This helps them establish a positive image within the community and garner interest from environmentally conscious students, leading to enhanced reputation and trust from students, paren
Natural environment
Opportunities
Developing the economy towards green and sustainable growth is currently a top priority and a goal that every nation is striving to achieve, aiming for economic prosperity, environmental sustainability, and social equity This involves moving towards a green economy, carbon neutrality, and contributing to the goal of limiting global temperature rise For Ho Chi Minh City, green growth is not just a necessity but also an opportunity to become a pioneering locality, keeping pace with global development trends.
In order to meet the demands of the era regarding green growth goals, creating an image of a sustainable company or educational institution has become a crucial factor in attracting students and collaborating with partners Focusing on activities and initiatives to protect the natural environment can help English language training centers in Ho Chi Minh City build a positive reputation within the community and attract the attention of environmental advocates English language training centers in
Ho Chi Minh City recognize the importance of engaging in environmental protection activities They cooperate with non-profit organizations to jointly carry out environmental clean-up initiatives This helps them establish a positive image within the community and garner interest from environmentally conscious students, leading to enhanced reputation and trust from students, parents, and society, thereby increasing competitiveness and effectiveness in the English language training market.
Proactive response: EF (Education First) is a leading international education organization that offers short-term language study abroad programs in Ho Chi MinhCity, providing students with truly exciting experiences It's not just about learning a foreign language with international friends; it's about living in the very language you've long dreamt of mastering EF places a strong emphasis on sustainable branding and environmental protection, with some of its activities and policies related to the environment and sustainability including:
EF Tree Planting Program: EF has conducted tree planting programs to reduce greenhouse gas emissions and protect the environment They have committed to planting one million trees in recent years.
Greenhouse Gas Reduction Program: EF has set targets to reduce the greenhouse gas emissions generated by their activities by using clean energy and implementing energy-saving measures.
Sustainable Training System: EF has developed courses and training programs on sustainability and the environment to raise awareness and educate their students about environmental issues.
EF is one of the first international education organizations to make an ambitious carbon commitment: achieving carbon negativity starting in 2021 and aiming for carbon neutrality, eliminating all direct or indirect carbon emissions related to EF programs since its establishment in 1965 (Achieving carbon neutrality means balancing carbon removal from the atmosphere with the carbon emissions generated by activities such as flying, bus transportation, office space operations, and student housing) Through this campaign, EF aims to spread the message and hopes that other organizations, both within and outside the industry, will join in the commitment to achieve this carbon neutrality goal.
1.1.2 Demand for environmentally-experts human resources
With climate change, there is a growing need for education and research in environmental issues, climate change, and sustainability This can drive the demand for learning English to access and participate in international research communities and collaborations.
In recent times, international cooperation in the field of resources and the environment has contributed to promoting environmental protection activities in our country, such as mobilizing funds, enhancing scientific and technological capabilities in the field of resources and the environment, adopting modern methodologies, and incorporating international experiences into environmental management efforts.
Specifically, Vietnam is actively participating in 19 international agreements on the environment, with a focus on effectively implementing bilateral and multilateral agreements This includes promoting cooperative activities within the framework of Memorandum of Understanding signed with Laos, Russia, Poland, Japan, China, the Netherlands, Italy, South Korea, Cuba, and France It also involves considering, reviewing, and submitting relevant authorities for the signing of department-level Memorandum of Understanding on environmental protection and climate change adaptation with potential international partners.
As a result, the demand for experts with knowledge of the environment and sufficient English language skills to engage in environmental projects and climate change research is increasing English language training centers can identify opportunities in developing specialized courses for learners interested in this field This can help generate new revenue streams and attract a large number of students interested in environmental issues.
Proactive response: English is not just an internationally recognized language with a vital role in education and research; it also fosters global connectivity, making it easier for individuals to communicate and collaborate in an international setting A strong foundation in English is essential for the younger generation to keep pace with global development trends.
Recognizing the significance of English in the path to international integration, in August 2023, the British Council inaugurated two new teaching centers at 71 Hoang Van Thai Street, Tan Phu Ward, District 7, and 20 Cong Hoa Street, Ward 12, Tan Binh District, Ho Chi Minh City This effort aims to position English as a crucial key to empowering the young generation of Vietnam to confidently engage in international integration.
Threats
Air pollution occurs when the quality of the air is compromised and altered by pollutants to a level that can be harmful to human health, wildlife, and the natural environment Air pollutants include gasses such as ozone, nitrogen oxides, sulfur dioxide, carbon monoxide, and non-volatile organic compounds These substances can lead to health problems such as respiratory issues, cardiovascular diseases, cancer, and adverse effects on natural ecosystems Air pollution is a global issue, and measures to control and reduce pollution are being implemented worldwide to protect health and the environment.
Over 430 million tons of plastic are produced globally each year, with half of it designed for single-use purposes and less than 10% being recycled It is estimated that approximately 19-23 million tons of plastic end up in lakes, rivers, and oceans annually.
Microplastic particles, approximately 5 mm in diameter, infiltrate into food, water, and the air It is estimated that each person on the planet consumes over 50,000 plastic particles annually, even more when considering inhalation Single-use plastic disposal or incineration poses health risks to humans and biodiversity.
These hazards include an increased risk of respiratory diseases due to air pollution, particularly from pollutants such as fine particulate matter (PM2.5) and ozone, leading to conditions like pneumonia, asthma, and lung degradation Furthermore, the greenhouse effect contributes to mental health issues due to rising temperatures and climate change, causing stress, anxiety, depression, and affecting sleep quality It also has negative impacts on daily life, causing discomfort at work, reducing labor productivity, and jeopardizing sustainable community development According to data from the National Institute of Meteorology and Hydrology of Vietnam in 2022, the annual average PM2.5 index in Ho Chi Minh City was 26,946 μg/m³, exceeding both the national limit (25 μg/m³) and the WHO's 2021 limit (5 μg/m³) The PM2.5 index is one of several factors contributing to exceeding CO2 emission levels, leading to various health issues, from respiratory problems to cancer and cardiovascular diseases.
The government has issued Decree 08/2022/ND-CP to guide the implementation of the Environmental Protection Law of 2020, which includes provisions for temporarily suspending educational activities in cases of severe air pollution The application of emergency measures in cases of severe air pollution is a new addition in Decree 08/2022/ND-CP, in line with the requirements of the Environmental Protection Law of
2020 This decree became effective on January 10, 2022, replacing Decree 19/2015/ND-CP The temporary suspension of education in the event of severe air pollution is of paramount importance to protect the health and safety of individuals, particularly students and staff in educational institutions This measure serves as an urgent and temporary action to safeguard health and ensure safety in severely polluted air environments Furthermore, it plays a crucial role in raising awareness about air pollution and promoting measures to reduce pollution and protect the environment.
The issue of pollution is not only a challenge for the environment but also directly affects the health of the population, including students and teachers in training centers. Air pollution and poor-quality drinking water can cause health problems, create community anxiety, and potentially affect participation in training center activities. This necessitates that training centers ensure a safe and healthy learning environment for students and staff.
