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

B. Executive Summary
Moderate Level of Interest in a Business Degree
Although 73% of Alumni say they would consider applying to a business degree in the next three years,
just over half (57%) are seriously considering applying to a degree program at either a college or a
university. Fanshawe College ranked third among top institutions considered for a business degree,
following Athabasca University in Alberta and the University of Western Ontario. The top three reasons
for considering a degree are to increase marketability in the job market (52%), to increase earning
potential (52%), and to increase level of knowledge in an area of study (39%).
For Alumni interested in a business degree, the top‐driving factors important in choosing a degree
program are: the ability to transfer credits easily into a degree program (93%) followed by the types of
course offered in the program (90%), and the possible career paths upon graduation (80%). The
availability of part‐time degree options ranks relatively high in importance (77%), as does the ability to
take some or all courses online (74%) and the location of the school (75%). A paid co‐op placement
(26%) is the least important factor for Alumni when choosing a degree.
Preference for Earning a Degree On‐line at College
Alumni are more likely to prefer the applied learning approach offered in a degree at a college in
comparison to a university, and agree that a college degree is better suited for today’s post‐secondary
student because of the flexible completion options and affordable cost of tuition. Although half of
Alumni are more likely to prefer the pedagogical approaches offered at a college over a university, they
are sceptical that employers would value a college degree as highly as a university degree.
The majority of Alumni interested in the degree programs would prefer to have the option to complete
the degree programs entirely online, which is likely due to the expressed desire to continue to work fulltime
while pursuing a degree. In terms of course delivery, relatively equal proportions of Alumni are
interested in having hybrid/blended delivery as well as fully on‐line courses. Having part‐time degree
options was also proposed by Alumni wanting to continue to work full‐time.
Proposed Business Degrees will Benefit London Community
The research shows that Alumni agree strongly that the proposed business degrees from LKSB will
benefit both prospective students and the business community in London and surrounding areas. Sixtysix
percent of Alumni agree that the introduction of the proposed programs would offer them the
opportunity to return to school and update their credentials. Given that the greatest proportion of
Alumni graduated in Marketing from LKSB, it is not surprising that the proposed Marketing degree is
most appealing, having 44% (n=25) of Alumni interested in learning specifically about the Marketing
degree. In terms of future interest in applying, the Marketing degree is likely to draw in 25% of Alumni in
our sample. To a lesser degree, the Human Resources Management degree is likely to attract
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