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

which are considered most important meet expectations (ability to transfer credits and the location of
school are all given both a high ranking in importance and in appeal, and possible career paths). Those
features, including accreditation, an applied curriculum and a paid co‐op placement, which are
considered relatively less important also have high level of appeal and can, therefore help in the
marketing communication of the degree programs. Tuition, however, holds a lower appeal relative to its
importance ranking; that being said, cost is always raised as an issue among students.
Interestingly, a greater proportion of University students are more likely to give a higher appeal score to
the applied versus theoretical curriculum (not an expectation in a degree and therefore a potential
differentiator among this group) but are less likely to find the co‐op placement as appealing compared
to those who are interested in applying to a college.
Table 6. Importance and Appeal of Features by PSE Preference among Current Students
Overview of Each of the Proposed Business Program Areas
Marketing
Application Trends
There has been an increase in the number of applications to marketing 2‐year diploma programs, while
the proportion of those applying to a 3‐year advanced diploma program has decreased. The number of
applications to Marketing degree programs has increased steadily over the past three years, while
applications to post‐graduate certificates have remained level.
LKSB Degree Program Feasibility Study • 2011
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