Formulating Expected Learning Outcomes for the Bachelor of Business Administration Program: Linking to the Requirements of External Stakeholders
Keywords:
Bachelor of Business Administration, Curriculum Design, Learning Outcome, Outcome-Based EducationAbstract
University’s business curricula (e.g. Bachelor of Business Administration: B.B.A.) face a challenge on how to produce graduates to meet the current and future requirements of stakeholders. International standards of education such as the ASEAN University Network Quality Assurance (AUN-QA) and the Association to Advance Collegiate Schools of Business (AACSB) focus on the concept of outcome-based education (OBE) whereby the requirements of stakeholders, especially external stakeholders need to be concerned. Thus, the university business curricula should investigate the requirements of stakeholders in order to formulate program learning outcomes (PLOs) to meet such requirements. Since the needs of stakeholders in a particular area may be different than others, this article aims to determine the requirements of external stakeholders of the Bachelor of Business Administration Program (B.B.A. Program), Faculty of Humanities and Social Sciences, Prince of Songkla University (Pattani Campus) located in Southernmost Thailand. The objectives of this study are: 1) to determine the requirements of external stakeholders on the attributes of business administration graduates and 2) to formulate the expected learning outcomes for the B.B.A. Program based on the requirements of external stakeholders. Criterion was used for participant selection as it is the purposeful sampling strategy for a qualitative study. The data were collected from 43 respondents including 36 primary stakeholders and 7 secondary stakeholders. A qualitative method was adopted to thematically categorize and analyze the data. The results showed that there were nine items of expected learning outcomes (ELOs) of the B.B.A. Program. These program learning outcomes (PLOs) could be applied to other B.B.A. Programs with similar requirements of stakeholders.
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