating them can be complex On one side, marketing focuses on providing information to assist individuals in making informed decisions Conversely, marketization introduces challenges that can complicate this process.
9 stakeholders with radical change encompassing issues of power, funding, labour, markets, and complexity Nor is this a comprehensive list.(see, e.g., Hemsley- Brown & Oplarka, 2006)
To achieve success in business, it is essential to establish a strong marketing strategy that serves as a foundation for all promotional activities Engaging in advertising, direct mail, networking, or sales efforts without a well-defined marketing strategy is akin to purchasing curtains for a house before having a blueprint A coherent approach ensures that promotional efforts are targeted and effective, ultimately leading to better outcomes.
A company can develop a strong marketing foundation by:
1 Defining the product or service clearly which company provides customer
Review of previous studies
Research has increasingly focused on the influence of parental attitudes and involvement in children's educational achievements, alongside the effects of marketization on higher education However, the specific impact of English marketization on Vietnamese parents' attitudes toward their young children's English learning remains underexplored This section provides a brief overview of relevant studies conducted both in Vietnam and internationally.
In this part, the researcher shows that the studies conducted in some countries where English is taught as a foreign language
Timkey (2015) examined how varying levels of parental involvement and attitudes towards education impact student literacy achievement The study highlights that strong parent-teacher and student-teacher relationships are crucial for enhancing student success Positive relationships between parents and teachers benefit not only the adults involved but also the children, as collaboration allows teachers to apply their expertise in child development while parents provide insights into their child's unique needs Such partnerships encourage parents to engage more actively in their child's academic journey, ultimately fostering better educational outcomes.
M Teresa Fleta Guillén (2015) suggested that there are a number of aspects to be considered for successful language learning with pre-primary children These aspects include factors affecting the language development (starting age, learning context and amounts of input); the holistic learning (auditory and oral capacities, gross- motor control skills and fine skills); the teaching techniques(asking questions, recasting, expansion, explicit correction, elicitation, repetition and wait time) and the practices that
To enhance aural and oral skills in preprimary classrooms, it is essential to prioritize curricular planning that fosters sound recognition, meaningful sound engagement, and expressive activities This includes observing sounds, distinguishing speech from environmental noises, and incorporating music, singing, and rhythmic activities Additionally, integrating language and movement during daily routines, transitional periods, and circle time can significantly support English as a Foreign Language (EFL) learning.
Research methods and contexts yield varying findings, highlighting the diverse factors influencing parental attitudes toward their children's English learning A significant factor in this dynamic is the marketing strategies employed by English language companies.
2.2.2 Previous studies in Viet Nam
Researchers globally, including in Vietnam, have long examined the influence of parents' attitudes on their children's English learning programs and the effects of marketization on education This article highlights selected domestic studies that explore these critical issues.
Hien Nguyen, Michelle Nilson, and Allan MacKinnon (2010) revealed that VNU-Hanoi has effectively embraced and implemented Vietnam's national marketization policies The university's market strategies aim not only to secure additional non-state financial resources but also to enhance its overall performance and effectiveness Key characteristics of marketization at the university include diversified income strategies, cost-effective operations, institutional autonomy, and a strong corporate culture Despite some discomfort among university leaders with the term "marketization" and a lack of understanding of its full implications, there is a noticeable emphasis on tuition fees, commercialization of research, increased student enrollment, consulting services, and university-industry partnerships, alongside the integration of corporate culture.
20 clearly demonstrated that VNU-Hanoi has been experiencing the process of marketization
Le Pham Hoai Huong (2013) examined the use of game activities in primary English classes at a center in Vietnam, utilizing video recordings and teacher interviews The study identified various engaging activities such as bingo, miming, hangman, and Total Physical Response (TPR) techniques While the findings stemmed from a small-scale study that lacks generalizability, the paper provided valuable suggestions for implementing specific game activities to enhance targeted skills and language areas in primary English education However, the distinct roles of Native English Speaking Teachers (NESTs) and Non-Native English Speaking Teachers (NNESTs) at the center were not clearly defined.
