Instructional Model of the Business Chinese Program at Uttaradit Rajabhat University

Abstract

The continuous and rapid development of China's economy, society, culture, and technology has elevated the country to the status of a global superpower. Consequently, the Chinese language has become one of the most important languages in the world, leading to a growing demand for Chinese language learning. This trend has contributed to the rise of Chinese language education as a foreign language in Thailand. The purpose of this academic article was to present the educational model, challenges, and development approaches of the Bachelor of Arts in Business Chinese Program at Uttaradit Rajabhat University. The study involved a comprehensive review and analysis of data collected from the program’s inception to the present. The findings suggested that effective education should focus on intensive instruction and continuous, in-depth practice through teaching methods that would emphasize specific content, repeated exercises, and the rapid development of students’ skills. The success of such educational management required collaboration from multiple stakeholders, including internal parties such as faculty members, curriculum administrators, and academic support units, as well as external stakeholders such as businesses, enterprises, and government agencies. These external partners played a crucial role in providing feedback, offering internship opportunities, and co-developing course content that would align with real-world demands. This collaborative effort significantly contributed to integrated learning and enhancing students’ linguistic and professional competencies, ultimately preparing them to enter the workforce efficiently and in alignment with labor market needs.