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

Potential Challenges in Offering the Business Degree Programs
One of the most significant challenges that Stakeholders noted is the ability to meet the Ph.D.
requirements in offering degree programs.
The majority stated that finding suitable candidates would be difficult for a number of reasons including
the current pay scale which does not recognize beyond 6 years of study (an instructor with a Ph.D.
would be paid the same as an instructor with an M.A.), as well finding qualified instructors for specific
programs areas such as accounting, in which there is a scarcity.
There is the possibility of upgrading current staff’s potentials, but that would require time. There is also
a concern that the push for hiring Ph.Ds. would dilute the learning experience in courses taught by
instructors with industry experience. That being said, there was mention that they could circumvent the
requirement by hiring Ph.Ds. in the areas of general studies or liberal arts.
“The college system is not supporting moving towards degrees. The collective agreement does
not recognize university education beyond 6 years of post‐sec. If I have my Ph.D. I get no points
for that on the grid. I’m not given any more money. Why would I come here vs. a university The
message is not valued. Our collective agreement maxes at 6 years of university education. It was
not envisioned that we would need Ph.D.s, which we do. Until the collective agreement rewards
faculty for having a Ph.D. the message is not a good one. Half of the faculty need to have Ph.Ds.
Big concern.”
“Concerned about our ability to attract faculty. Collective agreement puts a cap on salaries. It is
the same salary for a Ph.D. as for an MA level, so that may be an issue. Plus, the requirement is
that we attract Ph.Ds. in accounting, and they aren’t out there. You don’t do a Ph.D. in
accounting. It’s going to be a significant challenge to find good quality faculty with the Ph.D.
credential.”
Biggest challenge is finding teachers. Digital marketing is changing so frequently that people in
industry are practitioners. A Master’s degree was not valued. It was about keeping skills current
with what was happening in the market. Academic qualification was not what would get you
promoted it was knowing the technology. It will be difficult to find people with M.A. or Ph.D. and
who is current.”
“Not many accountants with a Ph.D. since they go for professional designation.”
“If the guideline was that all instructors have to have Ph.D.s I don’t think that would be
reasonable and that would dilute and hurt the program. Students would not be getting the same
practical experience that they do now from the search engine marketing course, for example. We
are not going to find a Ph.D. anywhere who could replicate that course.”
“More Ph.D. Personal opinion. I think Ph.D. is not that important. Some of them read more but
doesn’t mean they know how to teach. I don’t know how much we can use the Ph.D. here. We
have three‐yr diploma here but people are from the industry. I have suggestion that we train
present professors in teaching more theoretical thinking. High level applied degree that is
supported by theoretical and critical thinking will create point of difference from other colleges.”
LKSB Degree Program Feasibility Study • 2011
67