Nguyen Thi Ngoc Anh (2015) highlighted the positive parental attitudes towards their children's English learning, emphasizing the significance of English for both academic success and future career opportunities Parents expressed a desire for a well-equipped learning environment and a commitment to supporting their children's studies at home However, the author noted that this supportive attitude was not fully acknowledged in the research, which primarily focused on parents' perspectives regarding their children's English education.
As an English teacher in a primary school, the author observes the rapid growth of foreign language training companies, which not only conduct lessons at their headquarters but also implement marketing strategies targeting primary schools to establish teaching contracts This raises questions about the potential positive or negative effects of these strategies on parental attitudes and the influence of commercial aspects on school management The author aims to uncover these issues through research findings.
Research indicates that parental attitudes significantly influence students' learning methods and motivation Additionally, the commercialization of education can positively or negatively impact students' educational attitudes.
Despite existing research, there remain significant gaps in understanding how the marketization of English influences parents' attitudes toward their children's English learning This thesis aims to address this important issue and shed light on the critical role it plays in shaping parental perspectives.
RESEARCH METHODOLOGY
Research methodology
This study investigates how marketing strategies employed by private English language training providers affect parents' attitudes towards their children's English learning Conducted in a rural area near Hanoi, the research utilized a survey method to gather data and insights.
Survey research is a quantitative method that utilizes self-report measures from chosen samples (Dürnyei, 2003) Data was gathered from three distinct sources: a questionnaire aimed at parents, interviews with selected school managers, and advertisements from private English language training providers.
Setting
The study was conducted at Dong Tien Primary School in Khoai Chau district, Hung Yen province, which is the smallest public primary school in the district, comprising 10 classes and 350 students The school boasts a well-qualified and enthusiastic teaching staff, equipped with modern facilities that enhance both teaching and learning experiences Notably, the school features an English lab with essential resources such as a TV, course books, loudspeakers, and colorful visuals from an English language center, which significantly aids students during English lessons While several English training centers have sought collaboration with the school, the current partner was chosen for their active support in providing English learning equipment and teaching materials, as well as organizing training programs for teachers and sharing model lesson clips.
Twenty-three contests are designed to inspire young learners' passion for English, identifying and nurturing talented students from both schools and centers These competitions culminate in awards for outstanding English students at the end of the school year, motivating not only the learners but also their parents to embrace English education Additionally, English teachers benefit from these initiatives as they gain opportunities to teach extra lessons at the center, receive free training, and enhance their income.
The school’s young learners are engaged in two distinct English training programs: a mandatory program from the Ministry of Education and Training, consisting of four lessons per week, and an optional program offering an additional two lessons weekly This structure allows students in grades 3, 4, and 5 to enhance their English language skills effectively.
6 English lessons per week but ones of grade 1, 2 only study 2 optional lessons a week at school In order to attending optional English lessons, parents have to pay
Parents are willing to pay 250,000 VND for one term or 450,000 VND for two terms, as this investment allows their children to enhance their English skills through diverse teaching methods from both Vietnamese and foreign instructors.
Participants
The study involved 115 parents of students at Dong Tien Primary School in Khoai Chau, Hung Yen, with a notable response rate of 81.6% from mothers compared to only 18.4% from fathers This disparity can be attributed to mothers' active involvement in their children's educational activities The majority of respondents were aged between 30 and 35 years (60.89%), a period when their careers and social positions are typically stable, allowing them to dedicate more time to their children Most parents reported a monthly income between 5-10 million VND (58.4%), which is considered a medium income for their living standards, while only 19.5% earned between 10-15 million, and 16.8% reported incomes below 5 million Among the participants, teachers were the most actively involved, followed by workers, state officers, and office staff.
The study at Dong Tien Primary School highlights the careers and genuine needs of parents involved in their children's English education Parents were selected based on their willingness to share insights about their experiences, beliefs, and attitudes towards English learning The researcher, an EFL teacher at the school, had convenient access to conduct this study, which takes place in a region that reflects both urban and rural characteristics This research aims to provide a comprehensive overview of primary English language education.
The researcher conducted interviews with two principals and two vice principals from four primary schools in the district Their candid and enthusiastic responses significantly enhanced the practicality and usefulness of the research findings.
