Key Demand Factors in Professional Business ‎Courses: A Mixed-Methods Study

Most businesses recognize that education and advancement ‎opportunities are essential components of human resource ‎development. Transfer of training is considered to be a significant ‎problem in the process of transferring knowledge, skills, and ‎attitudes from training to a job, even though traini...

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Bibliographic Details
Published in:Journal of Business, Communication and Technology Communication and Technology, 2022-12, Vol.1 (2), p.44-53
Main Authors: Adarbah, Haitham Y., Goode, Mark. M. H.
Format: Article
Language:English
Subjects:
accounting
computing
marketing
professional business courses
segmentation
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Summary:Most businesses recognize that education and advancement ‎opportunities are essential components of human resource ‎development. Transfer of training is considered to be a significant ‎problem in the process of transferring knowledge, skills, and ‎attitudes from training to a job, even though training and ‎development strive to alter the knowledge, skills, and attitudes of a ‎trainee to bring about a positive change in the behavior of the trainee ‎as a result. Comparatively, little attention has been paid to the vital ‎demand factors for professional business courses (such as ‎Computing, Accounting, Human Resources, and Marketing) and ‎whether there are distinct segments in this marketplace. In this paper, ‎the key variables in determining the demand for professional ‎business courses were assessed through interviews with senior ‎managers of professional bodies and the application of an electronic ‎scale. Furthermore, based on the marketing theory of segmentation ‎analysis, the key segments were tested using both summary statistics ‎and chi-square tests. Finally, managerial and research implications of ‎these results were discussed.
ISSN:2791-3775
2791-3775
DOI:10.56632/bct.2022.1205