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

Emphasizing LKSB’s key strength – its faculty and instructors – would be a key element to include in
communications. Both Fanshawe Current Students and Employers value the industry experience the
instructors bring to the classroom.
Last but not least, while the lower cost of a college education may be a significant factor among
some students, the idea of it is not necessarily appealing and should be avoided in communications.
The Proposed Degree Programs with the Greatest Opportunities
Of the four proposed programs, our research strongly supports the development of the Marketing,
Accounting and Human Resources Management degree programs. Overall, the research indicates that
the fourth degree program in general Business Management would be launched in a highly competitive
environment of business degree offerings. That being said, offering a Business Management program as
one of a cluster of degree programs provides students with the option of a foundation business degree
while allowing LKSB to achieve economies and efficiencies in the delivery of its courses across all four
degree programs. In addition, the general business diploma program offered at LKSB is one of the
largest programs currently delivered at Fanshawe College and the College will be offering a new 3‐year
Business Admin Leadership & Management program, a strong base for laddering students up into a
degree program. LKSB should keep in mind, however, that application levels to general business
management programs overall at the college level have been showing declines over the past five years.
We note, however, that Fanshawe College has so far not experienced a significant decline.
The arguments in support of each of the proposed programs are provided below.
Marketing
The program that shows the most promise in differentiating Fanshawe College in the marketplace is
Marketing. Digital Marketing and other technology‐related specializations were viewed as highly
relevant to industry and sector needs. There is also a high level of interest among students in a
Marketing degree with a focus on Digital Marketing as well as Marketing and Entrepreneurship. And
given the limited PSE options in this particular area, Fanshawe would have an opportunity to
differentiate itself.
A trends analysis indicates an increase in college applications to the program area of Marketing, and
specifically to Marketing degree programs (that have been offered over the past three years).
Student interest is highest for this degree offering both among Current Students and Prospective
Students.
Employers indicate that this the area that will likely see the most demand for graduates and ascribed
high importance to web‐related specializations in the future such as Digital Marketing, Web
Marketing, Search Engine Marketing Specialist, Digital Technology Optimization and Social Media. In
addition the LEDC indicates that new business growth is also being pursued in the region in
technology and digital media.
LKSB Degree Program Feasibility Study • 2011
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