Proactive response: Faced with the increasing severity of pollution's impact on health today, training centers can promote environmental awareness within the learning community by organizing environmental protection programs and encouraging students to participate in environmental protection activities Recently, on September
1, 2023, the British Council organized a climate storytelling event in Ho Chi Minh City The project provided an opportunity for participants to develop Respira-Tree mobile devices for real-time air pollution monitoring, delve into excerpts from the documentary Nine Earths, contribute to video archives, and collect ethnographic data while engaging in discussions on climate and the natural environment Additionally, the center conducted educational activities on climate change for teachers and students at secondary schools This project contributes to the objectives of the Ministry ofEducation and Training's national focus program on coping with climate change.
Climate change affects everyone and all aspects of social life By enhancing networks and relationships among people, the British Council is contributing to increased understanding of climate change response cases and leading in the implementation of international agreements to address climate change threats.
1.2.2 Pollution leading to traffic congestion and flooding
Ho Chi Minh City, with over 2,000 canals and ditches within its city limits, has experienced severe pollution As much as 60%-70% of the lengths of canals within the inner city are heavily polluted, primarily with organic matter and coliforms With over
430 million tons of plastic produced globally each year, half of it designed for single- use and less than 10% recycled, it is estimated that approximately 19-23 million tons of plastic end up in lakes, rivers, and oceans annually.
Air pollution in the city is mainly caused by suspended dust particles and vehicle- related activities Air quality monitoring data indicates that carbon monoxide (CO) levels in the air have been generally decreasing However, in the first six months of the year, there was a significant increase in CO levels observed at various locations such as An Suong, Huynh Tan Phat - Nguyen Van Linh intersection, Hang Xanh, and Go Vap Pollution not only affects the natural environment but also impacts the transportation system and the safety of students Traffic congestion and adverse weather conditions can pose obstacles for students and teachers traveling to and from educational centers.
In addition to water and air pollution, Ho Chi Minh City also faces other forms of pollution such as noise pollution, light pollution, and particularly the issue of flooding on many of its roads.
Flooding: Ho Chi Minh City has 15 major arterial roads and numerous alleyways (especially in suburban areas) that frequently flood during heavy rains, with three areas regularly affected:
The first area includes roads like Le Van Tho, Le Duc Tho, Nguyen Van Khoi in GoVap District.
The second area is in the "Western Quarter" of Thu Duc City, comprising roads like Thao Dien, Quoc Huong, Nguyen Van Huong.
The third area is in the old Thủ Đức market area, with roads like Vo Van Ngan, Dang Thi Ranh, Duong Van Cam, Kha Van Can (Thu Duc City).
Additionally, serious flooding is occurring in District 7.
Flooding in Ho Chi Minh City is not just a recurring issue but also a significant lesson in the interaction between the environment and businesses In the modern era, climate change is having a profound impact, and Ho Chi Minh City is no exception Heavy rains and floods are on the rise due to climate change, directly affecting opportunities and challenges in English language education Weather changes and increased heavy rainfall frequencies have posed significant challenges in maintaining the stability of English language training centers Heavy rain can lead to rapid flooding, disrupting students' and teachers' study schedules and communication This can affect the learning experience and lead to student dissatisfaction Additionally, flooding impacts the business prospects of English language training centers Maintaining operations in an unstable weather context becomes more challenging, potentially affecting profits and the reputation of the center.
Proactive response: Faced with the increasingly pressing issue of pollution in Ho Chi
Economic environment
Opportunities
2.1.1 Inflation and CPI downward trend
Table 3.1 Average CPI growth rate in months of 2023 compared to the same period last year (%)
According to the General Statistics Office, the Consumer Price Index (CPI) has been showing a decreasing trend in its monthly average growth rate, the CPI for the first seven months of 2023 increased by only 3.12% compared to the same period in 2022. This is a positive sign indicating that the average CPI for 2023 is expected to achieve the inflation control target of around 4.5% The reason behind this trend is the reduction in domestic fuel prices following the global market trend When fuel prices drop, students are more likely to attend language centers than online This will result in a significant increase in the number of students returning to traditional learning methods, downturning concerns about teaching quality due to the lack of direct interaction between teachers and students through online teaching.
Proactive response: The center has invested in infrastructure at its new branches, providing rooms for students to freely discuss, rooms for students to practice pronunciation, and various other amenities.This advancement by Wall Street English, based on reducing the financial burden of commuting for students, is a proactive response in an economic environment Leveraging its available capital, Wall Street English has confidently put forth measures to enhance the quality of teaching and create a more positive impression among its students.
Table 3.2 Top 10 provinces and cities with the highest average income in 2022
Based on the preliminary results of the 2022 Household Living Standards Survey by the General Statistics Office, Ho Chi Minh City ranks third in terms of average income, with an average income of 6,392,000 VND per person per month It may not have the highest average income among all provinces and cities in the country, ranking third indicates that Ho Chi Minh City's growth rate is gradually recovering, but at a slower pace.
With this advantage, the demand for educational services for self-investment or for children is expected to increase For instance, enrollment in English language courses at centers within the city's jurisdiction is likely to rise significantly Alongside this, there will be increasing demands for teaching quality, infrastructure, convenience, and other unique benefits that residents in the area are willing to invest in when registering for language centers.
Proactive response: Recognizing the opportunity presented by the improving living standards of the population, VUS (Vietnamese-American School) has introduced various educational programs catering to different age groups and diverse needs Apart from providing English language courses for individuals seeking certification, VUS also offers courses for elementary school children, busy professionals, and more The center has a proactive response which devised strategies based on its strengths to meet the demands of the market.
In the context of emphasizing economic integration, the benefits it brings to the Vietnamese economy in general and Ho Chi Minh City in particular have led to a significant increase in the demand for English language learning, expanding opportunities for the English training market.
Foreign investment not only provides capital but also brings benefits in sharing knowledge, experience, and international standards in the field of English language training It also promotes the development of the education sector and enhances the quality of teaching services in the English training market Knowing the potential of the English language training market in Ho Chi Minh City, some foreign investors have invested in language centers.
Proactive response: One familiar app for English learners is ELSA SPEAK.
Recognizing the context of foreign investment sources, CEO Văn Đinh Hồng Vũ successfully secured $7 million in funding from Gradient Ventures, Google's AI- focused venture fund And this demonstrates their initiative approach in seeking financial support before the market becomes more competitive and faces strong reactions from foreign competitors Instead of merely reacting after increased competition arises, they have taken a proactive and positive initiative to ensure growth and competitiveness in the industry.This has helped businesses plan English language training for their employees conveniently without the need to attend language centers.
2.1.3.2 Increasing demand for employment in multinational corporations
In our current “opening”, the demand of learning English is on the rise not only among students but also among the workforce According to CareerBuilder Vietnam, a subsidiary of the world's largest recruitment company from the United States, CareerBuilder, the company conducted a survey at the end of 2022 and the beginning of 2023 to select the top 100 most favored employers In the top 5, two multinational corporations, SAMSUNG and STAVIAN, made it to the list.
