Analysis of the certification services of the Buckingham English Center Language Academy in Guayaquil.

Abstract

Teaching English has excellent social and cultural significance, acquiring more significant connotation in all spheres of human life associated with technological, scientific, cultural, sports, and tourism development, among others. This impacts the strengthening of international cooperation among people. Consequently, there is a growing need for language schools to market certification services, which face the challenge of adequately marketing these services. For example, the language school Buckingham English Center S.A. in Guayaquil is developing a marketing strategy to gradually position itself in this market and increase the number of clients/students who wish to learn to communicate in this language and aspire to legitimize their communication skills through Cambridge certifications, backed by the Common European Framework of Reference for the teaching, learning, and assessment of the languages ​​of this continent. As a result, the actions implemented in the marketing strategy allow for the analysis of the ways Ecuadorian language academies develop their business management by promoting training and certification services in the language teaching market for young people and adults.