Business analytics of marketability of academic programmes of higher learning institutions in Tanzania evidence from business programmes

The purpose of this study was to assess business analytics of marketability of academic programmes of higher learning institutions in Tanzania, evidence from business studies. A sample of 5274 students was used for 2014/ 2015 academic year. Quantitative data analysis was conducted using Statistical Package for Social Sciences (SPSS) by using ANOVA. From the analyzed data, findings indicated that based on admission points, subject combination and sex of applicants; there are differences on marketability of academic programmes. Furthermore, University of Dar es Salaam (UDSM) seemed to be more marketable for business studies than other universities and was preferred by higher performance students. This study suggests to Tanzania Commission for University (TCU) to conduct special reforms in aligning with the nature of admitted students based on their subject combinations, admission points and sex