Stakeholder Analysis for the Development of the Bachelor of Business Administration Marketing Curriculum at Rajamangala University of Technology, Tawan-ok

Abstract

This research aimed to 1) study stakeholders’ opinions on the development of the Bachelor of Business Administration in Marketing program and 2) study the development guidelines for the Bachelor of Business Administration in Marketing program. This survey research used questionnaires and online interviews via Google Forms to collect data from stakeholders in the curriculum development, including graduate users, alumni, current students, and the program’s target learners. Quantitative data were analyzed using descriptive statistics, and qualitative data were analyzed using descriptive analysis. The results revealed that stakeholders’ opinions on 1) the importance and necessity of various courses for future use were at the highest average level, consisting of core courses, specialized courses, internship and cooperative education courses, and elective courses. 2) Opinions on curriculum learning outcomes were at the highest average level in all aspects, consisting of knowledge, skills, ethics, and personal characteristics. 3) opinions on desirable graduate characteristics of the program, consisting of essential knowledge and skills, use of technology and language, and labor market needs. 4) opinions and expectations about studying in the program, consisting of marketing and business management skills, use of technology, continuous development, and owning one’s own business. And working in organizations that are in demand in the labor market, and 5) suggesting guidelines for developing the Bachelor of Business Administration curriculum in Marketing (revised curriculum 2025) by specifying four curriculum program learning outcomes (PLOs) and 10 curriculum sub-program learning outcomes (Sub PLOs).