Data collection
Data collection involved administering survey questionnaires to gather responses and conducting direct interviews with distinguished leaders from various primary schools, as well as enthusiastic parents.
The study utilized bilingual questionnaires in Vietnamese and English, comprising 22 questions that gathered personal information, explored parental attitudes towards their children's English education at school, and identified key factors influencing their choices of English programs for their children.
A researcher developed a 22-question survey using Google Forms, distributing the link to parents at Dong Tien Primary School The survey ensured anonymity, as participants were not required to provide personal information like names, emails, or phone numbers, and could complete it in just 15 minutes Within three days, 114 responses were collected and analyzed using advanced data analysis tools available on Google Forms.
25 and shown on charts clearly so the author can easily investigate interesting information behind them
Four principals participated in a group interview via Zoom, where the author introduced herself and clarified the purpose and procedure of the discussion Conducted in Vietnamese, the structured interviews fostered a comfortable atmosphere for both the interviewers and interviewees Scheduled after school hours, the interviews ensured minimal disruption to their daily routines All sessions were recorded for reference, and the six interview questions were thoroughly answered, revealing commonalities in their responses aligned with the Education and Training Ministry's standards, while also highlighting unique perspectives that were noted and carefully evaluated.
In summary, the information the author got from 4 interviews are very useful and practical so it will be used for detailed purposes in this research.
Data collection instruments
Data was collected using three distinct instruments: a questionnaire distributed to willing parents, interviews with selected school principals and vice-principals, and an analysis of advertisements for English language programs offered by private providers This multifaceted approach aimed to gather insights into the perspectives of parents and school administrators while also identifying the strategies employed by private language program providers.
According to Dornyei (2003), referencing Brown (2001), a questionnaire is defined as a written tool that presents a series of questions or statements for respondents to answer, either by writing their responses or selecting from given options.
Dornyei highlights the efficiency of questionnaires in research, noting their advantages in terms of researcher time, effort, and financial resources However, he also points out significant drawbacks, including the simplicity of responses, potential unmotivation or unreliability of respondents, biases such as the halo effect and acquiescence, as well as issues related to self-deception, literacy, and fatigue from lengthy questionnaires In this study, the questionnaire was distributed online to parents, ensuring anonymity as they were not required to disclose personal information Participants completed the survey in approximately 15 minutes, resulting in 115 responses within three days.
Four principals who agreed to take part in the group interview were invited to join the interview via zoom because that period was affected by Virus corona
19 Both interviewer and interviewee felt comfortable during the interview so the information was got from interview can be said to be exact and reliable All interviews were recorded clearly and carefully as an useful reference of the research (see the interview questions in Appendix B)
The advertisements by private English language training providers
An analysis was conducted on advertisements for English language training programs aimed at young learners, distributed by private providers to parents The study focused on the persuasive language employed in these ads to encourage parents to enroll their children The goal was to uncover the strategies used by these providers to influence parents' attitudes toward their children's English learning and their willingness to invest in such programs.
DATA ANALYSIS AND FINDINGS
Marketing strategies used by private education companies to marketize English
Implementing promotional activities without a marketing strategy is akin to purchasing curtains for a house before having an architectural plan, as highlighted by Julie Chance (2020) Many private English training centers successfully employ diverse marketing strategies to capture the attention of parents and school managers Typically, these private education companies utilize posters as a popular advertising method, demonstrating the critical role of effective marketing in attracting their target audience.
Figure 4.1: The parental interest comes from poster advertisement
A recent survey revealed that 47.3% of parents are attracted to colorful posters featuring visual designs, images, and engaging text about English programs In contrast, 40.7% of respondents found the posters unattractive This data suggests that while poster marketing can effectively introduce English programs to parents, it may not be the most compelling method for all.
In addition to traditional advertising methods like posters and leaflets, promotional videos and informative introductions play a crucial role in marketing English learning programs to children and their parents According to feedback gathered from questionnaires, the elements that captivate parents' attention include engaging visuals, clear program benefits, and testimonials from satisfied families.
