Stakeholders’ Needs in Developing the Bachelor of Business Administration Program in Management Rajabhat MahaSarakham University

Abstract

This research consists purposes were to examine stakeholders’ needs in developing the Bachelor of Business Administration Program in Management. The research tools include semi-structured interviews. Data were collected from target groups comprising 30 current students in the Management Program (Years 1–4), 5 alumni, and 5 employers of graduates. The data obtained from in-depth interviews, along with relevant documents, were analyzed using thematic analysis. The findings revealed four key dimensions of stakeholders’ needs 1) Knowledge, by providing a comprehensive foundation in business covering finance, accounting, marketing, strategic management, human resource management, organizational systems, supply chain management, and economics, as well as complementary knowledge in economics, politics, business news and digital technologies, including the application of contemporary theories and research 2) Skills, by fostering effective communication, critical thinking, problem-solving, teamwork, leadership, research, digital technology utilization, and the ability to perform in complex contexts 3) Ethics, by cultivating honesty, responsibility, transparency, discipline, respect for others’ rights, commitment to justice, social and environmental awareness, ethical use of technology and AI, personal data protection, and critical judgment in dealing with misinformation and 4) Personal Attributes, by enhancing responsibility, discipline, leadership, interpersonal relations, curiosity, adaptability, creativity, problem-solving ability, appropriate personality, confidence, and readiness to work in digital environments.