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

B. Executive Summary
Strong Interest in a Business Degree at College among Prospective Students
This research among Prospective Students indicates there is a relatively high level of interest in applying
for a business degree either at a college or a university in the next three years – 71% say they have
considered a degree (note: all respondents, including those in high school or who are currently
employed/other situation had at one time applied to a business program). Ninety‐three percent of those
who are currently enrolled in a college business program say they are considering, while 79% of high
school students and 54% of employed/other say they are considering a degree. International students
are more likely to be considering a degree than those who are born in Canada (81% vs. 67%).
The educational outcome of possible career options is the factor that holds the greatest importance
among Prospects. The reputation of the program and school also rank high ‐ particularly among
International Students/immigrants, as does the types of courses offered and the location of the school.
A vast majority of those considering a degree (80%) are considering the option of applying to a college
(37% considering college only; 43% are considering both at college and university). Only 16% are
considering a university only.
When asked about which post‐secondary institutions they considered, equal proportions mentioned the
names of colleges only and of universities only in their choices (30%). Only 18% mentioned both
universities and colleges. This percentage is roughly in line with data from Academica Group’s UCAS
2010 study that showed that approximately 15% of students apply to both colleges and universities.
That being said, the high percentage of those interested in a college degree may be reflecting a change
in attitudes about college degrees in the marketplace.
Prospects mentioned 48 different institutions in their choices (mostly in Ontario), reflecting the
abundance of PSE business degree options available and considered. The top post‐secondary institutions
being considered among our sample is Ryerson University (19%), York University (14%), Humber College
(12%), Conestoga College (9%), Seneca College (8%), Sheridan College (8%), and University of Toronto
(8%).
Substantial Support for College‐granted Degrees
The statement that attitudes about college‐obtained degrees are changing is also supported by the
responses to agreement statements asked in the survey. Approximately one half to two‐thirds of
Prospective Students are “college supporters”. They prefer the more applied learning approach of a
college degree program in comparison to a university. They also agree that the flexible options of a 2‐, 3‐
or 4‐year completion are better suited to today’s student and that a college degree offers a better skill
set for the job market. A sizable proportion also agrees that a college degree would be valued as highly
by employers as a degree from a university. Of significance is that fifty percent say they would choose to
go to college because university tuitions are too expensive, seeing better value for the education dollar
LKSB Degree Program Feasibility Study • 2011
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