Language Instruction • Cultural Consulting • Online Training Programs for Children & Teens • Language Assessment & Testing
Dear Friends and Colleagues, It is a great honor and pleasure to be a part of Berlitz as we celebrate our 130th anniversary. The Berlitz of today is heir to a unique and rich tradition of excellence, innovation, and leadership. It is this legacy that inspires us to strive to provide the very best products and services and to surpass the expectations of our customers. This anniversary is dedicated to the employees of Berlitz, past and present, whose efforts and loyalty have defined our companyâ€™s success. We are especially proud of our instructors and recognize the direct impact they have on our success and the success of our customers every day. During 2008, we celebrate â€œ130 Years of Innovationâ€? as the premier language training and cultural consulting service provider. Our rich traditions and approach to training have had a direct impact on revolutionizing the way languages are taught, and we are constantly refining our products and services to meet the evolving needs of our customers. It is this rich training tradition and progressive philosophy that define our company. Let us mark our anniversary by recognizing our employees and our strong spirit of innovation, as it is they that ensure our continued success and the satisfaction of our customers around the world.
Soichiro Fukutake Chairman of the Board
1878 Beginnings Origins of the Berlitz Method® ..........................2 1881-1914 Worldwide Expansion and Global Recognition 1929 The Great Depression Surviving Tough Times ......................................3
Milestones in Berlitz Innovation ..............................8 Celebrating Our Employees A Diverse Workforce..............................................10 Language Makes All the Difference in the World When in Rome, or anywhere else….....................11
1965 Total Immersion® Intensive Language Learning for Rapid Results 1966 Berlitz Goes to Asia 1970 Technology Enhances Learning ........................4
Spotlight on the Americas.....................................12
1982 Berlitz Kids Language Learning for Children........................5
The Berlitz Public Face Then and Now................15
1994 Berlitz Cultural Consulting® Solutions beyond Language 1997 The Berlitz Learning Cycle Tools to Help Students Succeed..........................6
Spotlight on Japan & Asia.....................................13 Spotlight on Europe & the Middle East................14 Berlitz Worldwide...................................................16
2002 BerlitzEnglish® Fully Integrated English Program with Authentic Content 2003 Berlitz Virtual Classroom® Instructor-led Distance Learning ..........................7
Published by: Berlitz International, Inc. | Writers: Takanori Kurihara, Kenichiro Morita, Rita Pauls, Dena Santoro, and Carol Trinca-Bautista | Copy Editor: Dena Santoro This magazine was designed and produced by MAYA press: www.mayapress.net - T: 212-260-5869 | Photographers: All Rights Reserved Copyright 2008 Berlitz International, Inc. All Rights Reserved MAYA press makes no warranties, expressed or implied, related to the information contained in its publications. Neither MAYA press nor its agents may be held responsible for any errors or omissions.
Photocover: Maximilian D. Berlitz, Founder and Creator of the Berlitz Method ® - 1878
Founding and Max Maximilian Delphinius Berlitz was in the right place at the right time, offering a service many people needed. His was not the only language school in existence, but he had a unique vision: to build his schools into a world-famous organization.
Origins of the Berlitz Method ®
M. D. Berlitz was born in Germany. He studied many languages, including the major Romance languages, several Scandinavian and Slavic languages, Latin and Greek. He arrived in the U.S. in 1870 and settled in Westerly, Rhode Island. By 1877, M. D. Berlitz had moved to Providence and established himself as an instructor of languages at the Bryant and Stratton National Business College. He opened the first Berlitz School in Providence in 1878.
In need of a French instructor, Berlitz placed an ad in The New York Times and was pleased to receive an impressive résumé from a Frenchman named Nicholas Joly. When Joly arrived in Providence, Berlitz was shocked to discover that he barely spoke a word of English! Ill from overwork, Berlitz instructed Joly to point at objects and describe them, act out verbs as best as he could, and make the students repeat and answer questions. With that, Berlitz turned the French class over to his new assistant and took to his bed, hoping for the best.
Immigrants landing at Castle Garden (By courtesy of the Ellis Island Immigration Museum)
Several weeks later, Berlitz returned to find animated students chattering away in elegantly accented French… and the Berlitz Method® was born! In a few weeks, students had achieved a level of proficiency far beyond what would have been possible with traditional instruction. The original founding principles remain the core of the Berlitz Method® today: focus on conversation first with maximum student participation, speak only the language being taught, present objects and actions in a building-block approach, teach grammar by example and visual demonstration, employ native-fluent instructors and make corrections in a positive way to build students’ confidence.
