This research explores the needs of stakeholders regarding the development of the Bachelor of Business Administration (B.B.A.) program in Management at the Faculty of Business Administration, Maejo University. Guided by stakeholder strategy as the analytical framework, the study reveals a broad consensus among all stakeholder groups on several key issues, including the modernization of course content, the promotion of experiential learning, and the integration of theoretical knowledge with practical experience. Both students and employers emphasize the importance of strengthening collaboration with the business sector, fostering diverse skill development, and employing varied methods of learning assessment. In addition, stakeholders recognize the necessity of cultivating personal characteristics and ethical values to prepare graduates for real-world working environments. The findings highlight that graduates of the program are perceived as adaptable, capable leaders with high potential to become future executives. These strengths should be leveraged through curriculum development that integrates the institution’s vision, mission, and values (VMV) with outcome-based education (OBE) and innovation, thereby creating a distinct and competitive program identity. The curriculum is designed to focus on four core domains—Knowledge, Skills, Ethics, and Character—aligned with the principles of OBE. The program’s learning outcomes (PLOs) are as follows: PLO 1: Graduates demonstrate knowledge and understanding of business administration, interdisciplinary perspectives, and the global context. PLO 2: Graduates can apply business knowledge to analyze problems and propose solutions within communities, society, and the nation. PLO 3: Graduates can think critically, develop strategies, and provide systematic business development solutions using data and digital technology. PLO 4: Graduates possess communication, teamwork, and leadership skills suited to diverse and dynamic business environments. PLO 5: Graduates uphold ethics, morality, and responsibility toward organizations, communities, and business ecosystems. PLO 6: Graduates are capable of adapting to change and engaging in lifelong learning.