Incorporating Certification Programs into the Business and Accounting Curriculum: The Student Perspective

Data analytics has become increasingly crucial in the business environment due to the surge of data from various sources. In response, business schools have begun to incorporate data analytics into business education. The matter has been addressed not only by stakeholders but also by various accrediting bodies, such as the Association to Advance Collegiate Schools of Business (AACSB). First in 2013 and then in 2018, the AACSB published standards stating that business and accounting programs should include data analytics. With data analytics embedded in the business and accounting curriculum, courses present core concepts regarding data analytics and integrate new software applications. Several of these software application platforms provide certifications, often referred to as micro‑credentials, based on the level of specialization. In addition, students can obtain certifications by completing online programs in data analytics offered by professional organizations. This study investigates the impact of these certification-integrated courses on student engagement and satisfaction, specifically comparing small-scale (topic-specific) and large-scale (comprehensive) certification programs. Using survey data from business students at a single university, we found that students reported high levels of satisfaction and engagement in courses incorporating certifications. Notably, student engagement was significantly deeper when a large-scale certification was integrated as a central course component rather than treated as a supplementary homework assignment. These findings suggest that integrating certification programs into the business and accounting curriculum is an effective strategy for enhancing student learning outcomes and career readiness.