Web Developer And Web Publicshing/Design Program: Needs .
COLLEGE OF THE CANYONSSanta Clarita Community College District26455 Rockwell Canyon, Santa Clarita, CA 91355Office of Institutional Development and TechnologyWeb Developer and WebPublishing/Design Programs: NeedsAssessmentsAd Hoc Report – 2013-1Daylene Meuschke, Ed.D.Barry, Gribbons, Ph.D.Catherine Parker, M.A.July 2014
Ad Hoc-Web Publishing and Design/Web DeveloperTable of ContentsIntroduction .1Methods .2Results .5Recommendations .11Appendix A .13Appendix B.19Index of Figures and TablesFiguresFigure 1. Educational Requirements for Job Postings for the Los Angeles-Long BeachSanta Ana, CA MSA between January 1, 2012 and December 31, 2012 .6TablesTable 1. Projected Job Openings in Web Publishing/Design and Web DeveloperRelated Occupations and Median Hourly Earnings in the Santa ClaritaCommunity College District Service Area.7Table 2. Projected Job Openings in Web Publishing/Design and Web DeveloperRelated Occupations and Median Hourly Earnings Within a 15-mile Radiusof the Santa Clarita Community College District Service Area .8Institutional Development & TechnologyiRpt# 2013-1
Ad Hoc-Web Publishing and Design/Web DeveloperIntroductionThe Office of Institutional Development and Technology, with input from the ComputerInformation Technology (CIT) faculty members, facilitated a focus group with representativesfrom the CIT advisory committee as part of the needs assessments for the College’s new webpublishing, design and web developer programs. In addition, labor market data were obtainedfrom Economic Modeling Specialists, Inc. (EMSI) and Burning Glass Technologies,Labor/Insight to assess the labor market demand and wages for the web publishing and design,and web development industries in the Santa Clarita Valley and surrounding region.TheCalifornia Community College Chancellor’s Office requires community colleges to gatherinformation from industry representatives when conducting needs assessments for newprograms. The focus group was intended to assess the entry-level skills needed by entry-levelgraduates from the web publishing/design and web developer programs and to obtain additionalinformation necessary for informing decisions for the programs. This needs assessment intendedto answer questions in three areas:1. Employment Projections: What is the average number of job openings (both new and replacement) for webpublishing and design annually for the next five years? What is the average number of job openings (both new and replacement) for webdeveloper jobs annually for the next five years? What are the numbers of new and replacement web publishing/design jobs expected by2020? What are the numbers of new and replacement web developer jobs expected by 2020? What are the numbers of job postings for jobs in web publishing/design betweenJanuary 1, 2012 and December 31, 2012 for the Los Angeles-Long Beach-Santa Ana,CA MSA?2. Salary: What is the median hourly wage for web publishing/design jobs? What is the median hourly wage for web developer jobs?Institutional Development and Technology1Ad Hoc 2013 1
Ad Hoc-Web Publishing and Design/Web Developer3. Industry Needs from Focus Group with Web Publishing/Design and Web DeveloperIndustry Representatives: What are the employment needs for the web publishing/design and web developerindustries in the Santa Clarita Valley? What knowledge and / or skills valued most by web publishing/design industryrepresentatives need to be incorporated into the web publishing/design program atCollege of the Canyons? What knowledge and / or skills valued most by web developer industry representativesneed to be incorporated into the web developer program at College of the Canyons?The resulting information is intended to be used to inform decisions regarding the developmentand offering of the web publishing/design and web developer programs at College of theCanyons. In addition, the information will be used to complete the application packet requiredby the South Central Regional Consortium.MethodsData were obtained from three sources:1. Labor market data including employment projections and median hourly earnings wereobtained from Economic Modeling Specialists, Inc. (EMSI).2. Labor market data including job postings for Web Architects, Web Designers, WebProgrammers, Web Developers, Media Specialists, and Multimedia Specialists wereobtained from Burning Glass Technologies, Labor/Insight .3. Focus group participants provided input on employment needs, hourly wages andcurriculum needs.Focus GroupTen representatives from local companies specializing in web publishing and design and webdevelopment participated in a focus group as part of the CIT department’s advisory committeemeeting on May 22, 2012 at College of the Canyons’ Valencia campus. The purpose of thismeeting was to obtain information on the employee needs for the web publishing and design andweb developer industries within the District’s service area and to get input on the knowledge andskills needed for graduates of these programs. Representatives reviewed the sample curriculaInstitutional Development & Technology2Ad Hoc 2013 1
