BUSINESS ANALYTICS OF MARKETABILITY OF ACADEMIC PROGRAMMES OF HIGHER LEARNING INSTITUTIONS IN TANZANIA

The study analyses the marketability of academic programmes of higher learning institutions in Tanzania taking economics degree programme as the case study. The study identified to what extent the gender of the applicants, their subjects’ combination and university cut off point affects student’s selections and admissions in higher learning institutions. The descriptive study strategy was used to get necessary and required data to answer the research questions. Secondary data from TCU and these universities were used which were then analyzed through descriptive statistics with the help of SPSS. Findings revealed all of the three have direct impacts on the admissions of the students in high learning institutions. According to study findings it has revealed that gender had influence in admissions of economics programmes where by more boys were found to be interested in economics compared to females. Furthermore, the study also reveals that economics and business related combinations influence more students to select economics courses compared to other courses. One way regression analysis proves relationship between these variables and the admission of economics students in high learning institutions. Results obtained from the study have implications to academicians, high learning students, the responsible authorities, to Policy makers and even the public in general on effectiveness in enrolments of these programmes in high learning institutions. Also, the study gives a room further research to expand the knowledge while checking solutions. Therefore, it is recommended that students should carefully select their subject’s combinations, and the organization should efficiently consider their cut-off point before enrolments.