DESIGNING BUSINESS CHINESE COURSES IN HIGHER EDUCATION FOR THE DEVELOPMENT OF GRADUATE COMPETENCIES IN RESPONSE TO LABOR MARKET DEMANDS

Abstract

This research aims to 1) Examine labor market perspectives on the business Chinese competencies of graduates, 2) Analyze labor market demands for graduate competencies in real working contexts, and 3) Propose competency-based guidelines for designing business Chinese courses aligned with labor market needs. The scope of the study is defined within Panyapiwat Institute of Management, Bachelor of Arts Program in Business Chinese. The population comprises stakeholders of the program, including employers, graduates, instructors, and students. A purposive sampling technique was employed to select 229 participants, consisting of employers from 25 organizations requiring Chinese-speaking personnel, 73 graduates, 9 instructors, and 122 students in years 2 - 4. This study adopts a qualitative research methodology by integrating policy document analysis with field data collection through in-depth interviews and semi-structured questionnaires. The research instruments include interview guidelines and questionnaires validated for content validity. Data were analyzed using content analysis through coding, categorization, and thematic synthesis. The findings indicate that the labor market emphasizes practical competencies integrating business Chinese language skills with business knowledge. These competencies can be synthesized into five key domains: 1) Business Chinese communication in real-life situations, 2) Fundamental business knowledge, 3) Digital technology and artificial intelligence skills, 4) Cross-cultural working skills, and 5) Professional skills in accounting, finance, resource management, and entrepreneurship. The study proposes course design guidelines that emphasize experiential learning, integration of Chinese language, business, and technology knowledge, as well as professional skills, and alignment with real workplace contexts. These approaches aim to enhance graduate competencies to effectively meet labor market demands in the digital era.