Figure 4.2: The parental interest come from advertisement details
The pie chart reveals that advertising voiceovers and introductions dominate with 44.2%, followed by illustrative images at 38.2%, while the voice of the MC in promotional videos ranks last These statistics indicate that parents prioritize authentic content and activities related to English learning programs With clear and engaging visuals, along with effective voiceovers, parents can efficiently select the best programs for their children Consequently, 52.3% of parents believe that leaflets and video trailers significantly influence their choices in English learning programs.
When to be asked how parents knew about English language programs, there was a large range to be selected
Voice of MC on promotional videos
Figure 4.3: The parental interest comes from various resources of multi-media
Facebook's popularity as a platform for entertainment and information is undeniable, with many businesses investing heavily in advertising However, a significant number of these businesses do not achieve a positive return on their investment According to recent data, 53.10% of individuals prefer Facebook advertisements, followed by recommendations from friends at 43.40%, primary school teachers at 46%, and leaflets at 30.10% In contrast, traditional media such as television and magazines, along with modern platforms like YouTube, have much lower engagement rates, at only 18.60% and 16.80%, respectively.
Many multimedia resources promote the use of native-speaker teachers, often highlighting that "100% of teachers are certified native speakers." However, these claims can be misleading, as some advertisements also mention that Vietnamese teachers are university graduates and certified to teach English to foreigners This raises concerns about the credibility of such marketing strategies.
The next strategy they use is the promotion of innovative teaching methods, which are so ambiguous such as ― Learners are taught with the vision-enhanced
30 technique (Tac dong cua thi truong qua hinh anh) and the theme-based experiential model of learning.‖ ( Mo hinh hoc tap trai nghiem)
Neoliberal discourse is prevalent in advertisements promoting English language learning, with slogans like "Learning English – Constructing a Sustainable Future," "Learn English Today, Success Tomorrow," and "Excellent English: Hunting Jobs at International Companies; Communicating with Global Friends; World Traveling." These phrases highlight the perceived benefits of mastering English, emphasizing its role in achieving personal success, global communication, and career opportunities.
The dominant strategy in the advertisement focuses on fee discounts and material benefits, appealing to parents' interests For instance, promotions included a 35% discount for registering at the Pho Hien program and a 150,000 VND voucher for parents who successfully referred others Analysis of data on parents' mental factors confirms that these policies on discounts and incentives are both effective and appealing.
Figure 4.4: The mental factors affecting parents
The graph highlights key factors influencing parental attitudes toward their children's English learning programs Tuition fees are the most significant factor, with 81.4% of parents indicating that reasonable costs attract them Additionally, 71.2% believe that proficiency in English can lead to better job opportunities for their children Furthermore, 69.8% recognize that learning English enhances their children's overall development Economic conditions also play a role, as parents with higher living standards are more willing to invest in English tuition Lastly, while 39% of parents desire their children to study English for competition with peers, this concern is notably less prominent than the other factors.
English training centers and private companies implement robust marketing strategies through various channels, including multimedia advertisements, posters, leaflets, signboards, and promotional videos Their goal is to inform parents, school managers, and young students about their offerings, which include native-speaking teachers, innovative teaching methods, and a modern, well-equipped learning environment They emphasize their commitment to quality education at reasonable prices, along with numerous discounts and additional benefits.
Parents‘ attitudes towards children‘s learning English at primary schools
Parents' attitudes, including support, pressure, and anxiety, significantly influence their children's future decisions, particularly regarding career choices These attitudes are crucial in fostering students' self-confidence and motivation for academic success Additionally, there is a notable correlation between parents' income levels and their involvement in their children's English language programs; higher income levels often lead to increased engagement and a stronger positive attitude toward these educational initiatives.
33 language programs Acknowledged this important role of them, the author analyzed data carefully to explore parental attitudes at Dong Tien primary school.
4.2.1 Parents’ awareness of English important role
The analysis of questions 11 to 14 provided insights into the marketization of English education centers, particularly regarding the motivations of parents at Dong Tien Primary School One key question explored why parents prefer their children to enroll in optional English programs offered by these centers, revealing significant factors that drive their decision-making.
Figure 4.5: The parental reasons of applying for optional English program
The graph highlights that the primary reasons parents prioritize English education for their children include the desire for early exposure to the language (70.8%) and the opportunity for their children to enhance their English communication skills (55.8%) Additionally, parents value increased lessons with foreign teachers (21.2%), engaging and enjoyable programs (23%), assistance in reviewing lessons (18.6%), improved academic performance (17.7%), and affordable fees (15.9%).
