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

Section 7. Employer Perceptions of Postsecondary Business Programs
Employers were invited to share their views about the strengths and weaknesses of business degree
programs offered at university, compared to college business degree programs. They were also asked
about the need for Fanshawe College to offer business degree programs, in light of business degrees
available at area universities, and to continue to offer business diploma programs.
University Business Degrees
Strengths
Employers most frequently identified the breadth and depth of theoretical knowledge that students
receive during a university program of study as its key strength. The second most commonly cited
strength was the reputation and prestige of a university education, with a few Employers commenting
that university faculty are more highly educated than college faculty. Critical thinking skills were another
key attribute (with some Employers singling out the business case model for particular mention). This
was followed by the belief that university entry‐requirements lead to higher‐calibre graduates, who
have demonstrated a commitment to education and received less “hand‐holding” throughout their
education than college students. Although mentioned less frequently, other strengths included
opportunities for students to gain an international perspective and experience, develop strong writing
and communication skills, and engage in networking.
University attracts a higher calibre of student. They offer a wider scope and higher level
discussion.
Lateral thinking, international placements, the non‐business courses that students take before
acceptance into the business program leads to broader thinking and understanding which
provides a valuable larger context, and university students bring strong writing and
communication skills, which is a critical difference from college grads.
Reputation (whether it is right or not). In some of the theory there is good depth.
Credibility (that's a lot of the strength of university). There is a perception of higher entrance
requirements and a perception of higher quality instructors.
The higher level thinking and analysis and the expectations of the student. University has higher
standards for entry than college and it makes a difference.
The individual must be self‐taught, self‐motivated. No hand‐holding.
The quality of education at the theoretical level ... the importance of the selection process in
determining success. Not just anyone is accepted, and that gives grads a certain status.
Weaknesses
Employers also identified some weaknesses related to university business degree programs, with most
expressing concerns about university students’ lack of hands‐on experience and practical skills.
Employers often suggested that universities can be too focused on theoretical knowledge and that
graduates do not always know how to apply their knowledge to the workplace. Another significant
theme that emerged was that university graduates may have an air of entitlement – even “arrogance” –
and often have unrealistic expectations about the positions and the pay that they qualify for. Other less
frequently cited weaknesses included lack of co‐op opportunities, the cost of university, the lack of
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