Identifying Undergraduates’ Learning Needs in Cross-Border E-Commerce Professional Training

Abstract

Cross-border e-commerce (CBEC) professional training programs jointly organized by enterprises and universities effectively reduce the CBEC talent supply-demand gap in China. Without understanding students’ learning needs, it’s hard to activate students’ motivations to participate in these programs. This study investigates undergraduates’ learning demands for knowledge and skills from the CBEC professional training program. A survey based on China CBEC Professionals Standards was conducted among four CBEC-related majors at Huaihua University located at an international inland port city of Huaihua in Central China. It was found that undergraduates of different grades and majors differed in their learning demands for CBEC knowledge topics and skills. Majors, rates, CBEC-related experience and CBEC knowledge levels could affect undergraduates’ CBEC learning needs. These results suggested that universities and enterprises should jointly design a differentiated curriculum for the specific learning demands of students in different CBEC-related majors and grades. The findings of this study have provided references for Huaihua University and other universities in China to optimize curriculums for CBEC professional training programs. The study also significantly motivates students to participate in CBEC training programs.