Education
Branding, Marketing & Communication in Education Sector MISS OUT AND BE LEFT OUT!
Marketing and branding of educational institutes should reflect their ability to change people’s lives and the world, says ANUSHKA YADAV.
We tend to believe that branding, marketing and communication are important factors in any field until we put them in the education context. While branding can be dated back to 1100 BC, school branding is a relatively new concept that surfaced in the early 1800s. Today, parents and children are the customers while other schools stand as competitors in the business-like market. Gone are the days when parents had a handful of schools to select from; today, they want their kids to go to schools that have the best of everything. But how do they get to know that they are getting the absolute best of education? This is where an institution’s strong brand identity comes in. To become the best, schools need to develop and market their brand which makes them stand out in the race of vying for students and, in some cases, funding.
EFFECTIVE COMMUNICATION
It is time that we, as educational institutions, ask relevant questions… Do we have a strong and recognisable brand? Does our institution have a reputation that generates positive emotional response? While considering such questions, it is imperative that we evaluate the value and unique selling propositions of the institution as well as what negates and drives the customer.
However, the key to branding and marketing of educational institutions lies in remembering that education is a powerful tool. Your brand communicates to and with your audience. They deserve to know the vision behind your institution reflecting through the brand identity. It promises what the student experience will be like.
Here comes the question, whether major institutions with a deeply ingrained brand need marketing. Of course, they do. Just like the infrastructure of any school needs renovation, their brands need renovation and touch up with the changing times.
Today, school branding is about finding the institution’s unique competitive advantage. However, many schools struggle as they develop their own communications department that often ends up delivering messy messages. Effective message delivering requires the entire faculty along with leadership to commit as one voice to the brand promise. Proper branding, marketing and communication helps students to decide whether the school is a potential match to their requirements. Without branding, the same institutions tend to suffer and get lost amongst typically similar schools.
Adding to the point, Dr Swati Popat Vats, President, Podar Education Network, and Early Childhood Association India, maintained, “There are two types of Indian schools, one that spends only on branding and marketing at the cost of teacher salaries and quality curriculums and focuses on advertising about large spaces, air-conditioned rooms, extracurricular activities, senseless technology integrations that look nice but have no pedagogical impacts. And the other are those that are doing great work with children, have a superb curriculum, pay their teachers well but are unable to reach out to parents because their advertisements and marketing do not focus on these things.”
With a similar point of view, Devidutta Kanungo, Vice President – Education, People Combine, shared, “Schools are not defined by just the classrooms and the playgrounds. More and more, schools today are learning communities which reflect the value systems, priorities and convictions of the educators, leaders, students and the parents who come together to form it. And these value systems vary largely from school to school. Therefore, in today’s world, where there are so many schools competing for attention, it is absolutely critical for schools to develop a strong brand image which clearly reflects the school’s value system as it will not only enable it to reach the right set of parents with whom its value proposition will resonate, but also to the right teachers who will become part of the school because they trust and believe what the school stands for and in turn, they will make the school’s brand and value proposition stronger. Today, a school without a clear brand identity and a clear and eloquent plan to reach out to the segment it aspires to cater to, will very quickly get lost in the cacophony of social media noise.”
MAKING A DIFFERENCE
In a world where information is readily available on just a click, parents and students tend to search for the best institutes on the internet. Dr Swati firmly believes, “Education is the birth-right of every child. Quality education on the other hand is something that every child needs but does not get. Some schools deliver quality education and some don’t and this is where parents need to know which schools to choose for their children so that they are assured that their child will get an education and not just be literate.”
The world wide web and social media have been major marketing development of the last decade. From adding SEO content on your website to showcasing your campus and available facilities through social media platforms, everything makes a difference! It is the perfect way to blossom an open persona and present your school as a place that is open to criticism, scrutiny, transparency and easy communication. Nonetheless, schools often tend to fall in the trap of branding through mere websites, brochures and even tours. However, brand development is the key ingredient that is often missing. Brand development is possible only when branding missteps are avoided, and how do you cross these hurdles? Showcase your brand in education magazines and work on your brand development through advertising companies such as Mad About Ed, which would help you achieve the right student demographics by creating a brand that stands out in a crowded market.
KEY BRANDING ELEMENTS
Talking about key ingredients, you might want to know the key elements to school branding…
First and foremost, school branding is nothing without the school name which may include the full or partial or even an acronym that the school is or wants to be popularly known as.
Secondly, it helps to have a visual representation of the school that identifies the school brand through a mascot or logo. Schools may even choose to have an interlocking logo with two or more letter interlocking to form an alternative logo or identity. An important element that has been given much importance in the recent years includes a trademarked logo with movement. Another important part of this element also includes the school colours that an institution might choose as a form of recognition.
