Introduction
Background of the Study
The development of data analytics has transformed strategic planning and marketing decisions in the modern era. Students are exposed
to the dynamic interplay of data-driven strategies in marketing and business more and more as they move through the academic environment.
This study intends to investigate how data analytics affects students' capacity for strategic planning and marketing decisions.
Students of today are raised in a data-driven society and are digital natives. They participate actively in the data ecosystem, whether it is
through social media activity or online purchases. These youngsters will go on to become the next business pioneers and leaders. It is crucial to
comprehend how data analytics affects their decision-making and strategic thinking.
Evaluating the impact of data analytics on students' marketing and strategic thinking is the main issue under examination.
Statement of the Problem
In a time when data is everywhere and there is a growing reliance on data analytics for marketing and strategic planning, in this data-driven
environment, students' roles and readiness have become an important concern. Understanding the difficulties and opportunities students have
while using data analytics effectively becomes important as they transition into careers in the future as consumers, marketers, and decision-makers.
This research study aims to understand how data analytics influences marketing decisions and strategic planning among students.
Specifically, this study aims to:
1. To determine students' knowledge of data analysis methods and tools, and also their level of data literacy.
2. To determine the influence of data analytics knowledge on students' capacity to develop data-driven marketing strategies and tactical plans.
3. To determine how students react to and perceive data-driven marketing efforts, and how they influence the marketing and strategic decisions that
they make for themselves.
Significance of the Study
This study would benefit the following:
Parents. This study will help parents to make better decisions about marketing and strategic planning by providing them with an
understanding of the educational institution, improved communication, better financial planning in terms of learning outcomes.
Students. This study can benefit students in their marketing decisions and strategic planning by providing evidence-based strategy,
understanding customers, refining marketing demographics, and optimizing marketing budget.
Teachers. This study provides teachers with more effective decision making, better efficiency, improved communication and learning
outcomes in the context of their marketing decisions and strategic planning.
Future Researchers. If future researchers want to work on this study, they may use this study as their reference. This can help future
researchers to make informed decisions, identify new opportunities and improve efficiency which could lead to increased profits and
competitiveness.
Scope and Delimitation of the Study
The scope of the study is data analytics about making business decisions and strategic planning, which will be mainly focused on Grade 12
ABM students at Zarraga National High School. As RL Adams (2017) said, "Whether you're peddling products, services, or information, getting the
word out has become increasingly burdensome. And without the right marketing strategies to fuel your growth, churning a profit and staying
afloat is virtually impossible”. This study aims to examine the perspective of ABM students in data analytics for their future chosen careers, as this
will help them make economic decisions that will be advantageous to prospering in the corporate world. These ABM students are likely to be the
next generation of entrepreneurs who will dominate the business world in the coming several years. The topic will delve into how students in the
modern era who are raised in a fast-paced technological environment utilized their skills in data gathering. Afterwards, all the answers and data
are gathered, and researchers will assess and evaluate every piece of it. Even though the research has reached its goal, there will be some
inevitable limitations, as some of the respondents may not be available for the survey or may not participate.