Exploring CLIL/EMILE schools’ online communication for school marketing – a comparison between schools offering CLIL/EMILE in Dutch and those offering CLIL/EMILE in English

Details

Supervisors

Bulon, Amélie

Faculty

Faculté de philosophie, arts et lettres

Degree label

Master [120] en communication multilingue, à finalité spécialisée: langues des affaires

Abstract

This master’s degree dissertation on Content and Language Integrated Learning (CLIL) in French-speaking Belgium aims to explore CLIL schools’ digital marketing adaptation with the specific promotion of CLIL and to compare two target-language conditions, Dutch and English. Language proficiency is more effectively acquired with the CLIL methodology, which dually focuses on learning foreign language and content simultaneously. Although numerous studies have widely recognized the effectiveness of CLIL, no research has been conducted on its promotion online on CLIL school websites and social media accounts. Here, the quantitative study findings demonstrate that schools offering CLIL in Dutch and English in French-speaking Belgium fail to effectively promote their CLIL pedagogy on their websites and social media platforms despite their strong online presence. A well-executed targeted digital marketing can increase the enrolment of potential future CLIL students.