This paper works on a subpart of a research-in-progress framework on students' success, which is an integration of three modules comprise of learning styles, educational data mining and personalized learning. This study looks into the first module of learning styles. We aim to discover and analyze the learning styles and the learning preferences for a class of business students enrolled in a third-year data mining unit in their undergraduate study. Students' learning styles and learning preferences are captured and gathered through surveys. Diagnostic analytics are carried on the compiled data. Data analysis revealed that there is no strong significant relationship between students' learning preference and learning styles, but students do have varying learning styles and a dominant learning style is preferred for the learning of a data mining unit at University. © 2018 IEEE.