Thirdly, a school’s vision is best represented through a careful selection of words in its motto, catchphrase or tagline. The branding slogan is typically used to create a memorable phrase that summarises the school’s and its pupil’s character; something that unites them.
“Branding should be about your principles, practices, and pedagogy and not about your mascot or name or how many schools you have. Marketing should be about your impact on the learning skills of children and not about false promises, tall promises about creating geniuses. It’s time to be real about education, it’s time to ditch the frills and froth of false branding and marketing and get real about children, childhood and education. It’s time to talk about the ‘why’ you do the ‘what’ and ‘how’ it is necessary for children. It’s time to be a brand…a brand that stands for trust and market your practices instead of how you ensured that five children stood first! It’s time to use branding, publicity and marketing to talk about the impact your school can bring on all children and not only on the achievers. It’s time to rethink and recalibrate your marketing to be about truth and not false promises.” says Dr Vats.
She also wishes for schools in India to be careful of the concepts of branding and marketing, “Impactful branding should be about advocating parents about the benefit of the curriculum and materials that the school invests in, for their child. Marketing in Indian schools should be about changing traditional mindsets that harm children instead of glorifying ‘material’ additions in schools.
Do not talk about physical assets in your marketing, talk about children…all children.
Avoid making tall promises, talk about the deep impact you have made on children and their education.
The number of years you have been in education or the number of children you have touched or the number of schools you have is not as important as the kind of changes you have brought about in education and how you made each child a winner.
Never spend on branding and marketing at the cost of teacher salaries or curriculum.
Never ever make discounts your selling point… people who discount fees will discount education!
BRANDING AND MARKETING BENEFITS
Amidst a plethora of benefits of branding and marketing in the education sector, here are a few major ones:
It reflects and increases school and student pride.
It builds brand trust and loyalty.
It unifies school sports and clubs to a single identifiable logo or mascot.
It validates the school’s mission and core values; further, establishing the school’s history.
It provides the school with discernible identification and recognition.
It aligns with the school’s internal culture and external reputation.
It establishes authenticity and helps in creating an emotional connect.
Pramod Sharma, Principal, Genesis Global School, believes, “It is necessary to introduce impactful branding and marketing in the education sector because it is the most powerful tool to maximise our impact and influence on all the major stakeholders. While most businesses do this for profit, education sector has a nobler aim of creating futures. Hence, the most fundamental unit of education sector, a school, needs to brand itself as a space in which tomorrow lives. It is also true that without proper marketing, branding and advertising the best of products fail. Having said that, there is more to education sector which goes beyond marketing and branding for the simple reason that while false or hyper branding might take a school to the top initially, the fall will follow soon. In other words, branding and marketing, in order to be impactful needs long and sustained effort and strategic planning keeping in mind the requirements of the larger community which we aim to serve. One has seen countless schools COVER STORY who had a dream start but were soon lost in the mists of time. Which means that a major aspect of impactful branding and marketing is the desire for staying relevant, more so because the scholars we serve today are citizens of tomorrow. One needs to be aware of the latest trends and be ready to take risks instead of basking in the glory of past achievements. While the latter strengthen the brand they will falter if the planning for future gets lost in the triumphs of the past. Branding and marketing must be done keeping in mind the lives affected by it. This will help us in keeping the priorities right thus keeping us motivated to our goal of promising futures.”
Ryan Pinto, CEO, Ryan International Group of Institutions, holds the view that, “India’s education sector needs a new brand and marketing strategy because of several reasons; firstly, the number of players in K12 education has grown exponentially over the past two decades, especially in large cities. Whereas in the past there might have been one or two schools in most neighborhoods, today it is not uncommon to see several. Secondly, by and large new entrants have modelled themselves similar to the existing players, thereby creating commoditisation. There are some differences created through graphic identity, such as lettering and logo, but this is largely superficial. Thirdly, differentiation is mostly in terms of curriculum offered from among SSC, ISC, CBSE, IGCSE and IB, and less so on ‘philosophies of education’ and other variables. Lastly, K12 generally attracts less top-class marketing talent and generally sees less marketing investment than other sectors. There is of course some admissions support communication, but very little genuine brand creation marketing.”
Pinto believes there are four thrusts that hold a school in good stead: 1. Investing in genuine holistic marketing at a brand level 2. Responding to stakeholder needs at a school level 3. Securing the best practices of the past while exploring innovation 4. Updating products and services with the times
It is an established fact that education is a big business in today’s world; if schools expect parents and students to spend big bucks on tuition, it is a necessity for them to have a strong, appealing and worthy brand with effective marketing through bona fide communication.