Ad Hoc-Web Publishing and Design/Web Developerand provided input on curriculum that should be omitted and courses that need to be included inthe programs.Labor Market DataEMSIThe web publishing/design and web developer industry cluster includes diverse job titles suchas Multimedia Specialist, Instructional Media Specialist, Web Designer, Web Architect, ITSpecialist, Web Developer, Web Programmer, Software Engineer, and Programmer Analyst.Data are reported under Standard Occupation Classification Code 15-1134 (Web Developers).Data were pulled for both the Santa Clarita Community College District’s service area andwithin a 15-mile radius of the 91355 zip code. This report includes the need within a 15-mileradius of the District due to the nature of the web developer industry with many individualsemployed in this occupation having flexibility in work schedules (i.e., ability to workremotely) and the fact that there are no similar programs being offered by neighboring collegesthat can meet the demand within a 15-mile radius. It is reasonable that a graduate fromCollege of the Canyons’ program would seek employment within this region.Burning Glass Technologies, Labor/Insight Data for this analysis have been extracted using the Burning Glass Technologies,Labor/Insight tool that collects information from over 21,000 web sources, including jobboards, newspapers, large and small employer websites. Burning Glass Technologies,Labor/Insight was used to assess the labor market demand and wages for the webpublishing, design and web development industries in the Los Angeles-Long Beach-Santa AnaMetropolitan Statistical Area (MSA). The MSA was used as opposed to searching by citybecause employers do not often indicate the city. MSA has been determined by Burning GlassTechnologies, Labor/Insight to be more accurate. Four searches were conducted withinBurning Glass Technologies, Labor/Insight :1. Job Listings: The search parameters for job postings included the following searchterms: Web Architect, Web Design, Web Programmer, Web Developer, MediaSpecialist, and Multimedia Specialist. The search parameters were also delimited tojob postings requiring less than 1 year to 4 years of experience in the Los AngelesLong Beach-Santa Ana, CA MSA between January 1, 2012 and December 31, 2012.All education levels were included in the search criteria. Per the advisement of staff atBurning Glass Technologies, Labor/Insight , it was better to search by years ofexperience as most employers within the industries of interest were not reportingInstitutional Development & Technology3Ad Hoc 2013 1
Ad Hoc-Web Publishing and Design/Web Developerrequired level of education. Of the ads posted during the timeframe included in thesearch 62 percent did not specify educational requirements (See Figure 1 on page 6).2. Summary Demand and Requirements by Occupation: To ensure that all the possible jobtitles related to the web publishing/design and web development industries were beingincluded in the search a query of the top titles associated with these jobs wasconducted. Search terms for the top titles included the job titles previously identifiedplus PHP developer. This query did not limit the search by years of experience.3. Skills in Greatest Demand: A query of the Skills in Greatest Demand was conducted tosee what skills were being listed in the job postings included in the search parameters.Search terms for the skills in greatest demand included Flash, website development,and jQuery. This query did not limit the search by years of experience.4. Top titles: A query of the Top Titles was conducted to identify the top titles within theindustries of focus for this report. This query did not limit the search by years ofexperience.Institutional Development & Technology4Ad Hoc 2013 1