Therefore, the requirement for learning English to increase the chances of being selected for a job or to meet the English proficiency requirements of employers in the city has significantly increased among the workforce in the city.
Proactive response: As one of the leading English training centers, recognizing the trend of working for multinational corporations, the British Council has launched anEnglish language training program for businesses called myClass This exclusiveEnglish program is developed and taught in countries across East Asia The courses are modern and innovative, offering flexibility and a wide range of options to meet the diverse needs of businesses.
Threats
2.2.1 Decreased economic growth rate in Ho Chi Minh City
Overall, the economic growth of Ho Chi Minh City in the first quarter of 2023 has significantly declined, reaching only 0.7% and ranking 56th out of 63 provinces and cities nationwide, primarily due to the economic crisis Consequently, the income of the residents has also been affected This implies that the demand for self-investment in education as well as for children in terms of improving English proficiency is likely to decrease compared to previous years
Reactive response: To attract more students amid the slowing growth rate of the city,some English training centers are reducing tuition fees by 25% in September and offering interest-free installment support, which can be considered a "reactive" response in the economic environment of the English language training market. Instead of focusing on improving the quality of teaching or investing in facilities or mobile applications to support students, they have chosen to discount prices and provide financial incentives to attract students immediately While this strategy may help increase the number of students in the short term, it is not a sustainable method to compete with competitors and improve service quality It is essential to consider strategic measures and invest in enhancing the quality of teaching and services to attract and retain students in the long run.
Although economic integration presents an opportunity for the development of the English language training market, it also comes with unpredictable threats that may cause damage
2.2.2.1 The number of Vietnamese students abroad
Table 3.3 Number of Vietnamese international students studying abroad in some prominent countries and territories in 2022
Due to the government's strong investments and favorable policies from advanced countries like South Korea and Japan for Vietnamese students, Vietnam has seen a surge in the number of students studying abroad This has resulted in Vietnamese students ranking at the top among all nations in these countries Consequently, there is a high demand for learning languages like Korean to obtain visas and meet the requirements of universities A notable example is Seoul National University, which requires a minimum Korean proficiency level of TOPIK 3 excluding Korean language programs
Proactive response: Given the current situation of Vietnamese students studying abroad, the English training market must also compete with markets offering other languages Recognizing this reality, YOLA, a reputable language center, is planning to introduce Yola English, specializing in English training combined with skills development This will provide a foundation for young learners who plan to study abroad in the future YOLA has been proactive by using its strengths and reputation in the English training market to turn challenges into opportunities and expand its business.This can be considered a “proactive” response in the economic environment.
The labor export market presents an opportunity for young people to find attractive job opportunities with competitive salaries, but it is also a challenge to the English training market The total number of Vietnamese workers employed abroad was 59,645 workers (20,585 of whom were female) in the first five months of 2023 This figure represents 54.2% of the annual plan for 2023 and is more than 1.9 times higher than the same period last year Among these workers, Japan is the leading destination for Vietnamese labor, followed by Taiwan (China) with 26,201 workers.
This trend indicates that the English training market is gradually cooling down in response to the increasing demand for learning other languages to serve the growing labor export market Therefore, English language training centers must develop programs that can attract more students in this changing landscape.
Proactive response: EIV Education, an English language center in Ho Chi Minh City, has published an article on the topic of visa interviews for individuals planning to work abroad in English-speaking countries This not only helps improve English proficiency and gain valuable experience but also enhances the center's reputation,attracting more attention The result of this proactive response is, the center will have a larger customer base as more people become aware of it.
Demographic environment
Opportunities
The English learning market in HCM City is a dynamic and ever-expanding industry that offers a plethora of opportunities for businesses Some factors such as globalization, international travel, and the importance of English in various fields, have created a favorable environment for growth and innovation.
3.1.1 Exploding demand for learning english
Ho Chi Minh City comprises 19 urban districts and 5 suburban districts, covering an area of 2,061 square kilometers The population density was estimated to be 4.292 people per square kilometer As of January 2023, according to the World Population Review website, the city's population exceeded 9.3 million people With such a high population density, the demand for English language learning is on the rise, making Ho Chi Minh City one of the thriving markets for English language training centers in the country with the ambition to expand nationally.
Reactive response: After a significant increase in demand for learning English due to overpopulation, English language centers may start registering for additional classes and enhance advertising campaigns to seize this opportunity: open more classes in the evenings or on weekends to meet the learners' needs The English language center TalkFirst offers ten flexible learning time slots every day, specializing in tailored content and teaching methods for all learners, especially those with busy schedules
3.1.2 Population analysis and geographic distribution
Ho Chi Minh City has a diverse population in terms of age, ranging from children to adults and the elderly This diversity raises questions regarding the need to provide suitable education programs for each age group Many students have varying educational levels, ranging from beginners in English to those with basic or advanced knowledge
Proactive response: To meet these diverse needs, many businesses have organized classes based on age and educational proficiency For example, the VUS English Language Center has developed courses for adults who need to regain their English skills, whereas the Apollo English Language Center uses the FLIP method combined with well-designed and detailed curricula to comprehensively develop skills for learners
The uneven distribution of schools and English-language education facilities in different areas is another challenge Some districts have more schools, whereas others lack one. However, the population is gradually moving to suburban areas with increasing density in districts such as Binh Tan, District 12, and Binh Chanh Factors such as urban development policies and rising prices in city centers contribute to this migration
Proactive response: Consequently, many businesses seize the opportunity to open additional training centers in these areas to meet the demand for English language learning conveniently, without the need to travel to the city center For instance, the ILA, a language center, has adapted to the city's changing demographics by opening 20 branches in various districts of Ho Chi Minh City, not just focusing on the city center, including locations such as the Center Mall (Satra Pham Hung) and ILA Binh Tan This is a proactive response.
Adjusting the curriculum, changing teaching methods, and developing English language courses that cater to specific learning needs (such as exam preparation or everyday communication) allows businesses to pinpoint the exact learning requirements of their students Consequently, many language centers have developed flexible courses that focus on practical applications
Proactive response: As ACET offers "First Steps English", a program designed for middle school students, combining a clear roadmap for English language education orientation (EAP - English for Academic Purposes) with a balanced approach to General English, Academic English, and conversational English This provides graduating middle school students with a strong English language foundation and rich test-taking experiences
3.1.4 Increased demand for english certifications
Starting in 2020, the Ministry of Education and Training exempted and scored 10 foreign language subjects in the high school graduation exam for students with IELTS scores of 4.0 or higher (or equivalent English language certificates) In Ho Chi Minh City, nearly 7,900 students were exempted from the foreign language graduation exam in 2022, an increase of approximately 2,000 compared to the previous year At the university level, international foreign language certificates are used in the admission process and are recognized as standard outcomes Universities, such as FTU and HCM UTE, have also introduced admission through foreign language certificates With a large population, high demand, and increased competition to meet societal aspirations, the number of candidates taking English certification exams, such as TOEIC and TOEFL, is rising In Ho Chi Minh City, 278 examinations with 130,000 candidates were expected
Proactive response: Therefore, many language centers have initiated streamlined training programs using advanced technology, providing in-depth materials, and employing high- quality instructors For instance, the VUS English Language Center dedicated 80% of its class time to practical exercises, allowing students to interact with both Vietnamese and native English-speaking teachers to effectively enhance all four IELTS skills
The aging population in Vietnam, particularly in Ho Chi Minh City, is increasing In Ho Chi Minh City, the elderly make up 11.3% of the population, an increase of 0.32% from
Recognizing this trend, businesses have expanded their opportunities by offering English language programs designed specifically for older adults to attract more learners
Proactive response: the English Town introduced a separate English program for learners aged 40 years and above Understanding that the main goal for older learners is English for communication, the center has designed a teaching program that focuses on pronunciation,communication, and reflexes, without placing excessive emphasis on grammar or certification.