“Should education be a business and spend on Branding and Marketing? Well, yes education should be a business, because business is not a bad word. People who really ‘mind their business’ know that one cannot ‘play’ around with quality; business is all about good practices and keeping the customer happy! And this is what Indian private schools should do, keep the child and parent happy by ensuring that the parent is educated about what is right for their child and by investing in the right materials to ensure that children get the right education that is developmentally appropriate and meaningful for life.” concludes Dr Vats.
Thus, the key to marketing and branding educational institutes is to target and showcase everything you do; education is a powerful tool that has the ability to change people’s lives and the world, and your marketing should reflect that with crystal clarity.
As political changes loom over the US education system, particularly with President-elect Donald Trump’s proposed dismantling of the Department of Education, questions arise about the ripple effects such reforms could have on global education, including in India and other parts of Asia. Historically, American education policies and practices have served as benchmarks for many countries, influencing curriculums, teaching methodologies, and educational reforms. This article explores how these proposed changes might shape the future of education worldwide.
Historical Impact of American Educational Practices
The influence of the United States on global education is well-documented. For instance, in the mid-20th century, the US pushed for science and mathematics education reforms after the Soviet Union launched Sputnik. This emphasis on STEM (Science, Technology, Engineering, and Mathematics) was mirrored in several nations, including India, which began integrating more technical education in schools. Similarly, the US-led push for standardised testing during the No Child Left Behind era inspired similar measures in Asia, where countries like China and India adopted rigorous assessment frameworks.
The idea of universal education access and inclusivity, championed in the US, has also resonated globally. The implementation of the Individuals with Disabilities Education Act (IDEA) in 1975 influenced India’s Rights of Persons with Disabilities Act, 2016, and similar policies across Asia. Therefore, if the US dismantles its Department of Education, transferring responsibilities to states, the resulting decentralised model may have implications for nations seeking inspiration from American education.
Comparing Trump’s Proposals with NEP 2020
Trump’s Agenda47 proposes greater parental control, cutting funding for initiatives deemed ideologically inappropriate, and emphasising local governance of education. While these ideas are specific to American politics, some parallels can be drawn with India’s National Education Policy (NEP) 2020.
NEP 2020 focuses on empowering schools and teachers to create tailored curriculums that meet local needs. Like Trump’s proposal to return control to states, NEP advocates for decentralisation, urging state boards and local authorities to implement flexible frameworks. However, the alignment ends here. NEP promotes inclusivity and modernisation, championing universal access to quality education and focusing on critical areas such as digital learning, skills-based education, and early childhood care.
In contrast, Trump’s proposals seem to focus more on limiting federal oversight and reducing regulations, which could result in inequitable access to resources—a stark difference from NEP’s vision of equity and inclusion. If the US adopts a more state-driven approach, India and other nations might evaluate its outcomes, particularly in balancing local autonomy with national educational standards.
A Roadmap for Global Education
The future of global education hinges on addressing universal challenges, including accessibility, inclusivity, and adaptability. Nations worldwide, including the US and India, are grappling with how best to integrate technology, emphasise STEM education, and prepare students for a rapidly evolving workforce.
A decentralised system, as envisioned by Trump, may encourage innovation and localised solutions but risks widening disparities. Conversely, global education roadmaps like UNESCO’s Sustainable Development Goals (SDG 4) advocate for inclusive, equitable, and quality education as a shared responsibility. In this regard, NEP 2020 aligns more closely with global goals than Trump’s vision, which focuses on reducing federal intervention.
If the US moves forward with dismantling the Department of Education, it will be crucial to observe whether this decentralisation fosters innovation or exacerbates inequalities. For countries like India, which are already navigating local governance in education, the American experience could serve as both a cautionary tale and a potential source of inspiration.
Hence, the relationship between American education policy and global education is undeniable. As the US contemplates radical changes, the impact on its own students and the broader world remains uncertain. For countries like India, which have often looked to the US as an educational blueprint, these developments offer lessons in balancing local autonomy with equitable access to quality education.
This unfolding story raises essential questions about the shared vision for education in 2025 and beyond. The world will be watching to see whether the US remains a pioneer or takes a step back from its global leadership in education.
In a significant step towards enhancing the skill development ecosystem in education, the Institute of Chartered Accountants of India (ICAI) and the Central Board of Secondary Education (CBSE) signed a Memorandum of Understanding (MoU) on 21 November 2024 in Bhubaneswar, Odisha. This collaboration aims to introduce and promote commerce-focused skill courses, particularly in the banking, financial services, and insurance (BFSI) sector, to boost students’ employability and career readiness.
