Impact of Course Learning Factors on Student Interest in Business Analytics Careers

Advancements in internet technology have fundamentally changed how companies conduct their business activities, leading us into a analytics (BA) era. In this article, the authors aim to investigate factors that could shape students' career choice considerations toward BA jobs after they been exposed course content an undergraduate course. They investigated various theoretical perspectives, including experiential and active learning theories social cognitive theory, developed research model. The model testing results show organization logical flow was designed delivered, help offered manage difficulty of content, individual effort influence perceived outcomes, which turn, had significant on interest. addition, increases both interest subjective norm positive impacts considerations, with having much stronger over norm.