1. Institutional policy and strategy, globalization, and international communicative competence SEAMEO RETRAC International Conference on Branding in Higher Education: Practices and Lessons Learned from Global Perspectives Nha Trang, Khanh Hoa, Vietnam August 10-12, 2009 Richmond Stroupe World Language Center Graduate Program in International Language Education: TESOL Program Chair Graduate School of Letters Soka University, Tokyo, Japan

2. Globalization / Internationalization Impact of globalization of economies, commoditization of education, and business Decline of ‘monolingualism’ International tourism is increasing ▫Non-English speaking to Non-English speaking (74%) Perpetuated by international organizations, economic / military relationships, and media / culture Outsourcing: India, the Philippines - Significant sectors benefit from English language proficiency One main source of economic advancement in ‘developing countries’

3. Language Education English accounts for just less than 30% of world GDP; Chinese just less than 23% - Significant increases in the importance of Mandarin and Spanish along with English ▫Forms of World Englishes increasing: Increasingly mainstream Language proficiency (English, others) no longer considered a ‘foreign language’, but rather a basic skill ▫Academic proficiency achieved after intensive study: On average 8 years; Decreasing age-proficiency levels from 22 to 14 ▫Less competitive advantage for English proficiency - Penalty for failure to acquire basic proficiency Peek of English learners of all ages: 2010 ▫Significant annual decline as cohorts of English learners who started at primary level reach tertiary level (2010-2050) ▫2050: Number of English learners at 15% of 2010 levels (very young or requiring specialist support)

4. Increased importance of Non- native speakers Future of English may be determined by China (137 million primary level English learners) and India (similar, possibly larger number) No longer classroom focused: Private sector and social value added Model for English language education shifting from United States and United Kingdom to Singapore, Finland, the Netherlands Value of non-native speaker / instructors of English

5. Institutional Policy and Curricula Globalization of higher education Two to three million students study abroad each year Increased competition for international students Content and Language Integrated Learning (CLIL): Learning of content through a foreign language ▫Addressing learning needs / demands of students who have reached academic proficiency in English Only English is insufficient Important consideration for marketing / branding as the marketplace / consumers become increasingly sophisticated

6. Future prospects Internationalization of higher education Communicative focus (with emphasis on mutual intelligibility) in conjunction with traditional academic offerings: Comprehensive examination scheme Utilization of increasing numbers of non-native speaking instructors Institutional support (All stakeholders: Students, faculty, staff) Increased exposure to outer-circle and expanding circle speakers Critical thinking skills, critical inquiry Moving beyond an EFL model