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

Direct Students from high school also indicate a high level of interest in applying to a college for a
degree. A relatively easy target are those high school students who apply to both college and
universities; college, which is likely considered a back‐up in this case, would be considered as a
strong alternative option.
Another group for strong consideration is International/Immigrant Students. While a university
degree would be more sought after among this group, a college degree if positioned well (consider
career positioning and cost in messaging) could be attractive. Our research indicates that a
substantial proportion of students of International/Immigrant background would consider a college
degree.
While mature and returning students are also a key target group, they constitute a much smaller
segment. Only half indicate they are interested in pursuing a degree. And among those who are
interested, preference is for more flexible delivery options including fully online or hybrid delivery
and/or part‐time degree options.
A Communication Strategy to All Stakeholders
The post‐secondary landscape in Ontario is in the midst of significant changes as colleges offer
baccalaureates and as universities are providing curriculum and courses that better prepare students
for careers. Our research indicates attitudes toward college‐granted degrees are relatively positive as
there are high levels of interest in pursuing a degree at a college among students and as there is a
strong receptiveness among many Employers in hiring college degree graduates. Approximately half
of Prospective Students are “college supporters” and some Employers state they prefer the skill sets
and attitudes of college graduates over university graduates.
Despite shifting attitudes, some Employers are biased against a degree obtained from a college and
some students see a university degree as lesser. However, about one‐quarter to one‐third of
students have no opinion or are undecided in their opinions about a college versus a university
granted degree. And some Employers are quick to point out that it will take some time to change
perceptions until there is a proven track record. If Fanshawe College were to offer these degree
programs, there is a clear need for a substantial and sustained communication strategy to all
stakeholders, including the public, employers, high school counsellors, etc., to help in changing
perception by raising awareness of the quality of education and the advantages a college degree can
offer.
Messaging to Students
Among students, the communication of clear and transparent pathways prior to entering school and
while they are in school is important to assist them in their academic preparation. The most
important factors to be communicated in order of appeal for Current Students are the ability to
transfer credits easily between institutions, accreditation with professional bodies, the possible
career paths that caters to their primary goal of obtaining a career in the easiest way possible, and an
applied and theoretical curriculum. Only three‐quarters found the paid co‐op placement appealing,
but given the importance Employers place on this requirement, it would be beneficial to
communicate the connection of co‐op placements with future job possibilities.
LKSB Degree Program Feasibility Study • 2011
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