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

Chart 11. Marketing Application Trends by Completion Level
Competitive Scan
Over eight universities in Ontario offer general business degrees with a concentration on marketing. Few
offer e‐business. Laurentian University offers an e‐Business Science degree (HBcomm) that blends
commerce and computer science. And three universities offer web‐based marketing courses: Wilfrid
Laurier offers a course in e‐Business; Algoma University offers a course in Marketing on the Internet;
and, Lakehead University offers a course in Social Marketing.
Humber College is currently the only college that offers a marketing degree program with a
specialization in e‐Business. It is also the only marketing degree program (including universities) that
appears to require mandatory co‐op completion. Applications to and enrollment numbers in the
program have fluctuated over the past five years indicating moderate success. First choice applications
ranged from 53 to 86 and enrollments ranged from 8 to 29 in each of the past five years. The program
draws 9.7% of all its applications from western catchment areas and 6.9% from eastern areas.
Student Interest in LSKB Proposed Marketing Degree
The proposed Marketing degree program drew the most interest among students, both Current and
Prospective. Almost three‐quarters (74%) of Current LKSB Marketing Students (both level 4 and 6) said
they were “interested” (rated “4” or “5” in interest) in applying to the Marketing degree if it were made
available, the highest level of interest of all the proposed degree programs. All (100%) of those with a
high GPA of 4.0 to 4.2 in Marketing expressed an interest. Those in the Marketing program were also
more likely to state an interest in applying to colleges for a degree: 62% were “seriously” interested
(rated “4” or “5” in interest) in applying to a college, (26% to college only and 36% to both a college and
university), significantly higher than those enrolled in Accounting, HR Management or Business
programs. The most appealing features of this degree offering to this group were the ability to apply
with advanced standing (90%), to ladder into a higher credential (88%), the possible career paths (87%),
followed by accreditation by the Canadian Professional Sales Association (83%). Eighty‐three percent
also found the digital marketing focus of the degree program appealing.
LKSB Degree Program Feasibility Study • 2011
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