• Landline: 043 99 1828
  • Email: Hello@pfes.ae

Our Story

Prime Focus Educational Services is known for delivering world-class training in the fields of Language, Professional Personal Development, Information Technology, Music and Art. Second-to-none, we are a professional and approachable training provider.

With quality assurance at the heart of our operations, we ensure each course is delivered to the highest standards, without any compromise on value for money and customer service.

PFES opened its first Dubai office in 2015 to provide private tutoring to individuals throughout the UAE. Since then, the team has grown to include over 200 tutors and staff. This is where we entirely focus on assisting students in achieving their educational and professional goals.

Our expert training specialists have delivered training programs to over 600 different organizations and 5,000 employees. We cater to clients of all sizes, from small local businesses all the way to large corporate multinational companies.

To ensure genuine relevancy and maximum impact, courses are designed directly keeping the target team’s job role at the forefront.

Mission Statement

Our aim is to provide the highest-quality language training and related services to our students and clients. We strive to provide the best value and customer service, ensuringthat our clients obtain the skills and knowledge desired.

In pursuance of this mission, we employ the following best practices:

  • Regularly raising the standards of performance and achievement
  • Utilizing a variety of teaching techniques to meet the needs of our diverse student population
  • Promoting global communication and cross-cultural understanding
  • Constantly updating and enhancing our programs
  • Establishing a comfortable and engaging learning environment


Our commitment to student success is reflected in our core values of:

  • Educational Excellence
  • Student Satisfaction
  • Continuous Improvement of our Institution

At PFES, our students come first!


Our Methodology

At PFES, we follow the Common European Framework of Reference for Languages (CEFR); a structured and organized framework to ensure our clients are satisfied & well guided in their learning journey.

About the Common European Framework of Reference for Languages (CEFR)

The Common European Framework of Reference for Languages (CEFR) is an international standard for describing language ability.

It describes language ability on a six-point scale, from A1 for beginners, up to C2 for those who have mastered a language.

We use scientifically proven methods to help you review and remember what you’ve learnt so you can confidently use the language in real life.

  • The Direct Method

In this method, pupils are taught in the target language. Students are discouraged to use their mother tongue. While emphasis is placed on good pronunciation, grammar rules are ignored.

This method aids language comprehension and fluency in speech.

  • Audio-Lingual

The theoretical assumption behind this method is that learning a language is similar to acquiring new habits. Students are encouraged to practice dialogues so that the new language is first extensively drilled before it is introduced in written form.

This method supports correct pronunciation and proper structuring

  • Communicative Language Teaching (CLT)

This method enables the learner to communicate effectively and appropriately in various situations. The content of CLT courses cover functions such as inviting, suggesting and complaining. It also includes notions such as the expression of time, quantity, location.

This approach is designed to motivate students to communicate successfully in the target.