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ABSTRACT
This research examines the growing dynamics of Business Analytics (BA) and how academics in Pakistan perceive it. The study uses a qualitative design to categorize how university students and faculty members understand Business Analytics (BA). Data was collected through in-depth interviews and analyzed using thematic analysis. The initial results disclose a wide range of views. Some participants view BA mainly as a field rooted in mathematics and statistics. At the same time, others focus on practical tools like Excel, Power Bl, and dashboards. A third group links BA more closely with programming, particularly languages such as Python and SQL.
One of the key findings is the variation in content offered under Business Analytics programs across Pakistani universities. This finding suggests a lack of standardization, as the field is still relatively new in this area. The analysis also shows distinct disparities between how students and faculty view Business Analytics. These differences reflect varied teaching philosophies. The report concludes by suggesting curriculum development, effective teaching strategies, and directions for future research. It also emphasizes the need to align academic programs with the changing expectations of students and the needs of the industry in the Pakistani context.
Keywords: Business Analytics, Qualitative Research, Higher Education, Pakistan
1 INTRODUCTION
Data increasingly defines the contemporary business world. This change is transforming traditional decision-making into evidence-based approaches.(AACSB International, 2025) Business Analytics (BA) has become a key domain supporting this quick change. It helps organizations to turn large and complex datasets into practical insights. (Agyeman & Aphane, 2024). In business, rapid digital growth and better access to data have also increased the importance of Business Analytics. It now plays a crucial role in sectors like finance, marketing, and operations.(Al-Eisawi, 2025) Companies use advanced information systems to collect and process data. This new process has changed how they manage business activities. Decision-making has moved from personalized judgment to methods based on data. Because of this, process analytics has become an important approach to creating value.
Business Analytics is developing rapidly. This rapid change is due to the rise of big data and the ongoing digital transformation of many industries. As up-to-date tools and methods appear in the field, it continues to grow. These changes lead to various interpretations of what BA means....