Assessing the Awareness Level of Potential Students on the Value of Professional Qualifications: A Case Study of Zambia Centre for Accountancy Studies

Abstract

This study looked at prospective students' understanding of the value of the professional programs offered by the Zambia Centre for Accountancy Studies (ZCAS). Utilising a quantitative research methodology, a representative sample of 150 prospective students at ZCAS were given a standardised survey, ensuring diverse demographic representation across Zambia in terms of age ranges, educational attainment, and geographic locations. To elucidate the patterns and associations found in the data, the Statistical Package for the Social Sciences (SPSS) was used to analyse the data using both descriptive and inferential statistics. The findings revealed significant knowledge gaps about how professional credentials affect employment opportunities and career advancement. Many prospective students had a poor understanding of how professional qualifications may boost their career possibilities in Zambia's competitive labour market, even though the majority acknowledged the value of higher education. Only a small percentage of respondents were able to articulate the advantages of earning certifications like as ACCA or CIMA over traditional degrees. Financial barriers also seemed to be a major barrier to participation in these programs. Many prospective students identified the perceived high cost of professional qualifications, lack of financing or scholarships, and financial constraints as the main obstacles to enrolling. These economic elements were exacerbated by insufficient knowledge of accessible financial aid opportunities and the enduring advantages of pursuing professional education. To increase student enrolment rates, the study emphasises the need for ZCAS to improve its communication strategies to increase knowledge of professional credentials and their benefits. To successfully involve potential students and their families, certain outreach strategies are suggested, including webinars, social media campaigns, and educational lectures in high schools. Collaborations with local organisations and secondary schools may help foster a greater awareness of the advantages of these vocational programs. This study fills a major gap in the literature by providing valuable insights into the factors influencing enrolling decisions in a developing country like Zambia and highlighting fresh opportunities for aspiring professionals.