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In our daily interactions most of us know that the best way to engage with people is to focus on them, rather than just shout about how great we are.
But when it comes to marketing, says award-winning copywriter and strategist Ruth Jamieson, this is something we all too often forget.
USPs are dead. Little of your polished marketing matters any more. It's time to kick the life-long habit of trying to sell your programmes, and focus instead on why anyonewould want to buy them.
"Chester is in the centre of UK and in the previous months I went to London, Oxford and Edinburgh. I visited all of the UK because I love travel and discovered a new culture."
Agostino Strina from Sardinia
Nine students from Argentina, Colombia, Mexico and Peru will be arriving in the UK over the coming weeks to start their three-week English language courses at nine host English UK member centres across the country.
The UK sustains a leading position in the global ELT market, but how can the sector best rise to an increasingly challenging operating environment and what does the future hold for the world's oldest language learning destination?
Loughborough is an ordinary English town with a university and a college. But if it was counted as a country, it would have come 17th in the medal table at the Rio Olympics, and 10th in the Paralympics.
MP and the Deputy Mayor of Kingston were guests of honour at the official opening of English UK member London Tutorial College as an independent school, fully recognised by the Department for Education last week.