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

C. Conclusion and Recommendations
The Opportunity for Fanshawe College
The findings from this Degree Program Feasibility Study indicate that there is an opportunity for
Fanshawe College to offer degree programs in business. The OCAS data analysis reveals that the
trend in applications to all college business programs has remained steady over the past five years
and there is no reason to believe that they will decline any time soon.
But the credentials students are now pursuing at the college level are shifting as more students are
seeking degrees to keep pace with employer expectations in qualifications. Secondary research has
shown that the percentage of college graduates who have pursued a university degree has doubled
since 1990‐2000, but the offering of business degrees will likely not result in growth of the category
of those pursuing business programs. Rather, research suggests that it will result in a stealing of
market share from other colleges and universities, as well as a cannibalization of three‐year college
diploma programs. There is already strong indication that applications to three‐year diplomas have
been trending down (9 points) over the past five years.
The market is highly competitive and challenging as nine colleges and over seventeen universities in
Ontario are currently offering business degrees, and as universities are positioning themselves to
meet the changing demands of students as they are increasingly adopting a careerism mindset.
Geographically, however, the school is situated in an ideal location, where the only other option in
the immediate region is the University of Western Ontario and the Richard Ivey School of Business,
which requires high standards of admission and high tuition costs. A strong argument is evident from
our research that local students would benefit greatly from a Fanshawe College business degree
offering. Certainly, there is growing demand on the part of students for more post‐secondary
options, for reasons including, but not limited to, a more practical, skills‐based education,
accessibility, cost of tuition and location.
The argument has also been made that a higher credential offering at Fanshawe College would
benefit the community as students who attend the College are more likely to stay in the local area.
And given the region’s initiatives to transform its traditional manufacturing and agricultural‐based
economy into one that is more competitive within a knowledge‐based and globally‐oriented
economy, and the shortages expected from the onset of retirements over the next ten years, the
supply of graduates with higher credentials in business management would be an advantage for
London and the surrounding area.
Target Groups to be Considered
The findings from the surveys among Current Students, Prospective Students and Fanshawe Business
Alumni indicate that there is a high level of interest in pursuing a business degree, and that college
would be considered as an option. The key opportunity is for LKSB to retain its Current Students as
well as to attract those graduating from competitor college diploma programs, as they show the
highest level of interest in pursuing a degree while they are in school. The ability to ladder up to
credentials is a relatively easy sell.
LKSB Degree Program Feasibility Study • 2011
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