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

B. Executive Summary
High Level of Interest in a Business Degree
There is very strong interest in continuing on with a business degree among final year diploma and
advanced diploma business students at Fanshawe College. Of the 322 Current LKSB Students surveyed,
80% say they have considered applying for a degree either at a college or a university in the past year.
The top three reasons for considering a degree is to help increase marketability in the job market, to
increase earning potential and to complete a professional credential.
College is a Competitive Option to University
College is clearly becoming a competitive option for obtaining a business degree. Thirty‐nine percent of
Current Students are considering applying to both college and university, 20% are considering college
only, and 34% are considering university only. Those enrolled in Level 4 Business are less likely to
consider a degree compared to students in other programs. Those in the Human Resources and
Accounting programs are more likely to consider university as an option for a degree, likely due to their
interest in completing a professional credential.
The factors of greatest importance when considering a degree among Current Students are the
educational outcome – that is, the types of jobs available, and the ability to transfer credits easily as
they upgrade into a four year degree. The next most important consideration is reputation – reputation
of the program, the school, and the faculty. Types of courses offered as well as the location of the school
also rank high in importance.
Those who are interested in applying to colleges only or both colleges and universities are looking for
more flexibility and options. They are more likely to place more importance on factors such as an
applied curriculum, availability of part‐time options, a paid co‐op placement and the ability to take some
or all courses online than those who are interested in applying to university only for a degree. Cost is
also an important factor among those considering college than those considering university.
Interest Levels Highest for Marketing and Accounting Proposed Degrees
The research indicates that Current Business Students are very interested in continuing on at the
Lawrence Kinlin School of Business for a business degree. Almost three‐quarters of Marketing Students
(both level 4 and 6) are “interested” (rated “4” or “5” in interest) in the Marketing degree; all (100%) of
those with a high GPA of 4.0 to 4.2 in marketing express a level of interest. A similar proportion (72%) of
Accounting Students is also interested in the Accounting degree (those in Level 6 are more interested
than those in Level 4). Approximately two‐thirds of Human Resources and Business Students are
interested in the Human Resources and Enterprise Management proposed degrees.
Those, particularly HR and Accounting Students, who stated an interest in applying to university or both
college and university are less likely than those interested in applying to college to be interested in the
degree programs overall. In fact, HR students who have a higher GPA and who are more likely to be
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LKSB Degree Program Feasibility Study • 2011