A Study of Stakeholder Needs Assessment for Quality Development towards Bachelor of Arts Program in Thai, Ubon Ratchathani Rajabhat University

Abstract

             This research aimed to investigate the needs of stakeholders regarding the development of the Bachelor of Arts Program in Thai, Ubon Ratchathani Rajabhat University. The target groups consisted of four categories of stakeholders: 85 upper secondary school students, 10 instructors and program administrators of the Bachelor of Arts Program in Thai at Ubon Ratchathani Rajabhat University, 35 alumni, and 29 graduate employers. Quantitative data were collected through an online questionnaire using a five-level Likert rating scale. The findings revealed that upper secondary school students expressed strong interest in studying Thai language communication skills and expected learning outcomes that would enhance their knowledge and proficiency in Thai communication at a higher and more effective level. Instructors and program administrators emphasized the need for courses that focus on developing student competencies aligned with labor market demands and changing social contexts. Graduates demonstrated attributes of commitment, perseverance, and strong motivation toward learning. Alumni and graduate employers indicated the need for graduates to be able to practically apply knowledge of Thai language communication, Thai literature, and folklore in their professional work.