Market Brand of Adult Education for Academic Credentials in Guangdong, China

Main Article Content

Chong Chen
Napaporn Khantanapha


In the rapidly evolving landscape of adult education in Guangdong, China, market branding has emerged as a pivotal force driving academic credential programs. This research delves into the dynamic interplay of market branding within adult education, unveiling its multifaceted impact on the academic credentialing landscape.

This research aimed 1 To investigate the dynamics of marketization in higher education for adults, 2 To assess the potential and challenges of the higher education market for adults, and 3 To examine the demand-driven dynamics of higher education adult consumer behavior in Guangdong, China. The samples were 1,512 adult students in higher education in Guangdong, China that were selected by simple random. The instruments for collecting data were a questionnaire and an interview form. Analysis of data included descriptive statistics and content analysis.

The results were as follows:

1. Participants in the survey ranged from senior middle school to junior college ages. While this offers a fundamental demographic snapshot, establishing a direct connection between these demographics and intricate higher education marketization processes is challenging. Additional research is necessary to investigate how these demographic factors interact with evolving market dynamics, especially their influence on perceptions and preferences within senior middle school and junior college curricula. The aim is to bridge this knowledge gap.

2. The qualitative findings from SWOT and TOWS analyses reveal a nuanced landscape. Identified strengths and past experiences intersect with limitations, while opportunities in a favorable economic climate face off against global competitive challenges. The TOWS analysis emphasizes key strategic directions, including policy backing, equilibrium in quality, and enhanced instructor training.


Article Details

How to Cite
Chen, C., & Khantanapha, N. (2024). Market Brand of Adult Education for Academic Credentials in Guangdong, China. Journal of Multidisciplinary in Humanities and Social Sciences, 7(1), 186–202. Retrieved from
Research Articles


Brown, S., & William, J. (2018). The Influence of Brand Image on the Satisfaction of Adult Education Students in the United Kingdom. British Journal of Adult Education, 49(3), 325-340.

Chen, Z., & Sun, Y. (2019). The Factors that Affect the Brand Loyalty of Adult Education Students in Guangdong, China. Adult Education Quarterly, 69(1), 78-93.

Clarke, M.E., & Smith, D. (2016). China’s Frontier Regions: Ethnicity, Economic Integration and Foreign Relations. London: I.B. Tauris. Embassy of the People’s Republic of China in Ireland. (2004). Adult Education. Retrieved February 14, 2023, from

Guo, L., Huang, J., & Zhang, Y. (2019). Education Development in China: Education Return, Quality, and Equity. Retrieved March 1, 2023, from doi:10.3390/su11133750

Jian, Z., & Yu, J. (2015). Study on Adult Education in China. The Conference Proceeding: International Education Conference in London, United Kingdom.

Jin, Y., Chripa, S., & Stephen, R. (2015). The Role of Higher Education in Promoting Lifelong Learning. Hamburg: UNESCO Institute for Lifelong Learning.

Kosyakova, Y., & Bills, D.B. (2021). Formal adult education and socioeconomic inequality: Second chances or Matthew Effects?. Sociology Compass, 15, e12920.

Li, X., & Wang, J. (2020). The Impact of Market Brand on the Enrollment of Adult Education Providers in Guangdong, China. International Journal of Educational Management, 34(1) 125-140.

Lin, F., & Siu, W. (2020). Exploring Brand Management Strategies in the Chinese Manufacturing Industry. Journal of Brand Management, 27, 48-76.

Pan, W., Chen, L., & Zhan, W. (2021). Positioning Construction Workers’ Vocational Training of Guangdong in the Global Political-Economic Spectrum of Skill Formation. Engineering, Construction and Architectural Management, 28(9), 2489-2515.

RRC Polytech. (2012). Academic Credentials and Designations for Instructional Positions. Retrieved February 18, 2023, from

Schlesinger, W., Cervera-Taulet, A., & Wymer, W. (2018). The Influence of University Brand Image, Satisfaction, and University Identification on Alumni WOM Intentions. Journal of Marketing for Higher Education, 33(1), 1-19.

Wang, Y., & Zhang, W. (2022). The Online Education Industry in China. Atlantis Press: Academic in Economics, Business and Management Research 211, 462-465.

Zhang, Y., & Liu, Y. (2019). The Influence of Brand Image on the Satisfaction of Adult Education Students in Guangdong, China. Journal of Adult Education, 46(2), 10-18.