Curriculum Visibility for ASEAN-Oriented E-Commerce Work: A Bounded Comparison of Lazada Job Postings and Guilin University of Technology's Business Administration Programme

Yuliu Wei

doi:10.62177/jetp.v3i3.1599

Authors

Yuliu Wei Guilin University of Technology

DOI:

https://doi.org/10.62177/jetp.v3i3.1599

Keywords:

Business Education, Curriculum Mapping, E-Commerce, Employability, Job Advertisements, ASEAN, Digital Capability

Abstract

This study tests a rapid, public-data method for connecting employer language with curriculum review in applied business education. It compares 14 official Lazada job postings retrieved on 16 July 2026 with 21 major course titles and the programme description published for the Business Administration programme at Guilin University of Technology. A first-pass broad codebook was followed by a narrower sensitivity pass that separated explicit artificial intelligence (AI) from digital and data analytics, and separated strict regional or cross-country coordination from language or cultural requirements. Platform and operations appeared in 14 postings, marketing and consumer insight in 13, digital and data analytics in 12, supply-chain coordination in eight, language or cultural capability in six, explicit AI in three, and strict regional or cross-country coordination in two. Corresponding course-title visibility ranged from zero to four of 21 courses. The largest descriptive differences concerned marketing, platform operations, and digital/data analytics. The earlier broad regional result did not survive the stricter coding, showing why sensitivity analysis is necessary. These values compare different units, job postings and course titles, and therefore indicate visibility differences rather than student skill deficits or teaching quality. A low-disruption implementation matrix shows how existing courses could host ASEAN cases, synthetic platform-data tasks, regulatory comparisons, and cross-course fulfilment projects. The design offers a reproducible curriculum-screening protocol, but its single-platform, single-programme and public-text boundaries require later stakeholder and syllabus validation.

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