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

Four-year degrees with minimum 120 credits
Minimum one co-op semester
20% of credits must be “breadth” (non-core) courses
50% of faculty must have “terminal degree” (usually PhD) with balance having a master’s
degree; faculty must have industry experience
To meet MTCU requirements for degree development, Fanshawe College hired Academica Group to
conduct market research. Academica interviewed 18 key stakeholders at Fanshawe College, surveyed
over 500 students and graduates, and interviewed 55 employers. (Academica’s Executive Summary is
included in the meeting package.) The study included a secondary research component as well.
The research findings confirmed student demand and industry support, but the questions to be further
explored by the External Focus Group are as follows: 1) Is there is demand for the graduate in the
marketplace and 2) Will the college degree have credibility with employers Fanshawe would be
entering a competitive market but is well-situated in Southwestern Ontario. The University of
Western Ontario (UWO) is the only local option but high admission requirements and tuition are
barriers for some students.
College degree admission requirements are different than those for college diplomas. Whereas
business diploma programs are essentially open access, MTCU has a minimum admission
requirement of a 65% average of six Grade 12 “U” courses; however, if programs are oversubscribed,
the actual admission average would be much higher. Students wanting to transfer from
the diploma program to the degree program would also be required to meet a minimum grade
requirement, likely a cumulative “B” average.
Mary also referenced other studies that indicate that college graduates are increasingly looking for
degree completion opportunities because of degree requirements by various professional bodies. A
study conducted by Seneca College and York University found that college business graduates are the
most likely of all college graduates to pursue a university degree. A study of graduates from UWO
and Fanshawe revealed that 80% of Fanshawe graduates remain in the London area, compared with
only 20% of UWO graduates. Fanshawe’s mission statement, “Community Driven, Student
Focused”, underscores a mission to provide graduates who would serve London and area.
4. Discussion re Background and Research to Date
Ross invited comment from the focus group on the background provided and the market research. A
summary of the discussion is provided below:
Academica’s research findings supported a specialization in digital marketing, reflecting the
current demand for this specialization. However, the degree may prove to be too limiting if
the specialization is labeled as “Digital Marketing”; perhaps the curriculum needs a broader
focus.
The relatively strong employer support for college degrees as reported in the Academica
study may indicate a gap in the skills of university degree graduates. Currently, Fanshawe
business graduates are employed in small- to medium-sized businesses as well as large
corporations and move between the private and public sectors as well as the not-for-profit
sector.
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