I also think it's not a very widely-known career. When I was in university, I majored in software development (Oracle database and Java). Since then I have moved into my current role as a business analyst. It's not something I even considered in university, and I don't even remember if I knew what a business analyst role was back then! I think that in the universities it's not a very highly promoted skill or area of focus. Most IT students during my time wanted to become developers or network administrators or project managers - no real mention of a business analyst.