Ad Hoc-Web Publishing and Design/Web DeveloperResultsLabor Market Estimates. The first area of inquiry was related to the employment demand andsalaries for individuals employed in the web publishing/design and web developer fields.Specifically, employment demand and salary information was obtained by asking the followingquestions: What is the average number of job openings (both new and replacement) for webpublishing/design annually for the next five years? What is the average number of job openings (both new and replacement) for webdeveloper jobs annually for the next five years? What are the numbers of new and replacement web publishing/design jobs expected by2020? What are the numbers of new and replacement web developer jobs expected by 2020?Employment Projections-EMSI. The total number of new and replacement Web Developer jobsrequiring an associate’s degree over the next five and half years in the Santa Clarita Valley isprojected to be 21, or an average of 3 jobs annually. Within a 15-mile radius of Santa Clarita thetotal number of new and replacement Web Developer jobs over the next five and half years isprojected to be 107, or an average of 18 jobs annually.Other occupations requiring a bachelor’s degree that may include web design and web terapplications-allother,computerprogrammers and graphic designers. The total number of new and replacement jobs within theseoccupations over the next five and half years in the Santa Clarita Valley is projected to be 329, oran average of 55 jobs annually. Within a 15-mile radius of Santa Clarita the total number of newand replacement Web Developer jobs over the next five and half years is projected to be 1,294,or an average of 216 jobs annually.Employment Projections-Burning Glass Technologies, Labor/Insight . Data obtained fromBurning Glass Technologies, Labor/Insight show that within the Los Angeles-Long BeachSanta Ana MSA there were 2,192 jobs posted for Web Architects, Web Designers, WebInstitutional Development & Technology5Ad Hoc 2013 1
Ad Hoc-Web Publishing and Design/Web DeveloperProgrammers, Web Developers, Media Specialists, and Multimedia Specialists requiring lessthan 1 year to 4 years of experience between January 1, 2012 and December 31, 2012. AppendixB shows the job titles, employers and locations of these job postings as they were listed in theBurning Glass Technologies, Labor/Insight search results.It is important to note that data pulled from O*NET show that 20 percent of individualsemployed as web developers hold an associate’s degree, 43 percent hold a bachelor’s degree and27 percent have somecollege but no degree (Retrieved June 21, 2013 .00).Note: It appears that some job postings might be duplicative but it is difficult to confirm sincethe employer information is omitted for postings where “N/A” is noted for the employer datafield.Figure 1. Educational Requirements for Job Postings for the Los Angeles-LongBeach-Santa Ana, CA MSA between January 1, 2012 and December 31, 2012Graduate orprofessionaldegree, 34%Not specified,62%Bachelor'sdegree, 1%Post‐secondaryor associate'sHigh School,degree, 1%3%Additional labor market data obtained from Burning Glass Technologies, Labor/Insight presented later in this report further support the need for the web developer and web publishingand design programs.Median Hourly Earnings. According to EMSI, the median hourly wage for web developers is 26.06 in the District’s service area and within a 15-mile radius of the Santa Clarita Valley is 26.97. This is consistent with the average hourly wage for individuals with less than one yearInstitutional Development & Technology6Ad Hoc 2013 1
Ad Hoc-Web Publishing and Design/Web Developerand one to four years of experience in web development related jobs obtained through jobpostings using the Burning Glass Technologies, Labor/Insight tool. The hourly rate indicatedby representatives at the focus group was lower than that shown by EMSI. Representatives atthe focus group indicated that the starting hourly wage entry-level web designers and webdevelopers is 15 but increases to between 30 and 40 depending on education and/orexperience.According to EMSI, the median hourly wage for web developer related jobs (softwaredevelopers, computer programmers, computer applications-all other and graphic designers) is 42.94 in the District’s service area and within a 15-mile radius of the Santa Clarita Valley is 41.37. Most web developer and design related positions require a bachelor’s degree, whichmight be contributing to the higher hourly rate shown by EMSI.Table 1. Projected Job Openings in Web Publishing/Design and Web Developer Related Occupations, MedianHourly Earnings and Education Required in the Santa Clarita Community College District Service AreaSOCCodeDescription2014Jobs2020JobsComputer Programmers23524615-1132Software Developers,Applications40715-1133Software Developers, SystemsSoftware15-1134Web Developers15-1199Computer Occupations, AllOther27-1024Graphic Designers15-1131TotalAnnualOpenings(new chelor'sdegreeBachelor'sdegree9 38.4446516 43.6545953920 52.74Bachelor'sdegree1061153 26.06Associate'sdegree78853 35.05Bachelor'sdegree2122197 23.88Bachelor'sdegree1,4981,67058 41.07Source: EMSI QCEW Employees & Self-Employed – 2nd Quarter 2014Institutional Development & Technology7Ad Hoc 2013 1