LANGUAGES Prof. Berlitz, a native German and former resident of France, of late a teacher of English branches in this country, will receive pupils in Ancient and Modern Languages, especially in French, German and Latin; THREE MONTH’S DAILY INSTRUCTION FOR $10. Rooms light and pleasant; method original and easy; very little memorizing required; rapid progress guaranteed; individual instruction to every student; a few days’ trial free; students not confined to any one hour. Special attention to Conversation and Correspondence …
Providence Daily Journal, July 1, 1878
M. D. Berlitz teaching French police officers in Paris, France (1907)
1881-1914: Worldwide Expansion and Global Recognition
1929 The Great Depression Surviving Tough Times
A success in New England, Berlitz opened schools up and down the East Coast, moved his headquarters to New York City in 1886, and finally reached the Pacific Ocean with a school in San Francisco. Berlitz also took his Method to Berlin (1888), Paris (1889), and London (1889). He hired a publisher to print materials under the “Berlitz Method” title. By 1900, Berlitz listed twenty-five titles in print, small hardcover books accompanied by illustration cards for use in the classroom. It was another important advance for Berlitz, one that helped to maintain the integrity of the Berlitz Method® worldwide.
By the time World War I began, Berlitz had over 200 schools worldwide. Unfortunately, the European division had schools on both sides, causing operations to fracture. Finding a way through the Great Depression and World War II proved equally difficult. Berlitz U.S. withstood the war years in large part by providing language training to government agencies. The European schools were preserved by the indomitable Mme Thérèse Delpeux, who started as a teacher and may very well have been one of the first European women to head a multi-national company. She was one of a long line of important women in Berlitz management.
Expositions were an important forum for displaying new ideas and technologies at the beginning of the 20th century. Berlitz demonstrated the Berlitz Method® at the 1900 Universal Exposition in Paris. Afterward, the Congress of Teachers of Modern Languages formally adopted his principles and an international jury awarded Berlitz two gold medals for superiority of method and instruction in language teaching. Berlitz performed similar demonstrations at the St. Louis International Exposition and won the grand prize. By this time, his schools stretched from England to Russia as well as into Latin America and the Middle East. The 100th Berlitz School opened in 1900, just twenty-two years after the first one had opened in Providence!
1964 Berlitz Total Immersion® Intensive Language Learning for Rapid Results
Berlitz Total Immersion®, our most elite language training program, is customized to focus entirely on the needs of the individual. Begun as an experiment in 1964, this intensive individual learning program immerses the student in his or her new language all day. Lunch with the instructor provides additional practice in using the new language socially, while a session with two instructors simultaneously prepares one for the give and take of business meetings. Students can learn to communicate from basic social encounters to more complex business interactions in as little as one to three weeks. So fast and effective, students even recount dreaming in their new language during their Total Immersion® training!
1970 Technology Enhances Learning
Improvements in technology brought Berlitz materials to life. New “Multi-Media” programs, consisting of audiocassettes and reader/workbooks, made it possible for students to review at home. Providing exposure to different voices and accents, they also allowed instructors to spend more time on new material and less time on review, thus accelerating the learning process.
1966 Berlitz Goes to Asia
The 1960s saw an aggressive campaign to launch schools in Asia. The process began in Japan, with Berlitz Tokyo opening in 1966, then Thailand and eventually stretching across Asia. Today, with over ninety Language Centers, the main languages taught at these locations are English, Mandarin, French, Japanese, German and Korean.
1982 Berlitz Kids® Language Learning for Children
Children should learn a second language because childhood is the best time to learn a language. Berlitz Kids® curriculum provides age-appropriate activities and materials, which allow young children to participate in interactive activities. They learn through flashcards, songs, and games in colorful, cheerful “Kids Rooms” found in many Language Centers. Designed for all learning styles, the programs give children a chance to succeed at language learning in an encouraging environment.
Berlitz Kids® specializes in multi-sensory materials, designed for children age four to nine, that are appropriate for home, summer camp or classroom use. In many countries, Kids and Teens Camps have become very popular. For teens, Berlitz also provides special services, language test preparation and tutoring.
