ABSTRACT

This research carries out an exploratory analysis on the driving forces that motivate students in CamEd to pursue ACCA. it adopted an eclectic approach to determine the motivational factors that may propel students to choose this course. The findings from this research are that factors such as a better paying job, job security, a sense of achievement, being given due recognition, a sense of personal growth and the ability to undertake this course, are the driving forces that motivate students. These findings suggest that marketing campaigns and counselling being done by CamEd should take the abovementioned factors into consideration when explaining to prospective students.

Keywords: motivation; eclectic approach; ACCA; one sample t-test; marketing; counselling