Clients’ Characteristics and Marketing of Products: Some Evidence from a Lifelong Education Centre

By Chooi-Leng Ang, Lip Sam Thi, Padmini Pillai, Hamzah Haji Abdul Rahman and Zolkafli Hussin.

Published by Journal of the World Universities Forum

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

It cannot be denied that the key for survival of the business and public sectors in the era of globalisation is the knowledge worker. It is imperative for organisations to chart out a road-map for the professional and continuous training of their employees so as to nurture and build a pool of multi-skilled workers with state-of-the-art knowledge. Education providers can therefore plan crucial industry and market-oriented programmes catering especially for the needs of such working adults. This paper addresses the training needs of working adults in Malaysia. Specifically, it shares the knowledge of who these adult learners are and what programmes they are interested in. The knowledge was acquired by exploring the database of these working adults following executive diploma programmes organised by the Executive Development Centre (EDC) UUM using data mining.

Keywords: Profiling, Lifelong Education, Malaysia

Journal of the World Universities Forum, Volume 2, Issue 4, pp.173-190. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.224MB).

Dr. Chooi-Leng Ang

Lecturer, UUM College of Arts and Sciences, Universiti Utara Malaysia, Kedah, Malaysia

Chooi-Leng Ang is an Associate Professor at the College of Arts and Sciences, UUM. She is currently the programme coordinator at Executive Development Centre. She is an active researcher, having authored numerous academic papers for journals and conference proceedings. Her research interests include ICT applications in business, DSS, quantitative analysis and modelling.

Dr. Lip Sam Thi

Lecturer, UUM College of Business, Universiti Utara Malaysia, Kedah, Malaysia

Lip Sam Thi is a senior lecturer in the College of Business, Universiti Utara Malaysia. He has a Ph.D in management from Loughborough University, United Kingdom. His research interests include e-commerce, organisational behaviour and lifelong learning.

Padmini Pillai

Deputy Director, Executive Development Centre, Universiti Utara Malaysia, Sintok, Kedah, Malaysia

Dr. Hamzah Haji Abdul Rahman

Universiti Utara Malaysia, Malaysia

Zolkafli Hussin

Lecturer, College of Business, Universiti Utara Malaysia, Kedah, Malaysia


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