Threats
Besides, businesses and institutions seek to capitalize on this demand, they encounter a range of challenges in catering to diverse learners
On average, Ho Chi Minh City adds approximately 200,000 officially registered residents each year, two-thirds of whom are migrants from other areas Rapid population growth in urban areas is mainly due to migration and urbanization As a densely populated city, Ho Chi Minh City faces overloading in various aspects The consequence of this process is that educational infrastructure and teaching equipment do not meet demand The construction of standard national-level schools and foreign language education facilities is lagging.
Table 3.4 10 localities with the highest number of immigrants in the country according to the General Statistics Office
In 2019, Ho Chi Minh City was the region with the highest number of immigrants in the whole country, with 772,000 people, which was nearly 300,000 more than Binh Duong, which ranked second.
A population explosion can lead to an increased demand for education and higher requirements for English language instruction This poses challenges to the educational infrastructure and the improvement of education quality For instance, An Hoi Elementary School, one of the most crowded schools in the Go Vap District, needs classrooms and English language teachers.
3.2.1.2 Quality of english language instruction
Given the current widespread demand for learning English, quality of instruction is a critical factor to consider Taking advantage of this demand, some individuals falsified foreign language certificates and manipulated their scores for personal gain Consequently, the quality of instruction has declined, significantly affecting the English-language training market For example, there is the case of a female IELTS instructor (at a center in Go Vap) who consistently advertised her ability at an 8.0 proficiency level, but her actual test scores from seven exams in 2019 ranged between 6.5 and 7.0 Additionally, incidents such as those at the Fighter English Language Center, where they withheld teachers' salaries and sold low-quality teaching materials, eroded people's trust.
Ensuring the equal distribution of English language education for everyone in all areas of
Ho Chi Minh City is a significant challenge Improving the quality of English language education in schools across different districts and regions is an important goal To enhance the accessibility of highly qualified teachers and quality teaching materials, investments in educational infrastructure and support policies are needed to ensure that there is no significant disparity in access to and quality of education
Reactive response: The majority of RES branches are strategically located near schools, which reduces the challenges of commuting and provides convenient schedules for learners Spread across all districts, geographical distance will no longer be a hindrance on the way to pursuing the learning journey.
In conclusion, the demographic landscape of Ho Chi Minh City offers a wide array of opportunities and challenges for businesses operating in the Learning English market By understanding the specific needs and preferences of the city's diverse population, English language providers can tailor their offerings to meet the demands of students,professionals, and the broader community, ultimately contributing to language proficiency and social integration in this vibrant urban center.
Technological environment
Opportunities
4.1.1 Accessibility to extensive learning resources through technology
In the past, accessing learning materials often faced physical and time-related barriers. However, with technological advancements, people can easily access online learning resources from anywhere Interactive websites, online courses, e-books, and language learning apps have become diverse sources of information, ready to serve everyone's learning needs The main benefit of accessing this vast resource is flexibility and customization Learners have the freedom to decide their learning pace and choose topics that interest them This helps create a personalized learning environment tailored to their abilities and goals.
Proactive response: English language training centers and organizations are demonstrating a keen ability to harness the potential of accessing extensive resources to elevate the quality of education Thanks to the burgeoning technological landscape in Ho Chi Minh City, the English language training market has found effective avenues to leverage online learning resources
Specifically, Ho Chi Minh City has firmly established itself as a leading hub for fixed Internet speeds, boasting 75.10 Mbps download, 72.48 Mbps upload, and a mere 4 ms latency, as per Speedtest data from the fourth quarter of 2021 This has created a favorable environment for these centers and organizations to offer a diverse range of courses, spanning from comprehensive English language programs to specialized courses in various domains such as business, tourism, healthcare, and numerous other fields This truly marks a significant stride in ensuring that learning English becomes more accessible and effective than ever before.
The shift from in-person learning to online education is a significant advancement inEnglish language education, especially in the context of the Fourth IndustrialRevolution Technology has introduced a range of new learning materials and methods Language learning software such as Duolingo, Memrise, or Rosetta Stone exercises Online interaction between teachers and students through applications like Zoom or Skype facilitates flexible and convenient learning Online learning eliminates geographical and time constraints, enabling learners to participate in English courses from anywhere and at any time.
Proactive response: Covid-19 has prompted many businesses to invest in the development of online English courses to meet the growing demand for remote learning during the pandemic The accessibility to extensive resources has allowed them to create high-quality and flexible online courses.
For instance, the technological environment has enabled learners in Ho Chi Minh City to access English training programs regardless of their geographical location In higher education, the Ministry of Education and Training has issued regulations on the use of information technology in teaching Specifically, it has provided guidelines for the implementation of online learning through the use of information technology In secondary education, the Ministry has also actively promoted the creation of e-learning lessons through competitions To date, there have been four national competitions for designing e-learning lessons, with tens of thousands of teachers participating in building more than 5,000 high-quality lessons, contributing to an extensive online shared database.
This proactive response from businesses and the education sector reflects the adaptability and innovation within the community to ensure continued access to quality education, even in challenging times.
Table 3.5 The number of lecturers participating in online teaching at the University of
Technical Education, Ho Chi Minh City, over the years
Advancements in Virtual Reality (VR) technology in Vietnam have opened up significant potential in English language education VR technology is rapidly developing in Vietnam, and English language training institutions can leverage this technology to create rich learning experiences VR simulations can enhance language learning by providing real-life situations and creating more interactive and engaging learning environments Virtual environments closely mirroring reality through VR allow students to have more authentic learning experiences Instead of just sitting in a classroom and listening to lectures, students can participate in interactive and immersive activities, such as visiting museums, exploring new regions, or conducting experiments This helps students apply knowledge to real-life situations and develop practical skills for the future.
Proactive response: English language training businesses in Ho Chi Minh City have taken proactive steps to integrate new technologies into their teaching processes,enhancing the learning experience for students One notable example is the Prep.vn platform, which was launched during the pandemic to offer comprehensive test preparation Unlike traditional course-selling websites, Prep.vn tailors its curriculum to individual needs, providing a one-stop platform for learners.