The ICAI, through its Committee on Career Counselling, will contribute its expertise in curriculum design, syllabus development, study materials, and training modules. Additionally, the organisation will play an active role in career guidance initiatives, participating in workshops and training programmes organised by CBSE.
Addressing the importance of the partnership, ICAI President CA Ranjeet Kumar Agarwal stated, “The signing of this MoU with the CBSE is a significant step towards enhancing the skill development ecosystem for students across the country. Through this collaboration, ICAI aims to promote commerce-based skill courses and ensure that students are equipped with relevant, industry-aligned competencies. This partnership reflects our commitment to bridging the gap between academic learning and professional requirements, and we are confident that it will open new avenues for students to pursue rewarding careers in accountancy and finance.”
The collaboration will also focus on raising awareness about career opportunities in accountancy and related fields, aligning educational frameworks with the evolving demands of the job market. CBSE and ICAI plan to conduct awareness programmes for principals, teachers, and school management teams in CBSE-affiliated schools across India. These programmes will highlight the importance of BFSI-related skill courses and their potential to enhance students’ career trajectories.
As part of this initiative, CBSE will organise capacity-building initiatives to upskill teachers in commerce-related subjects, ensuring they are well-equipped to deliver specialised courses effectively.
ICAI has already established similar collaborations with 85 universities, colleges, and educational institutions to promote academic excellence, research, and knowledge exchange. According to The Indian Express, these initiatives aim to create a workforce equipped to meet the challenges of a modern, dynamic economy.
This partnership underscores a growing commitment to aligning education with industry needs, preparing students for thriving careers in commerce and finance.
Winter in North India no longer carries the gentle chill of nostalgia. Instead, it drifts in cloaked in smog, acrid pollution, and despair. Each year, as the air quality index (AQI) hits catastrophic levels, the nation seems trapped in a vicious cycle of reactive measures and inadequate solutions. Schools close their doors, children are forced into online classes, and life is put on pause—all while the question looms: are these measures too little, too late?
This week, Delhi and its neighbouring states plunged into yet another public health emergency. The AQI in the capital breached the “severe plus” category, with readings of over 500 in certain areas—levels that are equivalent to smoking 49 cigarettes in a single day. For context, smoking in Bangalore’s air, while not healthy, is currently considered healthier than simply breathing in Delhi.
{Image- Jammu, Wednesday, Nov. 20, 2024. (PTI)}
Amid this crisis, schools and universities have been forced to shift to online classes yet again. The Supreme Court has intervened, universities like Jamia Millia Islamia and Delhi University have issued notifications, and government schools have suspended physical classes. These decisions, though necessary, feel more like desperate attempts to contain the damage rather than addressing the root cause of the crisis.
As educators, policymakers, and parents, aren’t we hypocritical? We preach yoga, mindfulness, and physical wellness to our children while they breathe in air laden with PM2.5 and PM10 particles—air that clogs their lungs and hinders their growth. We promote “wellness periods” in schools and discuss the importance of holistic development, yet we do nothing to ensure that the very environment they live in supports their health and well-being.
Every child has the right to a safe and nurturing space to learn and grow, but what are we truly offering them? Masks, air purifiers, and lessons on resilience—tools to survive rather than thrive. What kind of childhood is this, where outdoor play becomes a luxury and clean air a distant dream?
The scientific community has repeatedly warned about the devastating impacts of prolonged exposure to polluted air, particularly on children. Their developing lungs are more susceptible to damage from particulate matter, which can lead to chronic respiratory diseases, reduced lung function, and an increased risk of cardiovascular conditions later in life. A study by the Lancet Commission on Pollution and Health estimates that pollution caused nine million premature deaths worldwide in 2019, with air pollution being the primary culprit.
In India, the numbers are staggering. Children exposed to high levels of air pollution are more likely to suffer from asthma, cognitive impairments, and even stunted growth. Beyond the physical toll, the psychological impact is equally alarming. Living in a constant state of environmental crisis breeds anxiety, stress, and a diminished sense of safety—all of which are detrimental to their overall development.
The Return to Online Classes: A Missed Opportunity
If air pollution is to be the “new normal” in North India’s winters, then why have we abandoned online education so completely? The pandemic forced us into virtual classrooms, but as soon as the immediate threat subsided, the system was discarded without much thought to its long-term utility. Teachers, untrained and unprepared, are now expected to conduct meaningful lessons online, while students struggle to adapt to an environment that they haven’t engaged with meaningfully since 2022.
