THE MINISTRY OF EDUCATION AND SCIENCE OF THE REPUBLIC

OF KAZAKHSTAN

KAZAKH ABLAI KHAN UNIVERSITY OF INTERNATIONAL

RELATIONS AND WORLD LANGUAGES

Specialty: 7M01711 - Training of foreign language teachers

Written thesis:

«The integrative management complex for formation of the model of a

modern specialist in foreign language education based on the concept of
educational management in marketing»

Done by: Sabit A

Umbetkali A
Checked: Kasymbekova M.A.

Almaty, 2023
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 CONTENT
INTRODUCTION…………………………………………………………… 3
1.Development of curriculum for language education programs……………. 4
2.The integrative management complex for formation of the model of a
modern specialist in FLE…………………………………………………….. 5
CONCLUSION…………………………………………………………......... 7
REFERENCES………………………………………………………………. 8

INTRODUCTION
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 Relevance. The integration of educational management and marketing
principles in foreign language education is relevant and essential for the success
and growth of language education programs. This integration enables institutions
to effectively attract and retain students, create engaging learning environments,
empower language specialists, adapt to technological advancements, and ensure
program quality and sustainability in a competitive educational landscape.
The purpose of the work: to define the main directions of development of
FLE, creation of a national level model of continuous and continuous FLE,
ensuring Kazakhstan's entry into the world educational space.
The object of the work is the formation of the model of a modern specialist in
foreign language education based on the concept of educational management in as
marketing
The subject of the work to develop and present an integrated management
complex for the production of a model of a modern expert in foreign language
education, which is based on the concept of educational management in marketing.
The integrated management complex seeks to provide a paradigm for the
training of modern professionals in foreign language instruction by fusing
educational management principles with marketing notions. This model highlights
the significance of marketing techniques in promoting language education
programs, recruiting students, and assuring language specialists' success in a
competitive educational landscape. This approach prepares professionals with the
skills and knowledge to effectively traverse the marketing elements of language
instruction and boost their professional capacities by merging educational
management and marketing concepts.
The process of developing an integrative approach that balances reason and
emergence helps to improved job management, particularly complicated work. As
a result, the central assumption is that the process of developing an integrative
strategy is more effective when it is compatible with the project variables that
regulate work in the organization, particularly complicated work. Rational and
analytical techniques, on the other hand, do better with smaller and more common
jobs. When handling complicated tasks, the integrative technique is more
successful.

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 1.Development of curriculum for language education programs

II. Program Title: Bachelor's Degree Program in Language and Marketing

III. Awarded Qualifications: Bachelor of Languages and Marketing
IV. Program Length in Credits: The program consists of 240 credits
(ECTS).
V. Training Language: The program can be delivered in Kazakh, Russian, or
English. Certain courses and instructional resources can also be provided in
English.
VI. Program Goals: The educational program's purpose is to provide
students with a solid foundation in language and marketing concepts, theories, and
practical abilities that will enable them to successfully integrate language and
communication approaches in marketing operations.
VII. Prerequisite for Admission to the Program: Students must meet the
university's basic entrance requirements. Furthermore, as determined by the
School, a certain level of proficiency in English (or another designated language)
may be required.
Learning Objectives:
Knowledge and comprehension: Learn and grasp language and marketing
concepts, theories, and practices thoroughly.
Improve your language skills for marketing communication, market research,
marketing strategy development, and consumer behavior analysis.
Autonomy and responsibility: Apply gained information and talents in
professional marketing situations with integrity, ethical considerations, and a sense
of independence.
IX. Student Knowledge Evaluation System:
The accomplishment of syllabus-planned learning outcomes should be used to
assess students.
Several evaluations are given during the curriculum, including midterm and
final exams.
A 100-point scale should be used for evaluation.
Assessment components and methods should align with the learning
outcomes and the specific requirements of the language and marketing field.
X. Teaching Plan:
The program curriculum should include all teaching and research components
with the corresponding credits.
Each course should include the following information: course title, lecturer(s),
course code, course objectives, credit allocation, student workload (including
contact and independent working hours), prerequisites, semester of study, etc.
XI. Course Syllabus:

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 The following information should be included in each course syllabus: course
title, lecturer(s), course code, course objectives, credit allocation, student workload
(contact and independent working hours), prerequisites, learning outcomes, course
content, teaching-learning methods, assessment criteria, mandatory literature,
recommended literature and study materials, and additional course-specific
requirements.
Table 1
Recruitment and selection of language education specialists for courses

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 2.The integrative management complex for formation of the model of a
modern specialist in FLE

The complex of integrative management for the formation of a modern

specialist in the field of foreign language education, based on the concept of
educational management in marketing, provides a comprehensive basis for the
development of professionals who are able to effectively navigate the marketing
aspects of language education. Combining language learning with marketing
principles, specialists will have the necessary skills to meet the changing needs of
students, promote language education programs and contribute to the development
of the industry.

Table 2
Competencies that students can develop the "Language and Marketing"
course

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 CONCLUSION

To conclude, the educational program "Language and Marketing" seeks to

provide students with a solid foundation in marketing principles as well as good
language skills for successful marketing communication. Students will learn key
abilities and knowledge to flourish in the dynamic world of marketing through a
comprehensive curriculum and a range of instructional modalities.
The curriculum is made up of multiple classes, each addressing a different
facet of marketing and language skills. Market analysis, consumer behavior,
persuasive communication, market research methodologies, and other subjects are
covered in the courses. To improve their comprehension and practical abilities,
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students will participate in lectures, debates, case studies, group projects, and
practical exercises.
Student learning will be assessed using a balanced method that includes class
participation, assignments, quizzes, presentations, and exams. This complex
evaluation approach guarantees that students' knowledge and skills are thoroughly
assessed.
Students will have access to a variety of necessary and suggested books
throughout the program, providing them with extra tools to expand their
comprehension of marketing ideas and improve their language ability.
Students will have established a set of competences that will allow them to
understand market trends, create convincing marketing material, perform market
research, and effectively deliver marketing messages upon completion of the
program. Program graduates will be well-prepared for positions in marketing,
advertising, market research, and other related industries.
Overall, the educational program "Language and Marketing" provides a solid
basis for students to become fluent in both marketing tactics and efficient language
usage, enabling them to flourish in the competitive environment of the marketing
sector.

REFERENCES

1. "Principles of Marketing" by Philip Kotler, Gary Armstrong, et al. (2017)

2. "Marketing Management" by Philip Kotler, Kevin Lane Keller (2016)
3. "Made to Stick: Why Some Ideas Survive and Others Die" by Chip Heath
and Dan Heath (2017)
4. "Marketing Research: An Applied Orientation" by Naresh K. Malhotra and
David F. Birks (2020)
5. "Marketing: A Global Perspective" by Svend Hollensen (2019)

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6. "Consumer Behavior: Buying, Having, and Being" by Michael R. Solomon
(2017)