The Choice of Studying Digital Marketing in the Context of Students' Ability Factors

In explaining the students’ choice of study programs, different authors rely on different determinants. One summary of those researches indicates that these determinants can be divided into personal, social, and ability factors. Within the possibilities factor, the emphasis is on student achievement and academic self-efficacy. Starting from the above considerations, the subject of this paper is the choice of studying Digital Marketing in the context of students’ ability factors. A convenience sample was used in the primary research. The students of bachelor studies at the Faculty of Economics in Subotica, which within the offer master study programs offers Digital marketing starting from the school year 2021/22, were interviewed. The survey was conducted in June 2021 and included a total of 89 respondents. Students’ academic achievements are measured through the categories of average grades during their studies and the number of points on the entrance exam, while academic self-efficacy is measured through the respondents' perception of how well they can master individual subjects of the master's study program. Academic self-efficacy was analyzed in the context of the gender of the respondents, their studies’ funding status, the standard of living, employment during their studies so far, as well as internships in the subject of master studies. The dependent variable was the stated intention to enroll in the study program. In addition to descriptive statistics, appropriate tests of differences/relationships were used, which in some relations are characterized by statistical significance. In addition to the academic contribution, work can also have managerial implications.