A standout feature of Prep.vn is its virtual writing and speaking rooms equipped with AI-powered grading and correction accuracy of up to 90% In the writing room, students receive real-time suggestions as they compose essays In the virtual speaking room, learners experience authentic speaking tests, with their responses automatically recorded and evaluated Results are delivered within minutes, with specific errors highlighted and feedback provided, along with a higher-scoring essay generated while preserving the student's ideas.
Another example is the American Learning Lab (ALAB) English Language Center, which has embraced Industry 4.0 technology ALAB equips students with smart screens, computers, and tablet learning devices, facilitating interactive learning Cloud computing, big data, and AI are core components of ALAB's technology infrastructure The cloud stores all course materials, enabling quick updates and easy access to new knowledge Big data collects detailed learning data, while AI synthesizes and analyzes this information to tailor learning experiences Real-time reports help teachers track each student's progress and suggest personalized exercises for improvement.
Furthermore, there is a focus on interactive tablet technology, engaging students through multimedia content ALAB offers a Parent App, enabling parents to monitor attendance, evaluations, and AI-generated progress reports A Student App encourages collaborative learning at home.
Lastly, Ant Edu Joint Stock Company has partnered with Language Confidence, anAI-first company, to integrate AI technology into English language training programs.Language Confidence provides an API toolkit to support automated learning on various digital platforms This technology emphasizes voice assessment based onOxford Languages' pronunciation data, bolstered by AI The integration spans competency assessments, curriculum development, training, and final assessments,ensuring users develop proficiency in listening, speaking, reading, and writing skills.These examples illustrate the proactive efforts of English language training businesses in Ho Chi Minh City to leverage technology and enhance the quality of education for their students.
Threats
4.2.1 Lack of feedback and personalized interaction
In online teaching environments, especially with a large number of learners, creating interaction between teachers and students becomes challenging Technology can partially automate teaching, but it struggles with personalization Learners may feel distant and lack a personal connection with their instructors, which can affect their motivation and learning performance In online teaching, students often do not receive real-time feedback from instructors Waiting for feedback can diminish motivation and student engagement Students may also struggle with time management and self- regulation when they do not receive specific guidance from instructors This can lead to a lack of progress in learning English.
Proactive response: In modern education, the incorporation of interactive technologies is paramount By utilizing tools such as video meetings, online forums, and live chat, institutions can create real-time interaction opportunities that bridge the gap between instructors and students This fosters active engagement and facilitates immediate communication.
Furthermore, the integration of Artificial Intelligence (AI) adds a layer of personalization to the learning process AI algorithms assess individual students' progress and offer instant feedback, tailoring educational experiences to their unique needs and abilities.
To enhance the sense of community and connection, it's essential to establish online learning communities These platforms enable students to interact with peers, engage in group learning, and form personal connections that enrich their educational journey. However, one of the limitations of technology in the English language training market is its ability to provide feedback and personalized interaction, which is often limited compared to face-to-face teaching Although interactive platforms exist, they may not provide the same level of nuanced feedback and real-time interaction as a classroom environment between teachers and students A survey conducted by the University of Foreign Languages and Information Technology in Vietnam showed that 70% of students prefer traditional classroom learning over online courses due to the lack of feedback and personalized interaction (according to a study on student satisfaction with combined training in English language subjects - 2023).
Addressing this limitation is crucial for educators and institutions to ensure that technology-enhanced learning experiences provide the necessary feedback and personalization required for effective language training.
4.2.2 Technology disparities and lack of digital literacy awareness
The issue of technology disparities and a lack of digital literacy awareness are significant challenges in English language education in Ho Chi Minh City While the overall Internet usage rate seems high in Ho Chi Minh City, technology disparities still exist Certain areas and socio-economic groups still face limitations in Internet access and technical devices This creates a digital divide, affecting the ability to participate in online courses and access English language knowledge and training opportunities.
To address this issue, there is a need for investment in enhancing awareness and digital literacy training for the community, especially for those who lack technological knowledge.
Proactive response: Businesses have taken proactive steps to ensure that both instructors and students acquire fundamental digital skills This proactive approach aims to enable everyone to effectively utilize technology in the teaching and learning process.
Additionally, these businesses have recognized the importance of providing technical support services to assist instructors and students in addressing technology-related issues This support is available through various channels, including phone, email, or online chat, offering timely solutions to resolve technical problems as needed.However, it's essential to acknowledge that despite the overall increase in Internet usage, disparities in digital literacy persist in Ho Chi Minh City Not all individuals possess the same level of digital literacy, which can limit their ability to navigate and effectively utilize online English training materials A study conducted by the World Bank has revealed that only 43% of adults in Vietnam have basic digital skills This underscores the ongoing need for additional support and training initiatives to bridge the digital literacy gap and ensure that technology-enhanced learning remains accessible to all.
In summary, the application of technology in English language education in Vietnam offers opportunities to enhance language learning and increase access to learning resources and experiences However, challenges such as training and quality control need to be addressed to fully harness the potential of technology in English education.
Political and social environment
Opportunities
Ho Chi Minh City, one of Vietnam's leading economic, cultural, and educational centers, is witnessing significant development in the field of English language education Notably, the city's socio-political environment has generated a series of important opportunities, igniting the growth potential for businesses participating in the market Below, we will delve into how this socio-political environment creates opportunities for the development of enterprises.
5.1.1 The Vietnamese legal system facilitates the training of the English language in Ho Chi Minh City
In the fierce competition of the modern economy, ensuring fair competition in the field of English language education is a crucial task Vietnam's Competition Law of 2018 has played a significant role in protecting legitimate businesses, eliminating illegitimate ones, and promoting fair competition by establishing basic rules to ensure healthy competition among enterprises and English language teaching organizations in
Ho Chi Minh City Acts of monopoly, competition obstruction, and market-sharing agreements have been regulated This encourages businesses to improve the quality of their teaching and services to seize opportunities in the market.
Furthermore, the Competition Law of 2018 ensures that legitimate businesses have the opportunity to invest in the field of English language teaching The development of modern infrastructure, the creation of new courses, and the training of high-quality teachers are opportunities that language centers can leverage to enhance their services. This also benefits students, as they have the chance to access quality education.
Moreover, the Competition Law of 2018 not only protects businesses but also safeguards the rights of consumers against improper conduct by illegitimate businesses The removal of centers or organizations that do not meet teaching standards and quality ensures that consumers benefit from healthy competition and are not deceived When illegitimate businesses are removed from the market, it creates opportunities for new businesses and startups in the field of English language education They can thrive and grow in a competitive and innovative environment, fostering the growth and development of the English language teaching market.
5.1.1.2 The 2019 Labor Law of Vietnam
The 2019 Labor Law of Vietnam marked a significant step in creating opportunities for the field of English language education The regulations and procedures made it easy for native English-speaking teachers from other countries to come to Vietnam to teach This has brought diversity and higher quality to English education, enabling students and English learners in Ho Chi Minh City to have exposure to standardized English.
This legislation has also attracted experts and talents from other countries to work inVietnam, promoting the development of the English language teaching sector This has brought innovation and diversity to teaching methods The participation of native
English-speaking teachers and diversity in the English teaching workforce has enhanced the quality of education in Ho Chi Minh City.
