Students’ preferences for attributes of a B1 English level course: A conjoint analysis

Abstract

The increasing demand and requirements of the recruitment market towards foreign languages, especially English, has prompted many universities in Vietnam to consider English certificate as one of the mandatory conditions for students to be graduated. This has increased the demand for English courses. This study aims to ascertain students’ preferences and willingness to pay for attributes of a B1 English level course.
Through an experimental approach, we conducted a survey among students enrolled at An Giang University (Vietnam National University, Ho Chi Minh City). The findings indicate that the most significant attribute influencing student preferences for an English course is the reputation of the foreign language centres offering the course, followed by the tuition fee, assurance policies for learning outcomes, and foreign teachers.
Additionally, the course duration, availability of free materials, and proximity of the language centre to the student’s residence are also important factors affecting student interests. Based on these results, several implications are suggested for foreign language centres to develop effective marketing strategies aimed at attracting learners.