Besides, the data reveals clearly parents‘ care toward their children‘s early learning English.
Figure 4.6: Parental ideas about the first time to learn English
The pie chart illustrates the distribution of ages at which children begin learning English, with kindergarten, grade 1, and grade 3 as the categories Notably, 56.1% of parents opt for their children to start English at the kindergarten level (ages 3-5), the highest percentage among the groups This is followed by 31.6% of parents choosing grade 1 (age 6) as the starting point, while only 12.3% select grade 3 (age 8) These figures indicate that a majority of parents recognize the importance of early English exposure for their children, leading to a higher preference for grade 1 as the initial grade for English education.
Figure 4.7: Parental ideas about the first grade to learn English at school
The English learning landscape at Dong Tien Primary School reveals a distinct distribution among different grade levels, as illustrated by a pie chart Kindergarten students represent only 31.2% of English learners, while grade 1 students account for a significantly higher 53.1% In contrast, just 15.7% of children begin learning English in grade 3 This data highlights the optional nature of English education for students in grades 1 and 2, where parents bear the cost of tuition Conversely, English becomes a compulsory subject in grade 3, offered at no additional fee for students enrolled in the Ministry of Education's program.
It can be understood that parental interest in learning English at the early age leads higher English lesson frequency per a week
Figure 4.8: Parental ideas about English lessons per week
The analysis of the current English curriculum reveals a clear and understandable percentage distribution regarding parental choices for their children's English lessons Parents opting for "2 lessons" typically have children in grades 1 and 2, where English is an optional subject In contrast, those selecting "4 lessons" or "6 lessons" generally have children in grades 3, 4, and 5 Notably, the highest percentage of parents—85%—choose "6 lessons," indicating a strong preference for English as an optional subject across grades 1 to 5 Conversely, 15% of parents prefer "4 lessons," suggesting that their children engage in only 4 compulsory English lessons in grades 3, 4, and 5.
Data analysis reveals that many parents recognize the global significance of English and its growing importance for their children's future success and high-paying job opportunities A significant number of parents believe that early English language acquisition is crucial, leading them to introduce their children to English as early as kindergarten or grade 1, often investing in tuition for this subject Even by grade 3, parents continue to allocate resources for both compulsory and optional English education However, some parents feel that prioritizing Vietnamese and Math is more important, leading to dissatisfaction among school principals who advocate for full enrollment in optional English programs.
4.2.2 English teaching program’s vital role
Parental responses regarding English programs in schools indicate that while English is optional for grades 1 and 2, it becomes compulsory for students in higher grades A small percentage of parents of students in grades 3, 4, and 5 choose not to enroll their children in additional English lessons beyond the mandatory curriculum.
Figure 4.9: Parental ideas on choosing English program
From the pie chart, it is clear to see that the largest percent (53.7%) is
A significant 35.1% of parents view English language learning as optional, while only 11.2% consider it compulsory This indicates a strong and positive attitude among parents towards dedicating more time to English education for their children.
According to the analyzed data, 89.30% of parents believe that their children should have access to an optional English program in addition to the standard curriculum set by the Ministry of Education and Training, while only 10.70% disagree This perspective aligns well with the insights shared by primary school principals during their interviews, reflecting the practical needs of the educational environment.
As an English teacher at Dong Tien Primary School, the author gathered valuable insights from research questionnaires and interviews with school principals The findings reveal that parents are highly invested in their children's English education, recognizing that first and second graders have only two optional English lessons per week, while students in grades three to five have four compulsory lessons Interviews with principals indicate that primary school teachers predominantly emphasize vocabulary and grammar, employing traditional teaching methods that prioritize teacher-led instruction over student engagement Aware of this limitation, many parents opt for additional English lessons for their children, aiming to enhance their listening and speaking skills for better communication Parents expressed joy when their children participate in English plays and take pride in their recognition as talented students in English They attribute their children's success to the encouragement and dedication of their English teachers, highlighting the importance of passionate teaching in achieving positive learning outcomes.