This raises an important question: should online education remain a part of our academic framework, even when circumstances don’t demand it? Incorporating regular online classes—perhaps one day a month—could help students and teachers stay familiar with the format. It could also serve as a contingency plan for emergencies like the current pollution crisis, ensuring continuity in learning without the chaos of sudden shifts.
Moreover, training teachers to connect with students effectively in virtual environments is crucial. Simply moving the classroom to a screen is not enough. Teachers need tools, strategies, and support to create engaging and impactful lessons. Without this, online education remains a hollow exercise, benefiting no one.
Every winter, the same questions resurface: why do we wait until the AQI crosses hazardous levels to act? Why do policies remain reactive rather than preventive? And most critically, why do we continue to normalise this situation for our children?
The blame lies not just with governments or industries but with society as a whole. From unchecked stubble burning in Punjab and Haryana to vehicular emissions in urban centres, the web of responsibility is vast and interconnected. Yet, year after year, the measures taken are temporary, insufficient, and often misplaced. We treat the symptoms, not the disease.
What kind of message are we sending to our children? That their health and future are expendable? That the environment they inherit will always be an afterthought? As the smog thickens and the world debates solutions, the reality for millions of children in North India is bleak. They will grow up breathing poison, and the long-term consequences are unimaginable.
As I watch this crisis unfold, I am filled with a deep sense of worry for the children of today and tomorrow. What kind of world are we leaving for them to suffer in? If we don’t act now—boldly, decisively, and with genuine commitment—we risk condemning them to a lifetime of struggle in an environment that is hostile to their very existence.
The time for half-measures is over. We owe it to our children to build a future where they can breathe freely, dream fearlessly, and live fully. The question is, are we ready to rise to the challenge?
Khan Academy, the global nonprofit dedicated to providing free, world-class education, has launched its AI-powered tool, Khanmigo, free for all teachers in India. Starting this Children’s Day, educators can access this innovative teaching assistant at no cost, in both English and Hindi, through Khan Academy’s platform.
Khanmigo, designed to enhance both teacher productivity and student engagement, functions as an AI-powered teaching assistant and student tutor. By streamlining tasks like lesson preparation, generating curriculum-aligned assessments, and creating concise chapter summaries, Khanmigo allows teachers to focus on personalised learning experiences for their students.
Highlighting the importance of this initiative, Swati Vasudevan, Managing Director of Khan Academy India, shared:
“On this special occasion of Children’s Day, we’re thrilled to make Khanmigo available to all teachers across India at no cost. At Khan Academy, we believe teachers are the key to unlocking each child’s potential. By providing Khanmigo, we’re empowering educators to create impactful and tailored learning experiences. Our aim is to break down barriers to technology access, enabling teachers to inspire and support India’s children in achieving their full potential.”
Supported by Microsoft’s investment, Khanmigo is part of Khan Academy’s global rollout, now available in over 40 countries. Indian teachers can create an account on the Khan Academy platform to access this resource and benefit from its features, including interactive student tutoring and classroom management tools.
Khan Academy also emphasises that the implementation of Khanmigo remains a work in progress. Teachers and students are encouraged to engage with the tool thoughtfully, fostering digital literacy, critical thinking, and responsible AI use.
This launch marks a significant milestone in Khan Academy’s mission to expand educational opportunities through technology, making quality resources accessible to educators and students across India.
The Guthli Ad Fest 2024 launched in spectacular fashion at the iconic St. Xavier’s College, Mumbai. Day 1 was filled with high-energy sessions, insightful discussions, and inspiring interactions. Kicking off the day, Pratish Nair introduced the vision behind Miles and Miles SoBA (School of Branding & Advertising), explaining how their collaborative approach blends creativity with empathy. Nair emphasised that their unique curriculum, which includes scuba diving and Himalayan trekking, aims to equip students with life skills that go beyond the traditional classroom, fostering resilience, teamwork, and self-awareness.
The event began with a warm welcome and inauguration, followed by a captivating tribute and a fireside chat featuring advertising legends Piyush Pandey, KV Sridhar, and Prasoon Pandey, moderated by Devaiah Bopanna. Their discussion shed light on their journeys, offering a rare glimpse into the minds behind India’s most iconic campaigns.
The day continued with Cyrus Broacha, the 90’s poster child of Indian advertising, delivering a light-hearted yet insightful session, followed by Tanya Nambiar’s presentation on how emotional bonds can be forged using the power of voice.
The afternoon saw Shirsha Thakurta delve into the art of visual storytelling, followed by a hands-on workshop led by Dr Prateesh R Nair, who demonstrated how advertising can be used as an engaging tool in classrooms. A panel discussion with Miles SoBA students and a thought-provoking session by Josy Paul on creativity in classrooms wrapped up the day.
