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

The proposed Marketing degree was also the most appealing among Prospective Students, as 42%
(including 26% very interested) of those interested in learning more about the degree (n=38) said they
were interested in applying in the next three years. The most appealing features to this group were the
co‐op placement, the possible career paths, the digital marketing focus and the ability to apply with
advanced standing, as well as the emphasis on critical thinking and applied learning.
Marketing Specializations with the Most Appeal
The following five specializations are considered for the Marketing degree program:
Marketing and Entrepreneurship
Marketing and IT
Digital Marketing
Market Analysis and Research
The most appealing specializations among both Current Students were Marketing and Entrepreneurship,
Digital Marketing and Marketing and IT. Market Analysis and Research had the least appeal.
Chart 12. Current Students ‐ Appeal of Marketing Specializations
Most Employers were able to offer opinions on the marketing specializations most important to their
sector or industry, and ascribed high importance ratings to all four specializations presented in the
survey. Reflecting concerns about shortages of Digital Marketing Analysts, the marketing specialization
considered most valuable to employers was Digital Marketing. There were also a number of Employers
who placed high importance on Marketing Analysis and Research and Marketing and IT, as well as
Marketing and Entrepreneurship.
Table 7. Employer ‐ Importance of Marketing Specializations
n
Mean Don't
Importance know
Digital Marketing 46 3.8 16.4%
Marketing Analysis & Research 48 3.5 12.7%
Marketing & IT 48 3.4 12.7%
Marketing & Entrepreneurship 47 3.0 14.5%
LKSB Degree Program Feasibility Study • 2011
30