English teachers should design lessons that enhance students' active listening and speaking skills Incorporating play into English lessons not only fosters natural language acquisition but also supports physical and mental development Consequently, a dynamic English learning environment is highly valued by many parents.
A well-equipped classroom, international standard course books, engaging activities, and native teachers are crucial elements that enhance the English learning environment for young learners Research indicates that parental attitudes significantly influence the perception of these environmental factors in the language acquisition process.
Figure 4.10: The most attractive factors on material for parents
The pie chart reveals that 34.5% of respondents prioritize good facilities and well-equipped rooms for comprehensive English development, marking it as the highest-rated factor Following closely, 28.8% value various classroom activities and practical extracurricular opportunities In contrast, the factors of "international standard course books for various ages and different abilities" and "close and friendly parents-school relationships" received lower evaluations, at 16.8% and 17.7% respectively.
Good facilities, well- equipped rooms to develop comprehensive English
International standard coursebooks for various ages and different abilities
Various classroom activities and practical extracurricular activities
Close and friendly parents- school relationship
An essential aspect of fostering English language acquisition is the creation of a supportive learning environment English training companies often collaborate with primary schools to provide well-equipped classrooms featuring televisions, loudspeakers, course books, and engaging visuals This setup ensures that students experience a comfortable and friendly atmosphere, alleviating stress during lessons The involvement of skilled English teachers, known for their natural and accurate pronunciation, also captures parents' attention Their dynamic and interactive teaching methods, which blend learning with games, ignite a passion for English in children, making the learning process both effective and enjoyable.
4.2.4 Real achievements in English are highly appreciated
Impacts of those strategies on parents' attitudes towards students' English
It cannot deny that the marketing strategies of language training centers are rather effective but impacts of them on parenal attitudes are both positive and negative
Private education companies often employ attractive marketing strategies that foster positive attitudes among parents through effective school-parent interactions A survey of parents at Dong Tien primary schools reveals that many are workers, teachers, or office staff with limited English proficiency, making it challenging for them to assess the quality of English programs for their children Consequently, they often rely on guidance from teachers and school leaders to enhance their children's abilities and future prospects The affordable tuition of 450,000 VND per year for an optional English program, which includes two lessons a week, further encourages enrollment Additionally, witnessing the success of students in English contests inspires parents to hope for similar achievements for their own children Overall, these factors have positively shifted parents' attitudes toward their children's English education.
4.3.1.1 Parents support their children learning English actively
It can be said that where there is healthy support of parents, there will be an excellent learning orientation of the children First of all, they can encourage their
To support children's continuous improvement in English, parents can utilize smart devices with internet access to expose them to English songs and engaging short stories, even if they lack proficiency in the language For those with higher social status and income, investing in reputable English classes can significantly enhance their children's language skills Ultimately, children are motivated to learn English voluntarily, leading to noticeable progress in their language proficiency and opening up future opportunities for them.
4.3.1.2 Parents have higher pressure on their English learning achievements
Parents invest time, money, and ambition into their children's achievements, hoping for a bright future They often encourage their children to study harder and closely monitor their academic activities, including study hours, extracurricular involvement, homework completion, exam schedules, and teacher evaluations While their intentions are positive, this approach can inadvertently create significant pressure on their children.
While education training companies are generally supported by cooperative schools, some parents express skepticism towards their marketing strategies Parents with lower income and aspirations often undervalue their children's hard work in learning They also argue that English classes with 35-40 students are too crowded for effective speaking and listening skill development Although tuition for optional English programs may be affordable, it may not benefit shy students who struggle with communication To achieve significant improvements, parents need to invest considerable time and resources in their children's education.
43 extra English lessons at the English centers In some cases, it is difficult for them because of their low income
In short, these marketing strategies not only put their impacts on parental attitudes but also school managers‘.
School managers‘ attitudes towards the services of these private English
The author recorded 4 interviews and note down the main ideas as follows:
Question 1: Why do you choose to cooperate with your current partner?