Students and English learners have the opportunity to develop language skills effectively and gain confidence in using English in their daily lives In summary, the
2019 Labor Law has created many important opportunities for the field of English language education in Ho Chi Minh City by diversifying the workforce and focusing on education quality, while also promoting the future growth of this industry.
5.1.1.3 The 2019 Education Law of Vietnam
For learners, the 2019 Education Law of Vietnam plays a crucial role in protecting the rights of English language learners in Ho Chi Minh City and throughout the country. This law establishes quality standards for education, including English language teaching, ensuring that learners receive effective and fair training Additionally, the
2019 Education Law also guarantees learners' rights to choose suitable English language learning institutions that match their needs and abilities This fosters competition among English language teaching organizations, promoting innovation and improving the quality of teaching.
The law also regulates the legality and transparency of English language teaching organizations, ensuring that they operate in compliance with regulations and do not deceive learners Furthermore, under Article 83, Clause 5 of the 2019 Education Law, the law provides for the issuance of diplomas, certificates, and qualifications to students and English language learners upon completion of education programs as stipulated This encourages learners to study and develop, equipping them with the necessary knowledge and skills, providing them with results reflecting their proficiency and competence, and creating better opportunities for employment and career advancement It also opens doors for further education and participation in international programs, expanding learners' horizons and experiences.
Finally, the establishment of monitoring and oversight mechanisms helps ensure thatEnglish language teaching organizations adhere to regulations and meet quality standards, ensuring the safety and interests of English language learners in Ho ChiMinh City.
5.1.2 The training of foreign languages has received attention and investment from the government.
The government is currently focusing on investing in the field of education and training in Vietnam, with special emphasis on foreign language instruction Increasing funding from the government and international organizations in this sector has created a significant opportunity to improve the English language education system in Ho Chi Minh City These investments can be used to build modern schools, improve facilities, and provide higher-quality teacher training This will create better conditions for English language instruction and enhance the proficiency of students Lieutenant Colonel, MSc Pham Thi Nguyet Minh, spoke about foreign language instruction in response to the requirements of the Fourth Industrial Revolution: “Teaching foreign languages to meet the demands of the Fourth Industrial Revolution requires the integration of many factors, departments, stages, and steps in the training process This also provides a favorable condition for functional departments and agencies to strengthen coordination and support for foreign language teaching It also reaffirms the role of education management officials in the activities of managing, directing, and overseeing the quality and effectiveness of foreign language instruction In addition, the organizational capacity and the execution of teaching tasks by the teaching staff, as well as the motivation, attitude, and sense of responsibility of learners, are further enhanced to meet the requirements of teaching and learning foreign languages in the context of the Fourth Industrial Revolution The quality of fundamental activities in the training process, such as electronic library activities and the utilization of technical equipment, applications, and websites for teaching and learning foreign languages, is gradually improved.”
The political situations in other countries around the world are constantly evolving and becoming increasingly complex, but Vietnam continues to maintain peace and stability, creating conditions for attracting investment and pursuing sustainable development strategies.
The "Good Government Chandler Index'' (CGGI) is an important assessment tool for measuring the quality of government and creating conditions for the sustainable development of a country According to the 2022 CGGI rankings, Vietnam has made significant progress compared to 2021 In the 2022 CGGI rankings, Vietnam ranks third among low to middle-income countries and 56th out of a total of 104 ranked countries/territories This demonstrates a substantial improvement in government management and policy enforcement capacity This is the result of the continuous efforts of the Vietnamese government to improve the country's political and economic situation.
Threats
Teaching English in Ho Chi Minh City faces several significant challenges, including the limitations and constraints of Vietnam's socio-political environment In this section, we will specifically explore how these limitations have created difficulties in teaching English in Ho Chi Minh City and their impact on the education sector in this area.
One of the most notable challenges is that English language education programs are not keeping up with the times Vietnamese laws and education policies do not exhibit the necessary flexibility to keep up with the rapid global educational developments A specific example is that many English language centers in Ho Chi Minh City continue to use outdated teaching materials and methods They cannot adapt to innovations in teaching and learning English Students and teachers at these centers may struggle to access modern teaching materials and tools, feeling limited in the learning and teaching process Furthermore, in the case of English language education in elementary and secondary schools, or even some universities, the government has not reformed teaching methods and curricula, leading to less effective English teaching and learning.
Challenges in updating teaching materials: Copyright policies and intellectual property laws also pose a challenge when it comes to updating teaching materials To illustrate this, consider the case of an English language center wanting to use a new and modern English curriculum However, obtaining the rights to use this curriculum can be difficult due to high costs or copyright issues Therefore, the center may have to rely on outdated teaching materials or produce new materials themselves, which requires significant time and resources.
Limitations on innovation and creativity: Innovation and creativity in teaching English are crucial to creating a better learning environment for students However, legal policies can pose limitations to this innovation.
Degree and teaching certificate requirements: Some regulations that require degrees and teaching certificates can make the recruitment process more challenging, especially when there are many educators and private tutors in society with the necessary subject expertise but lack teaching certificates to instruct at schools.
Cost of learning and updating knowledge: The process of learning and updating knowledge for English teachers can require significant investment from schools,Language Centers, or individual educators English language education is constantly evolving, and teachers need to regularly update their knowledge by taking tests like
IELTS, TOEIC, and others to familiarize themselves with exam formats and stay updated on relevant questions This helps them develop appropriate lesson plans and teaching methods for their students Budget constraints can make it difficult to maintain and develop the teaching staff.
The implementation of Resolution No 88/2014/QH13 and Resolution No. 51/2017/QH14 of the National Assembly regarding the reform of curriculum and textbooks in general education.
Difficulty in selection: There are too many textbook options, making it challenging for learners and teachers to choose the most suitable books for their learning needs and proficiency levels This can make the textbook management process complicated and time-consuming.
Lack of consistency in teaching: The diversity of textbooks can lead to teachers using different materials within the same course, resulting in inconsistency in teaching This can make students feel confused and have difficulty keeping up with the instruction.
Financial pressure: Buying multiple different textbooks can require learners and parents to spend a significant amount on book purchases This can create financial pressure, especially for families with low incomes "The Publishing House of Education in Vietnam, under the management of the Ministry of Education and Training, has not fulfilled its responsibilities and tasks well in terms of compiling, printing, and distributing textbooks, leading to violations of the law and high distribution costs (discounts), resulting in relatively high textbook prices", reported the National Assembly's Standing Committee.
Challenges in assessment and setting standards: The diversity of textbooks can make it challenging to assess knowledge and set quality standards Teachers and schools must ensure that the chosen textbooks meet teaching and assessment standards "The selection of multiple sets of textbooks creates difficulties in the procurement process,ensuring the supply of textbooks before the new school year Differences in content and structure in each set of books make it difficult to create common exams, and students transferring schools have to buy textbooks again, making it difficult to access knowledge", noted the National Assembly's Standing Committee.
