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

Chapter 6. Labour Market Research
A. Introduction
Objectives
Effective human capital development depends on a postsecondary education system that is responsive
to current and future labour market realities and needs. In order to match the local supply of labour and
skills to labour market demand, educational institutions require accurate labour market information
(LMI). This chapter provides an overview of labour market trends, opportunities, and employment
prospects for graduates of Fanshawe College’s proposed business degree programs through review of
national, provincial, and regional occupational forecasts and analysis of data collected from 55
interviews with employers and economic development representatives.
The findings provide insights into the factors that affect demand for graduates of business programs,
and the anticipated labour market needs for workers with these skill sets – regionally, provincially, and
nationally. Results from the Employer interviews highlight current and future employment opportunities
for graduates within the local labour market, and identify the business specializations considered by
Employers to be in greatest demand. The findings also shed light on Employer perceptions of differences
between college and university education in terms of the skills and knowledge of graduates, salary
differentials, and Employer attitudes toward online degrees. Finally, the chapter provides insights into
Employer interest in participating in program development and delivery, and in enabling their own
employees to access the proposed business degree offerings.
Methodology
Part I. Labour Market Information (LMI)
The following sources of Labour Market Information (LMI) were used to gather the most up‐to‐date and
relevant information available for the assessment of labour market demand for occupations in
Accounting, Marketing, HR and Business Management in Southwestern Ontario.
National LMI
The Canadian Occupational Projection System (COPS) provides supply and demand projections
for five skill levels across 140 occupational groupings over a 10 year period. COPS projections
take account of expansion demand (job openings resulting from economic growth), replacement
demand (based on retirements and labour mobility), and labour supply, including recent school
graduates, immigrants, and re‐entrants to the labour force. The most recent national
projections are contained in the 2008 report Looking Ahead: A 10‐Year Outlook for the Canadian
Labour Market (2008‐2018). Projections are based on the National Occupational Classification
(NOC) System, which organizes more than 30,000 occupations into 520 categories, each
identified by 4‐digit NOC codes. These categories are grouped again and identified by 140 3‐digit
codes, which are analysed for the COPS projections.
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