Marketing to the margins.

1
Marketing to the margins.

• How globalisation passed some by.

2
Content/Objectives

• Problematise the notion of globalisation just a
  little
• Examine one context in some detail to help
  achieve this
• Examine marketing in this context and how it
  works
• Examine how it might work in relation to an
  ideology of empowerment
• Link this to the concept of fairtrade in terms of
  ELT business praxis in low resource contexts.

3
Context

• Zimbabwe
• Massive expansion in education
• Great success (7-4-2-4 system)
• Strains on the system
• National language (ESL context)
• O-level examinations
• Gatekeeping and opportunity

4
Globalisation

• Disputed term.
• Liberalisation
• World Bank and ESAP
• Not a BRIC

5
Marketing

• Ministry of Education rules
• High-stakes testing
• Textbooks and the English O-level
• Low resource contexts
• Complicity.

6
Empowerment Ideology

• Another model
• Empowerment, globalisation and good business
• ESOL in the UK

7
Fairtrade

• Fairtrade seeks to transform trading structures
  and practices in favour of the poor and
  disadvantaged. By facilitating trading
  partnerships based on equity and transparency,
  Fairtrade contributes to sustainable development
  for marginalised producers, workers and their
  communities. Through demonstration of
  alternatives to conventional trade and other
  forms of advocacy, the Fairtrade movement
  empowers citizens to campaign for an
  international trade system based on justice and
  fairness.