The biggest challenge facing the English language training market in Ho Chi Minh City is the unresolved legal loopholes.
The market is constantly changing, but the legal framework cannot adapt quickly enough to accommodate all the changes and new trends This has created an environment with many legal loopholes, and as a result, some English language training centers have taken advantage of these gaps to carry out fraudulent activities and misappropriate the assets of students and parents.
Proactive response: In February 2023, there were reports of fraudulent activities and serious breaches of teaching contracts by the Apax Leaders English Language Center. Speaking to a reporter from Tin tức newspaper, Ms Nguyễn Thạch L revealed that since April 2022, she had paid 138 million VND for her two children to study English at the Apax Leaders English language center in Hai Bà Trưng District (District 3). However, during their time of study, her children's learning was continuously disrupted for various reasons Starting from November 2022, the center announced a postponement of classes for restructuring and rescheduled them to January 2023 and later postponed again after the Lunar New Year, with no further information provided. According to the Deputy Director of the Ho Chi Minh City Department of Education and Training, concerning language centers, the Department only manages the academic aspects, including the curriculum and teachers Regarding parental concerns such as unpaid tuition fees, refund requests, or cases of fraud, the Department will cooperate with relevant authorities with jurisdiction to address these issues while ensuring the rights of students The Department of Education and Training in Ho Chi Minh City further noted that, at present, among the 41 branches of the Apax Leaders English language center in Ho Chi Minh City, only one location in Phú Nhuận District is still operating, while the other centers have been sealed and closed The limited intervention of relevant authorities in such matters may indeed create opportunities for English language centers like Apax Leaders to continue operating and potentially engage in fraudulent activities or misappropriation of assets, as previously described.
It underscores the importance of regulatory oversight and enforcement to protect the rights and interests of students and parents and maintain the integrity of the language education sector.
Addressing these challenges requires enhanced oversight and regulation by relevant authorities Specific and effective regulations are essential to control the activities of English language centers, ensuring transparency and quality These regulations should be regularly updated to remain effective and aligned with changes in the English language education market Strengthened monitoring and periodic inspections are also crucial in preventing fraudulent activities and ensuring the quality of education.
5.2.2 Politics: Policies for resource allocation and budget funding
Government's priority decisions: The government must decide how to allocate resources and budget funding for various areas of education and national development.
If the government chooses to focus on other educational objectives, such as enhancing technical or scientific development, resources and attention to English language teaching may be reduced, and teachers and students may not receive sufficient support and resources to develop English language skills.
Impact on resources and budget funding: The first impact of political priorities and education policies is on resources and budget funding When the government decides to cut resources or budget funding for English language teaching, schools and language centers in Ho Chi Minh City may face various challenges Reduced budgets can lead to cutting back on English language instruction or limiting program scales. This can affect the access of students and English learners in Ho Chi Minh City to high-quality training programs.
Social-cultural environment
Opportunities
Subcultures refer to groups of individuals within a culture that have distinct characteristics compared to the broader culture they belong to Subcultures often retain certain traits of the “parent” culture Subcultures emerge when a group of people share common experiences or values that differentiate them from other groups within the
Understanding various subcultures is crucial for English language centers in developing cost-effective marketing strategies for the most efficient reach and impact.
It provides a general understanding of English learning target groups in the market, market segments, and more effective identification of the target market Subcultures can also offer detailed information about norms, behaviors, and acceptable expectations, which can significantly help marketing communications.
6.1.1.1 The difference in regional cultural aspects (Regional Subcultures)
It can be said that Hanoi and Ho Chi Minh City are the two largest cities in Vietnam, thriving in economics, culture, and politics Nowadays, although the cultural differences between these two cities are gradually narrowing, they persist
Hanoi is the capital of Vietnam with a 1000-year history and tends to preserve ancient and traditional cultural aspects This is due to Hanoi's concentration on many traditional values and ways of behavior dating back to ancient times The people of Hanoi often preserve and inherit these values, creating a distinctive cultural space where social interactions often bear the imprint of history and tradition
On the other hand, Ho Chi Minh City is heavily influenced by Western cultures, particularly from the United States and France This has created a modern and relaxed cultural environment, characterized by openness and lack of constraints The culture here reflects the dynamic development of young generations, modern entrepreneurs, and prosperity in the commercial sector.
Proactive response: Recognizing that Ho Chi Minh City attracts many foreign businesses establishing their headquarters, it generates a high demand for proficientEnglish speakers in work and study environments As a result, Ho Chi Minh City'sEnglish training facilities prioritize spending on high-quality instruction and a qualified teaching team Ho Chi Minh City has many leading universities with majors related to English, enabling students to access in-depth and diverse knowledge.Educational institutions here regularly organize study programs and extracurricular activities to stimulate language progress and development for students Furthermore,
Ho Chi Minh City has a dense community of foreigners, with cultural exchange and learning experiences, creating a suitable environment for daily English practice and enhancement For learners, this promotes the organic growth of their language abilities and communication.
6.1.1.2 The age-specific cultural differences (Subcultures Based on Age)
Different age groups tend to approach English learning differently Nowadays, learning English is not just for students in middle school; some youngsters begin to show interest in the subject as early as preschool and elementary school.
Children under 6 years old typically approach English through fun activities, vivid visuals, stimulating creativity, and focusing on fundamental communication and listening skills Vocabulary and grammar are introduced naturally and comfortably
Teenagers, aged 7 to 17, often participate in specialized courses at school or dedicated centers Learning English becomes an essential part of their lives, focusing on building vocabulary, understanding grammar, and developing listening, speaking, reading, and writing skills They often use textbooks and mobile applications suitable for their proficiency level
Adults who are 18 years of age and older study English to improve their ability to communicate personally, grow in their jobs, or get ready to study abroad They take part in specialist training, look for internet resources, and concentrate on their objectives like foreign diplomas, advanced English, or everyday conversation For them, studying English turns into a tool for breaking down barriers and realizing personal goals.
Proactive response: English language schools must provide adaptable curricula and teaching methods for younger students to meet their demands For teenagers aged 7-
17, the demand for learning English to develop comprehensive and diverse skills is increasingly high Centers should focus on providing specialized courses, utilizing technology and suitable mobile applications to enhance the efficiency of instruction.
For adults aged 18 and above, English language centers should offer flexible, quality courses tailored to individual needs, ranging from international certifications to specialized English The market for English instruction in Ho Chi Minh City is seizing substantial chances to broaden and enhance programs, as well as adaptable teaching strategies that are appropriate for a variety of students, from young children to teens and adults As a result, the student population in Ho Chi Minh City will benefit from a broad and rich learning environment that offers a wide range of options and engaging educational possibilities.
6.1.2 The evolution of secondary cultural values
The economic development of countries and the interaction, and integration of cultures can lead to subtle changes in cultural and social values that impact Marketing.
Today, life is progressing, and the perspective of gender equality and the LGBT community is more widely accepted In regions having strong growth of culture as Ho Chi Minh city, these views have been actively fostered while simultaneously erasing outdated beliefs: prioritizing males over females and discriminating against LGBTQ individuals.