CHILDREN SHOULD LEARN A SECOND LANGUAGE… Learning a second language early: Improves general academic skills, which carry over to other subjects; Helps children gain an understanding of other people, places and cultures; Teaches a new way to think – similar to studying music; Opens doors to internships, scholarships, study abroad and higher education; Allows young adults to relate to another social network of people who speak that language; Enables students to explore the worldwide web and international periodicals; Gives students a head start in preparing for careers requiring a second language.
1994 Berlitz Cultural Consulting® Solutions beyond Language
Berlitz Cultural Consulting® defines Global Leadership and Intercultural Competence as the overlapping of three key cultural components (National, Corporate and Individual) that create an interface. All Berlitz Cultural Consulting® programs address this interface of multicultural and global competence and leadership.
Cultural Consulting bridges the communication gaps for international travelers, business transferees and their families. When an employee relocates, transferee and family must prepare for key life changes. Cultural Consulting lessens the culture shock that can occur on either side of a move. By learning important social and business customs and preparing for changes in daily routines, participants arrive in their new homes and workplaces ready to communicate with ease and confidence!
1997 The Berlitz Learning Cycle
Tools to Help Students Succeed Berlitz defines Learner-Centered Instruction as putting the student first. The Berlitz Learning Cycle process begins with an initial consultation, including a needs analysis and placement test to determine the client’s proficiency in the chosen language. Once the starting level, goals, timeframe and budget are clear, a course of study is agreed upon with the prospective student. During the course, instructional monitoring and Level Checks ensure that the student is on track to meet his or her goals. Progress reports provide additional feedback. The Manager of Instruction or Counselor reviews progress with the student and together they determine any changes in the program that may be needed. Student success is the first priority!
2002 BerlitzEnglish® Fully Integrated English Program with Authentic Content
BerlitzEnglish® is a groundbreaking program, the result of research by the Berlitz global curriculum development team, who consulted instructors, students and country managers as well as outside educators, developers and researchers. Original multimedia materials provide timely, authentic content from leading media partners such as Time Warner and AOL.
BerlitzEnglish® course books, audio CDs, CD-ROMs and a dedicated Web site prepare students to speak English in everyday social and business situations. As student requirements demand, those in intermediate and advanced levels may pursue business or social courses or combine the two in customized formats to achieve their unique language-learning goals.
2003 Berlitz Virtual Classroom® Instructor-led Distance Learning
Imagine arriving back from a meeting to your Mumbai hotel room, opening your laptop and continuing your Japanese lessons with your instructor, who is at home in Tokyo! With Berlitz Virtual Classroom®, it’s possible! BVC answers student demand for a flexible learning environment, enabling students and instructors to meet in real time via the Internet. In an age when computers are widely available at home and work, the “classroom” is elastic. Class content is identical to that of face-to-face lessons, and can be easily recorded, making review simple. Innovative and convenient, this teaching method eliminates travel time and scheduling constraints. BVC also works well for groups, particularly within organizations, who can meet in the virtual setting. This allows classes to gather with ease, whether across town or across several time zones.
Milestones in Berlitz Innovation
The Berlitz School of Languages is founded by Maximilian D. Berlitz in Providence, Rhode Island, and the world-renowned Berlitz Method® is born.
Berlitz Total Immersion®, our most intensive language training program, is developed and successfully introduced.
A period of worldwide expansion and global recognition - by 1914, Berlitz has opened schools in the U.S. as well as Europe, Latin America and Africa.
Berlitz is one of the few international organizations to survive two World Wars and the Great Depression.
The Berlitz global network expands to Asia, as the first Berlitz Language Center opens in Tokyo.
The unique and proprietary Berlitz Multi-Media materials are developed, allowing for standardized curriculum delivery on a global basis.
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Berlitz Cultural Consulting® is launched, offering solutions designed to develop greater intercultural effectiveness and global leadership excellence.
The Berlitz Learning Cycle, which clarifies our delivery process from program recommendation through level completion, is developed in order to better meet the needs of our customers.
Berlitz Kids® is introduced, featuring materials and activities geared toward language learning for children and teens.
BerlitzEnglish®, a fully integrated English program, is launched. Centered around practical situations, it offers authentic content sourced from prominent media partners.
Looking ahead, Berlitz will continue its cutting-edge innovation, evolving language and cultural programs to help the world communicate well into the future.
Berlitz Virtual Classroom® is launched, offering live instructorled distance learning via the Internet, and delivering the same high-quality Berlitz instruction provided in face-to-face scenarios.
