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

Importance vs. Appeal of Features of Proposed Degree Programs
Current Students were asked to rate the importance of each factor in choosing a degree program early
in the survey (ranked in order of importance on top 2 box percentage below in Column 1 – Total
Percentage Important). Each of these factors was described in each of the four proposed degree
program descriptions and Students were asked to rate the level of appeal on each of these features. The
appeal scores for each of the programs were combined (Column 2 – Total Percentage Appeal) and
analyzed by post‐secondary institution choice (remaining columns): interested in college only, interested
in university only, interested in both university and college.
Overall, the descriptions of the proposed degree programs appear to satisfy what students are looking
for in terms of the criteria that were asked. When analyzing the table below, it is clear that the features
which are considered most important meet expectations (ability to transfer credits and the location of
school are all given both a high ranking in importance and in appeal, and possible career paths). Those
features, including accreditation, an applied curriculum and a paid co‐op placement, which are
considered relatively less important also have high level of appeal and can, therefore help in the
marketing communication of the degree programs. Tuition, however, holds a lower appeal relative to its
importance ranking; that being said, cost is always raised as an issue among students.
Interestingly, a greater proportion of University students are more likely to give a higher appeal score to
the applied versus theoretical curriculum (not an expectation in a degree and therefore a potential
differentiator among this group) but are less likely to find the co‐op placement as appealing compared
to those who are interested in applying to a college.
Table 10. Importance and Appeal of Features by PSE Preference
LKSB Degree Program Feasibility Study • 2011
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