ABSTRACT

In linguistics, much more has been written about the English language than any other language. In the field of management of second/foreign language programs, the literature on the management and marketing of English programs is sparse (White, Martin, Stimson, & Hodge, 1991; Impey & Underbill, 1994); the literature on the management and marketing of language programs other than English is practically nonexistent. This chapter will review research from the field of general management and, where appropriate, the field of management of English language programs, with the results applied to the management and marketing of Arabic as a second/foreign language. This chapter will also discuss the implications of these management and marketing principles on curricula and instruction in Arabic as a second/foreign language.