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Day 2 promises even more excitement, with an Ad Acapella, fashion shows, excellence awards, and a lot of fun activities to look forward to. Stay tuned for more!
CLIL or Content and Language Integrated Learning is a relatively new and underutilised pedagogical approach to language learning. It is a generic term referring to the teaching of a curricular subject through a foreign language. The basis of CLIL is that the teaching-learning is carried out in a language that is not the mother tongue of the students. The end objective remains to learn the second language while the content is extracted through other subjects which the students already study as part of their curriculum. It is a dual-focused approach in which both the content and the language are learnt simultaneously.
The CLIL Methodology
The successful implementation of a CLIL programme relies on the collaboration between language teachers and content teachers. Each is an expert in his or her field, so they need to share both their respective ideologies and materials.
A content teacher is someone who teaches a subject — for example, biology, history, or art. This does not mean just teaching the subject in the English medium. These content teachers are not experts in language acquisition or pedagogy as they are experts only in their respective subjects. Content teachers also depend on the support of the language teacher to diffuse the elements of the language into their subject matter. Thus, both types of teachers have to work in close conjunction with one another to make CLIL successful.
A language teacher is principally responsible for teaching English (or another language), but in the CLIL programme, he or she also supports the content teacher by introducing relevant vocabulary and functional language related to a given subject. This is a more powerful approach to learning a new language as it focuses on the authentic use of language rather than learning it through decontextualized content fragments, memorising grammar rules, or the cramming of curricular subjects.
Let us take the example of a history lesson. The content teacher explains the Civil Disobedience Movement through pictures, demonstrations, and using the textbook in English, and if necessary, the students’ first language. In parallel, the English language teacher might teach students the grammatical structures used for explaining the past tense (simple past, past progressive, and past perfect), the language to describe cause and effect (because of, due to, results in), and word forms (empire, emperor). In summation, the student has learnt both the concept of the Civil Disobedience Movement and can articulate or explain it using appropriate grammar and terminology.
The CLIL Framework
The framework of CLIL is based on the 4Cs i.e., Content (or the subject matter), Cognition (the process of learning and thinking), Communication (the process of interacting and using the language), and Culture (developing an understanding of the language). So, CLIL teaching is not only a matter of learning how to teach both content and language, but also how to integrate them. In this aspect, it is very different from immersion or content-based instruction techniques of language acquisition as it emphasises the need to harmonise language and content-based learning rather than prioritising one over the other.
According to Marsh et al. (2001), students cannot improve their content knowledge and skills without learning the language, because the subjects are discussed, constructed, evaluated and embedded in the language. The basic aspect of learning any language or developing fluency in it is to acquire as much vocabulary as you can. Vocabulary can be divided into three parts: Basic vocabulary, academic vocabulary, and discipline-specific vocabulary. CLIL involves learning to use language appropriately while using language to learn the subject adequately.
In every CLIL lesson plan given by the University of Cambridge, ESOL examinations it is repeatedly insisted that “Every subject has its content obligatory language which means a subject-specific vocabulary, grammatical structures, and functional expressions”. For instance, a chapter on ‘Plants’ in Grade 3 Science would have vocabulary such as ‘photosynthesis’, ‘stomata’, ‘sunlight’, etc which are domain-specific for science for that level. Therefore, each chunk of content associated with CLIL has a specific vocabulary and the teacher has to relate his/her teaching with the newly learnt vocabulary with the old one, which is also the preliminary step in the CLIL approach.
The Final Word
The objectives of CLIL are varied, but among the most relevant ones are to improve the educational system, to establish the necessary conditions that will allow students to achieve the appropriate level of academic performance in curricular subjects, to develop intercultural understanding and to hone their social and thinking skills. Moreover, CLIL prepares students for the globalized world by increasing their motivation to learn foreign languages and cementing their intercultural competence.
As an approach, CLIL has been very successful in countries such as China, Malaysia and Thailand in promoting content learning and language acquisition. In India too, CLIL is gaining currency slowly and steadily but needs some more research, the willingness to adopt, and flexible implementation. Some initiatives have been taken in this direction. For instance, CLIL@India a 3-year project co-funded by the European Union was a consortium of 7 Universities from India and Europe dedicated to developing a new model of bilingual education by introducing Content and Language Integrated Learning (CLIL) as an innovative pedagogical practice in the Indian education system to preserve the nation’s multilingualism.
