Clients’ Characteristics and Marketing of Products

U09 4

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Abstract

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.