The reasons why primary schools prefer to cooperate with their current
English language partner because of following reasons:
The collaboration between schools and partner centers not only benefits English teachers but also enhances the learning experience for students Well-equipped English labs, furnished with televisions, loudspeakers, coursebooks, and engaging visuals, create an ideal environment for language acquisition Additionally, English teachers gain access to E-learning lesson plans, instructional videos, and training on innovative teaching methods This partnership also provides financial support to schools, further reinforcing the advantages of this cooperative relationship.
Schools offer comprehensive coursebooks featuring professional lesson plans and engaging teaching programs, enabling young learners to achieve their educational goals Additionally, the tuition for the optional English program is affordable, allowing students to learn from native speakers who bring enthusiasm and excitement to the classroom experience.
Question 2: What are the differences between the teaching methods of that partner‟s teachers and your school‟s teachers?
The goal of hiring partner teachers is to enhance and broaden students' knowledge for more effective and practical learning While many school teachers rely on traditional methods that emphasize vocabulary and grammar structures, partner teachers tend to develop well-structured lesson plans that foster deeper understanding and engagement.
Enhancing students' listening and speaking skills can be effectively achieved through the use of projectors or televisions by incorporating games, singing English songs, and role-playing activities These engaging methods encourage active participation, allowing students to practice their English in a natural setting Additionally, offering small rewards can motivate learners, leading to improved pronunciation and quicker responses in communication.
Partners' teachers receive specialized training in vocabulary, pronunciation, and grammar from foreign experts, followed by practical teaching experience High-quality teaching clips are shared on the company's website, serving as valuable references for educators This open and widely recognized teaching method has gained popularity both nationally and internationally However, official primary school teachers often face limitations in their teaching abilities and methods, constrained by local or provincial regulations.
Question 3: What are the benefits obtained from your cooperation toward young learners?
Certain sections of the mandatory English curriculum in schools can be dull or misaligned with students' abilities Therefore, teachers are encouraged to select appropriate lessons from their own course materials to better engage their students.
For just 450,000 VND per year, students can participate in two optional English lessons each week, allowing them to interact with native speakers early on This exposure enhances their understanding and confidence in communicating in English.
Question 4: What are you dissatisfied about that partner‟s training quality?
Our collaboration faces several challenges that hinder student progress Firstly, the varying levels of student knowledge and the overcrowded classrooms limit the overall quality of learning Additionally, many English teachers at the center are tourists who teach as a means of earning a living during their travels in Vietnam, resulting in ineffective methods for teaching vocabulary, listening, and speaking Lastly, although our Vietnamese teachers are well-trained and creative, their lack of experience makes it difficult for them to manage large classes of young students effectively.
Question 5: What do you want to do more for your own school‟s learning and teaching English?
Many partner teachers are native speakers, but some may be tourists who speak fluent English with a perfect accent However, their lack of teaching certification often leads to teaching methods and knowledge that may not be ideal for young learners.
Partner should provide more interesting clips, pictures to assist students to study effectively
After finishing English training program at primary school, young learners can get an international certificate in English or they can practice daily conservations confidently
Question 6: What do you worry about English education at your school?
Students‘ knowledge and ability can be improved practically, not because of following achievement
Amount of parents do not pay attention to their children‘s learning English because they think that the most important thing for their children is studying Vietnamese and Maths
The insights gathered from four interviews are highly valuable and will be utilized for in-depth analysis in this research This data reveals both the advantages and disadvantages of marketing strategies on the attitudes of school managers.
4.4.2 Positive attitudes towards the services of these private English language training providers
Leaders interviewed expressed strong positive sentiments about their private English language training providers Primary schools favor their current English language partners for several compelling reasons.
On the field of economic benefit, not only school and English teaching teachers but also students are profitable Normally, school‘s well-equipped English
The 46 lab, supported by a partner center, offers essential resources such as a television, loudspeaker, course books, and engaging visuals to create an effective English learning environment for students Additionally, English teachers benefit from E-learning lesson plans, instructional video clips, and training on innovative teaching methods This collaboration also provides schools with financial support, enhancing their educational capabilities.
Schools offer comprehensive course books and effective lesson plans that enhance training benefits for young learners, ensuring they achieve their educational goals Additionally, the affordable tuition for the English optional program allows students to learn from native speakers, who bring enthusiasm and engagement to the classroom experience.
