Assessing stakeholder satisfaction and needs for developing a bachelor of Business Administration Program In Financial Innovation and Investment curriculum aligned with digital-era competencies

Abstract

This study aims to develop the Bachelor of Business Administration Program in Financial Innovation and Investment to be modernized and aligned with the needs of the digital-age labor market, and to examine stakeholders’ opinions and satisfaction toward the program. A mixed-methods research design was employed to collect data from key stakeholders, including students, alumni, employers, instructors, and external experts, through questionnaires and in-depth interviews. The quantitative findings revealed that stakeholders’ overall satisfaction with the program was at a high level, with an average score of 4.29 (equivalent to 85.80%), reflecting strong approval of the program’s quality and relevance. Respondents perceived the curriculum as appropriate in terms of academic knowledge, professional skills, and ethics—particularly in financial technology applications, analytical thinking, and lifelong learning. Recommendations include adding more practice-oriented courses in financial innovation, data analysis, and business English, as well as promoting integrated learning and real-world training experiences. These improvements aim to enhance graduates’ competencies and competitiveness in both national and international labor markets. The study provides essential guidelines for curriculum development during 2027–2031, ensuring the program remains up-to-date, competency-based, and supportive of Thailand’s transition toward a sustainable digital economy.