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References:
- https://bridge.edu/tefl/blog/what-is-clil/
- https://www.onestopenglish.com/clil/what-is-clil/501038.article
- https://www.teachingenglish.org.uk/article/clil-lesson-framework
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Authored By- Sanjhee Gianchandani
Sanjhee Gianchandani is an English language curriculum designer and editor with a Master’s from LSR, University of Delhi, and a CELTA from Cambridge. She has authored grammar books, edited over 100 academic and literary works, and specialises in English language teaching (ELT) pedagogy.
Starting from the 2025-26 academic year, the Council for the Indian School Certificate Examinations (CISCE), which oversees the ICSE and ISC board exams, will introduce substantial changes to its academic framework. These reforms align with the National Education Policy (NEP) 2020 and aim to impact over three million students across India, as reported by The Times of India.
Robotics and AI in Curriculum
A significant aspect of the reforms is the inclusion of robotics and artificial intelligence (AI) in the curriculum for Classes XI and XII. For younger students, elements of AI and coding will be integrated into their computer science courses, ensuring these technologies are taught in a simplified and engaging manner. The objective is to familiarise students with emerging technologies from an early age, equipping them with skills for the future.
Introduction of Competency-Based Exams
The CISCE will also introduce a ‘holistic progress card’, a 360-degree evaluation system to assess students’ development across academic and non-academic domains. This approach will provide a comprehensive view of student achievements beyond traditional metrics.
Changes in the board exam structure are also on the horizon. From 2025, 25% of exam questions will be competency-based, focusing on critical thinking and core skills rather than rote memorisation. This percentage will increase to 40% in 2026 and 50% by 2027, promoting deeper understanding among students.
Digital Assessments and School Improvement
To enhance educational standards, the council will roll out digital assessments for students in Classes III, V, and VIII from 2025-26. These assessments aim to identify students who need additional support or those excelling beyond their grade level. Additionally, a school improvement plan will be introduced, encouraging high-performing schools to partner with state governments to enhance the quality of education in government institutions.
The overarching goal of these reforms is to foster a balanced, skills-oriented learning environment that prepares students for real-world challenges and opportunities.
Education
Aditya Birla World Academy Hosts ‘The Happy Place’ an Interschool Festival to Drive Awareness on Mental Health
In a collaborative effort between Aditya Birla World Academy (ABWA) and Mpower, an initiative of Aditya Birla Education Trust the Happy Place Interschool Festival was successfully held to raise awareness about mental health, with this year’s theme being The Mindful Megabyte – Digital Wellness. The event saw participation from over 200 students across various schools in Mumbai across boards, engaging in a variety of creative and expressive competitions, including Solo/Duet Singing, Art, Photography, AD-Film Making, Drama, Slam Poetry, and Dance. Each event centered around the theme of digital wellness, focusing on the impact of technology on mental health and well-being.
The Happy Place Interschool Festival, introduced by Aditya Birla World Academy (ABWA), is built on the belief that mental health awareness is a crucial aspect of a child’s holistic development. At ABWA, students benefit from a robust mental health and emotional well-being curriculum that supports resilience alongside academic excellence. Under the leadership of Mrs. Neerja Birla, Founder and Chairperson of Aditya Birla World Academy and the Aditya Birla Education Trust, this vision has flourished. A passionate mental health advocate, Mrs. Birla firmly believes that mental health awareness and support should be accessible to all students, empowering them with the tools they need to thrive.
As an extension of this vision, the Mindsmatter program has reached 25 schools and over 40,000 students across India in the past year, with 318 teachers trained and 67 mentoring sessions conducted. The program has positively impacted behavior, self-esteem, and academic performance, with 83% of participants reporting improved communication skills and 61% noting reduced stigma around mental health.
For the last 6 years, The Happy Place Interschool Festival has expanded beyond ABWA, engaging students from schools across Mumbai to raise awareness on mental health through creative activities. This festival sustains the conversation on mental health, offering students a thoughtfully curated platform to explore these critical themes, express themselves creatively, and build empathy. Through themes like Digital Wellness, participants reflect on their emotional health, fostering a balanced and mindful approach to life.
Mrs. Radhika Sinha, Principal of Aditya Birla World Academy (ABWA), “highlighted the importance of such initiatives, stating, “The Happy Place interschool festival is not just a competition, but a mindful space for students to engage in conversations about mental health while expressing their creativity. The focus here is not only on winning but also on creating an environment where students can explore topics like Digital Wellness that are highly relevant to the challenges the youth face today. These activities help drive awareness, fostering a sense of empathy and mindfulness amongst our students.”
The competition’s theme, Digital Wellness, reflects the growing influence of technology in the lives of young people. While digital platforms provide numerous opportunities for connection, learning, and creativity, they also come with risks such as overuse, social media addiction, cyberbullying, and sleep deprivation. Striking a balance between the positive and negative impacts of digital media is crucial for the well-being of today’s youth.
