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

needs, with almost half unable to comment on the likelihood of future shortages. Those who expected
future shortages in Accounting felt the shortages would be particularly acute in senior financial
positions. Accounting and IT was the specialization most valued by Employers.
Skills Gaps
The majority of Employers who had recently hired for business positions reported that the skills, training
and knowledge of the new hires met their expectations. Satisfaction was highest for new employees in
Business Management and Accounting. The following skills gaps were identified by Employers:
Some Accounting graduates were perceived to lack skills in analysis, data entry and Microsoft
Excel.
Some Marketing graduates were viewed as lacking industry specific knowledge and experience,
high‐level communication and writing skills, and knowledge of social media and search engine
marketing.
Some HR graduates were considered to lack full understanding of payroll, skills in Excel, and
relevant work experience.
Some Business Management graduates were perceived to lack basic people management skills.
Employer Perceptions of Postsecondary Business Programs
The breadth and depth of theoretical knowledge provided by a university business degree was viewed as
its key strength, together with the reputation and prestige of a university education. The focus on
theory was also considered to be a major weakness, and a concern that university graduates may not
know how to apply their knowledge to the workplace. The most important strength of a business degree
earned at college was the hands‐on experience provided in a college setting. The commonly‐held
perception of college as inferior to university was the major weakness, along with the potentially narrow
specializations of college business degrees.
Fanshawe College Business Degrees and Diplomas
Two‐thirds of employers endorsed the need for Fanshawe to offer business degree programs. Employers
saw college business degrees as an accessible and affordable option for local students who could not get
into UWO but wanted to stay in the London area, and who were likely to remain and work in the area
after completing their program.
Almost two‐thirds of employers supported the continued offering of business diplomas if the business
degrees go forward, but several questioned the long‐term viability of business diploma programs.
Cautions were raised that employers would increase minimum educational requirements for entry‐level
business positions.
Skill Sets and Job Performance
The majority of Employers believed that college business degree graduates would bring a different set of
skills, training and knowledge to the workforce than graduates of university business programs, with
several Employers singling out co‐op experience as the key differentiator.
LKSB Degree Program Feasibility Study • 2011
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