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Celebrating Our Employees
A Diverse Workforce Berlitz has always been a diverse environment, united by culture, knowledge, and talent. Without this intricate mix, Berlitz could not exist. Berlitz teachers are professionals who bring their educational backgrounds, expertise and empathy to each class. The highly respected Berlitz Instructor Training program provides many effective teaching tools as well as sound pedagogy. Managers of Instruction hold periodic workshops to coach instructors in new techniques and hone their teaching skills. Peer mentoring provides ongoing support. Likewise, Berlitz leaders come from every walk of life and are dedicated to innovation in education. Many Berlitz managers are women. â€œBerlitz peopleâ€? are eager to share their cultures, customs, and histories. The contributions of all employees, who have chosen to share this richness with students and peers, are highly valued.
10 REASONS WHY WE LOVE TEACHING AT BERLITZ We love teaching at Berlitz because we value and enjoy: 1 Opening the door of language for our students; 2 Encouraging students to develop new talents, skills and ways of thinking; 3 Giving children, and adults, a positive feeling about language-learning; 4 Helping students overcome the difficulties we had when learning new languages; 5 Identifying learning problems and finding solutions; 6 Speaking our native language; 7 Exchanging our life experiences in particular fields with those of our students; 8 Learning about the diverse cultures of both our students and colleagues; 9 Seeing practical results after students take their lessons and reach their goals; 10 Empowering our students to be more successful in their work and fulfilled in their personal lives.
Language Makes All the Difference in the World
When in Rome, or anywhere else… Berlitz teaches languages at every level, from the most basic to the most professional programs. At the beginning level, many people say they don’t have the time (and some even admit they don’t have the inclination) to learn a foreign language. If you’re one of these people, take heart. When traveling for business or pleasure in another country, you will be pleasantly surprised at the big smile you get just for trying a few simple words of greeting in the local tongue. While we understand thousands of words in our own language, in most everyday speech, we only use the most common 800 or so. One of Maximilian Berlitz’s many innovations was to teach these words and expressions first, so that after a relatively short course of study, one can communicate in many practical situations. You are already familiar with many foreign words. Called cognates, they have their root in another language. In English, apartment, hotel, journal, logic, menu and restaurant all come from French. Much computer terminology is borrowed directly from English. At the advanced level, where it’s not only a question of making oneself understood, but where nuance of meaning, the use of current technical or business specific terminology, facility in making presentations, and writing proposals and emails are all critical, Berlitz has the experience to help you refine your language skills. The Berlitz Levels Chart helps students define their current level and set goals for their course of study.
TIPS ON LANGUAGE LEARNING Try to think in the new language and avoid translation; Speak out loud, train your vocal cords to make the sounds of the new language; Don’t be afraid to make mistakes, we learn from our mistakes; The more exposure, the better. Watch movies and TV, listen to the radio, read newspapers and magazines and surf the net; Practice, practice, practice … seize every opportunity to speak with others; Of course, review your study materials and come to Berlitz as often as possible!
Spotlight on the Americas The Americas region holds the unique honor of being richest in Berlitz history given that the Berlitz School of Languages was founded in Providence, Rhode Island, in 1878. With worldwide expansion in the early 1900s, the first Centers in the Region included Buenos Aires, Havana, Mexico City, Montevideo, Rio de Janeiro, and Toronto. Today the Americas region includes seventeen countries with Centers in more than 135 cities.
Top 10 Languages Taught in the Americas
The region encompasses many proud cultures, colorful traditions, and a variety of native languages, including English, Spanish, Portuguese, Canadian English and Canadian French. The primary language taught is English (72%), and the region services a mix of corporate and consumer customers, the ratio of which varies from country to country. The Americas region values and honors Berlitz employees with annual rewards programs. Language Instructors and Cultural Trainers in the U.S. are honored with the Instructor of the Year Celebration of Excellence. Elected by our students, honorees gather at US Headquarters for the annual gala event. The Americas also hosts a region-wide Language Center competition which rewards winners in each country with a hosted visit to any city with a Berlitz location within the region. Past winners have visited such cities as Vancouver, Buenos Aires, and New York.
Mandarin | Arabic | Japanese | Other 1% Each
In Brazil, the Berlitz Green campaign – a series of posters and communications with hints and guidelines on conservation, recycling, and carbon footprint reduction – was successfully launched. Communications are prominently placed in the Language Centers, getting the word out to both our students and our employees. Naturally, the messaging is printed on recycled paper with environmentally friendly inks. Berlitz Canada has also successfully launched a Berlitz Green campaign. Two Language Centers have been built from the ground up using green architectural principals—with materials such as non-toxic wallpaper glue and environmentally friendly wood flooring. The Americas region is committed to “going green,” and the plan is for more countries to follow suit in 2008.