Proactive response: All genders have equal needs to access English This presents an opportunity for schools and language centers to attract many students desiring to learn English, breaking down gender barriers The British Council organized a film program on the theme of Equality, Diversity, and Inclusion (EDI), featuring the film Hamlet
(2015) in which actress Maxine Peake played the main male role (Hamlet) and was screened in Ho Chi Minh City and Hanoi.
Threats
6.2.1 Traditional methods of instruction are passive
In schools, teachers are the ones in control of the class, delivering knowledge and assigning homework Students tend to be passive, often leaning towards rote learning and completing homework assignments The traditional teaching methods employed by teachers make it difficult for students to expand their critical thinking and creativity, and lack interactive and practical experiences in their lessons This teaching approach is still prevalent in some schools in Ho Chi Minh City, and it's even more widespread in schools in rural areas.
Specifically, in a speech at an international conference at Ton Duc Thang University,Prof Dr Naeema Begum Hann from Leeds Beckett University (UK) pointed out some existing issues in English language teaching in Vietnam For instance, there is a lack of opportunities for practical application outside of class hours, students with differing abilities are placed in the same class, and particularly, the teaching materials byVietnamese teachers are overly ambitious, forcing students to write about abstract concepts and emphasize grammar before they are linguistically ready.
Dr Vu Thi Phuong Anh, a lecturer in the Department of International Languages and Cultures at Hong Bang University, also mentioned: "It is important to note that teaching and learning a foreign language in Vietnam have a significant regional disparity However, the curriculum and teaching materials are uniform across the country, thus unable to meet this diversity."
Vo Duy Tan, currently pursuing a master's degree in English Teaching at National Chung Hsing University (Taiwan), shared: "Vietnamese high schools place too much emphasis on grammar, complex grammar points are imposed without considering practical usage Teachers still instill in students the idea that being good at English means excelling in grammar and viewing test scores as a crucial factor for evaluating English proficiency, leading to many students cramming and memorizing."
Reactive response: We can see that learning English is a process that requires a dynamic and enthusiastic approach to actively engage learners with new knowledge. Additionally, the trend of globalization has significantly impacted Ho Chi Minh City (HCMC), as it is the economic hub of the country with a high population density, developed infrastructure, and a substantial intellectual labor force The learning culture has driven English language centers to seek ways to improve teaching methods, adapting them to ensure learners efficiently grasp knowledge promptly.
Furthermore, parents tend to enroll their children in international schools in HCMC, a trend that has been increasing in recent years This is aimed at helping children adapt to the international environment, reducing the burden of theory and exercises, and providing them with a daily English-speaking environment to develop their skills.Studying at international schools gives children the opportunity to interact and integrate with friends from various countries worldwide, enabling them to use English fluently and develop comprehensively as global citizens Due to the exceptional training environment and widespread recognition among well-off families, in recent years, international schools have increased their tuition fees, ranging from hundreds of millions to billions of dong per year, depending on the grade level from preschool to grade 12.
6.2.2 Vietnamese parents have high expectations for their children
According to statistics, Asian parents tend to have higher expectations for their children, accounting for about 80% In contrast, parents in some European countries have lower expectations and almost do not put pressure on their children Due to these high expectations, Vietnamese parents, especially those in Ho Chi Minh City, a city economically developed and associated with economic restructuring, often invest a significant amount of money in their children's education from a young age, particularly in learning foreign languages during the current era of international integration.
Recognizing this potential customer segment, English language centers have devised marketing strategies to attract parents who are particularly concerned about their children's education Therefore, articles about language centers on the internet often appear with titles targeting the concerns of many parents: "Why should parents have their children learn English early?", "Should children learn English early?", "The benefits of having children learn English early," etc.
With the perspective that "the earlier the investment, the better", many parents rush their children from school to language centers, causing children to "sacrifice their golden age", losing the right to freely play at that age For example, in the following cases, Mrs L.T Minh (with a 3-year-old child attending kindergarten in Phu Nhuan District, Ho Chi Minh City) regularly takes her child to an English language center for young children in Go Vap District over the weekends She said, “On Saturdays and Sundays, I take my child to the English language center for lessons taught by foreign teachers.”
Even though the child already learns English 3 times a week at school, Ms N Huong (District 1, Ho Chi Minh City) also sends her child to the language center "My child has been learning English with native teachers at the center since the age of 2 The fee for a three-month course is 7.5 million VND It's not cheap, but the family agrees to invest in the long run for the child" - Ms N Huong shared.
Ms Nguyen Thi Phuong Thao, an English teacher at a preschool in the central district of Ho Chi Minh City, shared that most preschoolers are primarily exposed to English through playful activities at school "I have encountered a few cases where 2-3-year- old children are already attending English classes at the center Some parents want to invest early to compete with their friends, and some want to lay the foundation for their long-term goal of studying abroad " - Ms Thao said.
There is an opinion that when a child develops language skills during the "golden age", they learn very quickly without encountering any barriers However, in reality: "There is still a debate globally about the optimal age for children to learn English Some believe that preschool children learning bilingual will be smarter and absorb better On the contrary, early bilingual learning may cause difficulties in the child's mother tongue expression, leading to language confusion Not to mention the risk of incorrect teaching methods if the teacher does not have a solid foundation, which can have long- term consequences and negative psychological effects " - An English specialist from the Department of Education and Training of District 1, Ho Chi Minh City analyzed
Vietnamese parents, out of love for their children and the desire to provide them with knowledge and a solid foundation from an early age, often overlook the fact that each age has a different learning approach For young children, learning English should be enjoyable, they should enjoy learning and do so in a comfortable environment This poses a challenge to teachers in schools or language centers They need to pay attention to the teaching method, with a prerequisite being to create a joyful atmosphere, teach within familiar contexts, generate a love for language, and foster a love for learning.
Furthermore, parents should learn English with their children through daily communication, listening to music, watching movies, and playing games This not only helps the child's language acquisition become more comfortable and natural but also strengthens family bonds Leaving children entirely to teachers at language centers, while the family environment is neglected, makes it difficult to expect the child to excel in learning a foreign language.
Proactive response: Facing challenges and debates in the English training program for young children, VUS has introduced international standard courses for preschoolers called Smartkids Addressing the common concern of parents about their children not studying comfortably and not satisfying the curiosity and the child's interest in exploring There is a focus on creating a comfortable, bright, and safe learning environment, enabling children to feel at ease and interested during the learning process Teachers are extensively trained on how to approach and interact with young children, integrating creative and engaging teaching methods Issues are brought up through questions from teachers, friends, or the child, acting as catalysts to arouse curiosity and stimulate thinking, and the child's reasoning Through content-rich readings, interesting videos, and lively music, children connect pieces of information and autonomously construct their knowledge system Furthermore, auxiliary activities are created to combine learning and entertainment, enhancing communication skills and developing social skills Under the guidance of teachers, children learn in the right direction and develop thinking alongside shaping their English language skills logically Review exercises will help children reinforce the knowledge they have learned.
6.2.3 Celebrities influence the behavior and perception of language learners