English language teaching

Abstract

The chapter assesses the role of the English Language Teaching Department-its structure, management, profitability, and publications-and its impact on the Press as a whole. The extraordinary growth of Oxford's ELT programme resulted in part from a global shift towards English-language learning in old markets and a rapid growth of new markets around the world to which OUP had good access through its branches and established international trade. New ELT courses were developed or adapted for use in Africa, Central and East Asia, the Middle East, Latin America, and, most successfully, in Europe. Successful series titles included Crescent English Course, Access to English, Streamline, and Headway. Despite intense competition and some unprofitable partnerships, OUP became the world's leading ELT publisher through developing reliable titles for children and adults and placing a strong emphasis on market strategy.