The objective of this study was to study the needs of graduate users and alumni towards the desirable characteristics of graduates, bachelor of business administration program in financial management and investment, faculty of business administration, maejo university. The data was collected from 60 graduate users and 60 alumni, totaling 120 cases by using a questionnaire to collect data. In addition, to obtain more accurate and accurate information. This study conducted structured interviews with 12 graduate users and 12 alumni, totaling 24 cases. Using descriptive statistical analysis which consists of frequency, percentage, mean and content analysis.
The results of the study show that graduate users had desirable graduate characteristics according to the Program Learning Outcomes (PLOs) in all items at the highest level. Alumni had desirable graduate characteristics according to the learning outcomes of the program in PLO items 1, 3 and 4 were at the highest level and items 2, 5 and 6 were at the high level. As for the satisfaction of graduate users and alumni towards their financial knowledge and competence, they were at a high level. In addition, graduate users and alumni demand that the curriculum emphasize practical teaching and learning. Including adding knowledge and skills in accounting, tax, statistics, and using various software packages, and knowledge of English and third languages.