Students are demonstrating increased self-confidence and engagement in their studies, particularly in English This is evident in the growing number of talented English students and the rising enthusiasm for the language, as showcased by participation in school English contests.
4.4.3 Dissatisfied attitudes towards the services of these private English language training providers
While school leaders express overall satisfaction with their English training partners, they identify several limitations in the collaboration They note that the quality of student improvement is hindered by the unequal knowledge levels among students and the overcrowded classrooms, leading to a desire for smaller class sizes to enhance learning outcomes Additionally, many English teachers are tourists in Vietnam, which affects the effectiveness of their teaching methods in vocabulary, listening, and speaking Furthermore, although Vietnamese teachers are well-trained and creative, their inexperience in managing large classes of young students poses challenges Leaders emphasize the need for these teachers to focus on effective class management techniques and to engage all students throughout the lesson.
Summary
In this chapter, the author thoroughly analyzes data gathered from questionnaires, interviews, and advertisement posters, alongside multimedia methods utilized by private education companies in Hung Yen province This comprehensive approach clarifies and strengthens the persuasiveness of the research questions.
This study investigates how the marketization of English influences parents' attitudes towards their young children's English learning at Dong Tien Primary School It aims to uncover parents' opinions on their children's English education and the primary marketing strategies employed by English training companies that shape these attitudes The findings reveal significant insights into parental perceptions and the impact of marketing on English language education.
Parents acknowledge the significance of English in their children's education and future careers, emphasizing the need for a conducive learning environment and effective teaching curriculum They aspire for their children to attain tangible results, fostering self-confidence in everyday English conversations and the potential to earn international certifications that can lead to promising opportunities worldwide.
English training companies employ effective marketing strategies, as revealed by data analysis from surveys and interviews They clearly and attractively define their English teaching programs, ensuring that school leaders, teachers, and parents recognize the benefits of collaboration By targeting primary students, these companies conduct detailed surveys to enhance teaching quality and increase engagement from parents and students, showcasing student achievements throughout and after training They effectively raise parental awareness of their programs through various advertising methods, including posters, leaflets, signboards, videos, and program introductions Notably, they utilize Facebook to maintain close and friendly relationships with parents and primary school teachers, reinforcing their connection with customers.
To ensure long-term success, it is crucial for training programs to prioritize maintaining high quality and credibility Adhering to contract terms builds trust with customers, while consistently delivering positive training outcomes is essential for meeting parents' expectations Failure to achieve these standards can lead to a decline in student enrollment, as parents are unlikely to trust a program that does not fulfill their hopes for their children's education.
Parents exhibit mixed attitudes toward their children's English language learning, influenced by the marketization of English education Regardless of whether their views are positive or negative, they support their children’s participation in two types of English programs at school This commitment results in extended English learning time, which can lead to improved language skills for the students.
School managers, parents, and leaders of private education companies must consider several key implications School leaders should prioritize selecting training partners for English language instruction based on their quality and long-term reliability rather than being swayed by appealing economic policies Parents should approach advertisements and fee discounts from training companies with skepticism, focusing instead on the tangible benefits their children gain from each course Lastly, leaders of educational centers should emphasize both effective marketing strategies and genuine training quality to establish a trustworthy and sustainable presence in the education market.
2.Limitations of the study and suggestion for further study
The primary limitation of this study was its narrow scope, focusing solely on a questionnaire survey conducted with parents at Dong Tien Primary School, where the author is employed, along with interviews with four leaders from primary schools in Khoai Chau, Hung Yen Province Additionally, the author did not gather detailed marketing strategies from any educational training companies collaborating with the school.
The study's limitation involved focusing solely on parents from a single school location where the researcher is employed This constraint restricted the research, preventing its implementation across various schools with diverse learning environments.
The research fails to address the outcomes of young learners enrolled in affordable optional school programs versus those participating in expensive extracurricular programs at centers As a result, it does not provide a comparison of parental attitudes towards these different types of training.
This study examines how the marketization of English influences parents' attitudes toward their young children's English learning in a public primary school The findings can guide education training companies in developing their programs Future researchers interested in marketing strategies for English education are encouraged to investigate well-known English training centers to gain further insights.
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