Parveen Shaikh, VP Operations at Mpower, highlighted the urgent need for digital wellbeing support amidst the growing mental health crisis: “In today’s digital age, the constant use of technology is significantly impacting mental health, particularly among young people. Studies reveal that 1 in 5 individuals experience symptoms of mental health conditions, with excessive screen time and online pressures contributing to this rise. Alarmingly, 50% of mental health issues begin by the age of 14, and 75% by age 24. By focusing on digital wellbeing and creating awareness around healthy tech habits, we aim to provide timely interventions that encourage young people to seek help and maintain a balanced, mentally healthy lifestyle.
Research on digital wellness suggests that excessive use of digital devices can negatively affect mental health, particularly among students. Studies show that prolonged exposure to screens can lead to anxiety, depression, and social isolation. Initiatives like The Happy Place Interschool Festival play a significant role in bringing these critical discussions to the forefront, encouraging students to reflect on their digital habits and make informed choices.
As this year’s competition concludes, the collaboration between ABWA and Mpower continues to raise awareness on crucial mental health issues, ensuring that students are empowered to lead balanced, mindful lives.
Education
Department of School Education & Literacy Proposes October Activities to Honour Senior Citizens
In observance of the International Day of Older Persons, celebrated annually on 1st October, the Department of Social Justice and Empowerment, in collaboration with the Department of School Education & Literacy, has proposed a series of activities throughout October 2024. These initiatives aim to instil values of respect, care, and empathy towards senior citizens among students, fostering intergenerational bonding.
This month-long celebration focuses on connecting students with the elderly, emphasising the invaluable contributions, wisdom, and dignity of older generations. With life expectancy rising globally, and older persons expected to outnumber youth by 2030, the importance of fostering respect for senior citizens is more relevant than ever.
Educational institutions have been encouraged to observe Grandparents’ Day, featuring activities like storytelling and interactive games. Schools may also host pledge-taking ceremonies, where students and staff commit to respecting and supporting the elderly.
Morning assemblies or language classes will offer opportunities for students to recite poems and shlokas that emphasise respect for elders, drawing from India’s cultural heritage. Schools will also facilitate interactions between students and senior citizens, allowing for the sharing of stories, historical discussions, and the exploration of traditional crafts.
Students will be encouraged to engage in community service projects with senior citizens, strengthening intergenerational solidarity. Mentorship programs, where seniors share their expertise in arts, culture, and vocational skills, are also proposed, benefiting both generations.
These initiatives, rolled out across States/UTs and educational institutions, are designed to promote care and concern for senior citizens, creating a society built on mutual respect and understanding.
Education
Ministry of Education Hosts Two-Day STARS Workshop to Strengthen School-to-Work Transition and Assessment Systems
The Ministry of Education’s Department of School Education and Literacy (DoSE&L) organised a two-day knowledge-sharing workshop under the Strengthening Teaching-Learning and Results for States (STARS) project in Bhopal, Madhya Pradesh, from 30th September to 1st October 2024. The workshop aimed to foster a robust educational ecosystem that prepares students for the challenges of the future workforce, focusing on the school-to-work transition and strengthening assessment systems.
The workshop was inaugurated by Uday Pratap Singh, State Minister of Transport and School Education, who highlighted the importance of the National Education Policy (NEP) 2020 in shaping the overall development of children. He stressed the role of the STARS project in transforming the education system.
Day 1 featured key discussions led by Sanjay Kumar, Secretary of DoSE&L, who underscored the need to bridge the gap between education and employment. This was followed by panel discussions moderated by Vipin Kumar, Additional Secretary of DoSE&L, where speakers explored the integration of skill education into school curricula and the promotion of multidisciplinary learning, internships, and apprenticeships under NEP and the National Credit Framework (NCrF).
Further, Dinesh Prasad Saklani, Director of NCERT, emphasised the importance of collaboration between departments and aligning the curriculum with industry demands. Usha Titus, Managing Director of the Additional Skill Acquisition Programme in Kerala, led a session on the role of psychometric assessments and career counselling in preparing students for the workforce.
On Day 2, Vipin Kumar discussed the need to improve current assessment models, followed by presentations on psychometric analysis and innovative assessment practices by educational leaders, including Smt. Idzes Angmo Kundan and Jonas Bertling.
The workshop concluded with key takeaways from Vipin Kumar, who highlighted strategies for enhancing assessment systems and improving school-to-work transitions to ensure a better future for students.
(With inputs from ANI)
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