Markham LC, Canada built using green architectural principles.
The Americas Mascot The turtle is a strong, noble, and thoughtful creature. The turtle may be slow on land, but is always focused and never deterred from his or her goal, and in the water, the turtle is always swift and sure. Turtles help each other, and they never give up, which makes the Turtle an admirable mascot for the Americas region! Berlitz Green materials from Brazil.
Spotlight on Japan & Asia
The Asia region spans a total of twelve countries, with over ninety centers, which include wholly owned Berlitz LCs plus Berlitz and ELS franchises. The major languages spoken in the region are Mandarin, Hindi, Indonesian and Japanese. Corporate clients account for approximately 55% of Berlitz students in Asia and consumers make up 45%. Our clientsâ€™ top reasons for study are business, personal development, and career change. The main languages studied are English, Mandarin, French, Japanese and Korean, with the remaining amount made up of more than twenty other languages. The Berlitz Business Communications School (BBCS) was launched in the fall of 2006 in Japan. Its aim is to teach effective business communication and to give participants realistic situations in which to practice such skills. The courses focus on meetings, negotiations, presentations, leadership and coaching as well as cross-cultural skills.
Top 10 Languages Taught Japan & Asia
French 2% Mandarin 5%
Japanese | Korean | German | Thai | Spanish | Italian | Other 1% Each
Spotlight on Europe & the Middle East Top 10 Languages Taught Europe & Middle East
Spanish 4% French 9%
Dutch Flemish 4%
Italian 2% Russian | Swedish | Portuguese 1% Each Other 3%
In the European/Middle East region, where more than forty different languages are spoken, Berlitz is present in forty-four countries with 221 centers. Within the European Union, 56% of inhabitants speak at least one second language and 28% speak at least two foreign languages. Thus our customers often expect to receive high levels of language training. Many companies expect their employees to have a certain degree of fluency in English. Corporate training programs focus on improving language proficiency and employees’ communicative effectiveness while strengthening their intercultural skills. Berlitz develops task-based trainings that focus on skills relevant to specific job functions. These programs meet the needs of each company and can be delivered in short time periods. Due to an increasing demand for highly specialized trainings, Berlitz recently launched Business Seminar programs in the region’s key countries. These programs deliver compact seminars on more than fifty topics related to fields such as leadership and coaching, project management, general management, law and finance, intercultural skills, communication and sales.
Berlitz has expressed its commitment to social causes by forming a foundation dedicated to improving education. “Education for all children!” is the goal of “The Berlitz Educational Foundation for Children.” The foundation supports several organizations, including Plan International and Hope of the Children International. In addition to its regular donation, Berlitz donates a percentage of income received from various promotions. On November 20, 2007, the inaugural ceremony celebrating our 130th anniversary took place at the Musée d’Orsay in Paris. More than 500 international guests enjoyed the launch of the book 130 Years of Innovation and Passion for Teaching written by Constant Reinders, whose brilliant career with Berlitz spanned four decades. This engaging history captures the heritage of the company in Europe, and offers wonderful profiles of teachers, students and management.
The Berlitz Public Face Then and Now
Berlitz Worldwide Top 10 Languages Taught Worldwide
Spanish 5% French 7%
Mandarin 2% German 5%
Italian 2% Dutch/Flemish | Japanese | Portuguese 1% Each Other 5%
The top languages taught at Berlitz have varied over the years, reflecting prevailing economic, political, and social circumstances. English, thanks to its prominent position in business, is currently the most widely taught language worldwide. French, Spanish and German make up the next most popular choices. With the growth of the Chinese economy, Mandarin has gained popularity in recent years. Berlitz clients come from all walks of life and include heads of state, members of royalty, government and military officials, CEOs and corporate executives, writers, artists, musicians, actors and actresses, TV and cultural personalities, athletes and sports figures, beauty queens, owners and employees of small businesses, students and anyone else who needs to speak another language. Their reasons for study include international relocations, business and personal travel, local business, educational requirements, career advancement and personal enrichment. Berlitz has taught millions of students to date. Last year, more than 50 languages were taught. There are currently over 500 language centers in some 70 countries with over 5000 employees.