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

Ensure that policy development (e.g., use of digital media in the workplace) is captured in the
outcomes. This content could be included in Strategic Policy and Planning but also in other
digital media courses.
c. If proceeding, what would be the delivery mechanism and timing (i.e., co-op)
Academica research findings show support among employers for co-op. MTCU requires a
minimum four-month co-op in all college degree programs. The college model is a paid co-op
placement placed within the program (not as a final semester) to allow for integration of
workplace learning into the classroom. Any work experience at the end of the program would be
considered a work placement, not a co-op, and would be optional. Fanshawe currently does not
endorse part-time co-op; a one-day/week semester-long work opportunity would be a part-time
co-op. Fanshawe’s experience shows that employers prefer graduates with extensive co-op
experience and many students prefer programs with no co-op requirements.
Unpaid co-op, similar to the internship offered by some universities, could be considered but is
not the preferred model. (Student interns are sometimes compensated through a monthly
honorarium.) A paid co-op creates an employee-employer relationship, providing legal protection
for both parties and increased motivation for the student.
Participants agreed that the ideal placement for the co-op semester was after third year, especially
because unpaid internships are the industry standard in the marketing field. If the tactical courses
are placed before the co-op semester, presumably students would have knowledge and technical
skills that would make them more valuable to co-op employers who would be willing to pay the
students. Scheduling the co-op after third year also shortens the wait time for co-op employers
who plan on hiring their co-op student.
While the participants accepted the minimum co-op requirement of one semester, longer co-op
placements are preferable. The more work experience graduates have, the more employable they
are. Many participants suggested that at least two semesters would be the preferred minimum to
allow the student to gain valuable work experience. However, participants also recognized the
value of incorporating the co-op requirement (for one or more semesters) within a 48-month
timeframe. For some employers back-to-back co-op placements are ideal and for others two
consecutive summer placements are preferable. (Agencies often prefer summer co-op
placements.) A flexible co-op program, with two or more co-op semesters, could be offered but
could become a barrier to student progression depending on its timing, given a cohort of only 25
students. (A small cohort limits the progression options because of limited course offerings.)
d. If proceeding, what should be the vocational learning outcomes/courses
Suggestions for curriculum and learning outcomes, as well as course content and placement, are
summarized below:
Adjust the placement of courses depending on the placement of the co-op semester to
ensure students have taken as many tactical/technical courses as possible. Ensure students
take the following courses before their co-op placement: Strategic Website Management,
Search Engine Marketing, Market Research, CRM & Social Media, and Digital
50 Bachelor of Commerce (Digital Marketing)