Bachelor of Commerce (Digital Marketing) - Postsecondary ...

One concern that several employers brought forth was that the narrow specializations of college
business degrees would be a potential weakness and believed it would be important for business
students to gain a broader and more theoretical education. Conversely, some also argued that the lack
of specializations in university degree programs was also a weakness.
Despite the relative receptiveness to the offering of college‐granted degrees, many Employers felt that it
may still take some time for general public perceptions to change in regard to the value of a college
degree. Observing that college business degrees have not yet established a reputation, some employers
commented on the difficulties in breaking down this barrier without a proven track record of success. A
few advised that a strong, continued education campaign would be necessary to help change attitudes.
“When we start calling things the same between university and college there is a stigma that will
be attached to a degree from college. This stems from easier entrance requirements, which
makes the education seem less valuable.”
“Unfortunately, the prestige, the name. A degree from college does not sound the same as a
degree from university.”
“There are some stereotypes about college versus university … there needs to be strong
marketing to let the business community know what these programs are about.”
“It just won't have the same credibility as university. Until it has been tested and proven it will
be a hard sell.”
Applications to Business Programs in College Remain Steady; Degree Applications on the
Rise
Overall Applications to All College Business Programs
It is also important to note that business school remains a popular area of study at the college level and
shows no real signs of decreasing enrollments. As the chart below reveals, applications to all college
programs in Ontario have seen a steady increase over the past five years (scaled down for trend
comparison to business applications). Following a similar trend line, applications to all business
programs is keeping relative pace, albeit levelling off in 2010.
Chart 3. Application Trends from 2006 to 2010: Applications to All College Programs (scaled) vs. All Business Applications
LKSB Degree Program Feasibility Study • 2011
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