Ad Hoc-Web Publishing and Design/Web DeveloperTable 2. Projected Job Openings in Web Publishing/Design and Web Developer Related Occupations, MedianHourly Earnings and Education Required Within a 15-mile Radius of the Santa Clarita Community CollegeDistrict Service AreaSOCCode15-1131DescriptionComputer s(new andreplacement)372014MedianHourlyEarnings 132Software Developers,Applications2,1392,26054 43.6315-1133Software Developers, SystemsSoftware2,0922,10153 52.59Bachelor'sdegree15-1134Web Developers60464918 26.44Associate'sdegree15-1199Computer Occupations, AllOther42943610 36.05Bachelor'sdegree27-1024Graphic Designers1,6301,64854 23.34Bachelor'sdegree8,1328,313226 39.65TotalSource: EMSI QCEW Employees & Self-Employed – 2nd Quarter 2014Focus Group Input from Web Publishing/Design and Web Developer IndustryRepresentativesEmployment Needs. Industry representatives present at the meeting provided some estimates forthe number of web publishing/design and web developer positions that need to be filled over thenext five years. One representative plans to hire 2-3 entry-level web publishing and design andweb developers over the next year and 2-3 individuals in database management and databasecoding positions. Another representative indicated that their company is only looking to hirereplacements for positions that are vacated over the next year. Only one company representedexpressed the need for eligible candidates to possess a bachelor’s degree within the computerscience or graphic design disciplines. All other representatives did not indicate a need for acertificate or associate degree but did express a desire to see evidence of students’ skills acquiredthrough the programs’ courses.Institutional Development & Technology8Ad Hoc 2013 1
Ad Hoc-Web Publishing and Design/Web DeveloperExam Preparation. While no certifications are required for the employers who participated inthe focus group, the participants did indicate that a portfolio is important for graduates to haveupon completion of the program.Curriculum Needs. Focus group participants expressed a need for both Web Publishing/Designand Web Developer programs that would prepare students for work in the industry. Inputreceived from the participants supported the need for a certificate and degree program. Thecomputer information technology industry representatives who participated in the focus groupreviewed sample curriculum for the web publishing/design and web developer programs.Overall, participants indicated that the curriculum for both programs are fine as presented butnoted that Flash is being phased out. Other important aspects of the industry that should be takeninto consideration for the Web Developer program include the following: Basic SQL,ASP,WordPress,Usability,Versioning control,HTML 5,CSS3,Privacy/security of information,Mobile web development, andXML in SEO.Important aspects to consider for the Web Publishing and Design program includes usingPhotoshop to create mock web pages instead of Fireworks since Photoshop is the preferreddesign tool in the industry and including instruction on image sprites, Illustrator to generate SVGimages, and versioning control.Many of these skill sets identified by the focus groupparticipants were reflected in the Skills in Greatest Demand query performed in Burning GlassTechnologies, Labor/Insight (see Appendix A for detailed listing). Some of the top skills mostfrequently cited in job postings include: Website development, JavaScript, jQuery, Ajax,Institutional Development & Technology9Ad Hoc 2013 1
Ad Hoc-Web Publishing and Design/Web Developer SQL, PHP, .net, Xml, Microsoft Visual C# Web application development, Object-Oriented Analysis and Design (ooad), Software engineering, Linux, Electronic commerce, User Interface (ui) Design, Software development, Visual Studio, Apache Webserver, Python, Graphic Design, C , Lamp Stack, Database Design, Java Server Pages (jsp), Dynamic HTML, Unix, Perl, and Debugging.A soft skill needed by graduates from both programs is teamwork. Industry representativesindicated that teamwork is needed for coding on both the front and back end. Graduates must beable to work well with others to ensure that codes developed on both the front and back end arecompatible.Institutional Development & Technology10Ad Hoc 2013 1
Ad Hoc-Web Publishing and Design/Web DeveloperRecommendationsGenerally, the focus group and labor market data for the region is supportive of a series ofcourses and possibly certificates in Web Publishing/Design and Web Developer. Only about onepercent of job postings in a 12-month period listed an associate deg
terms: Web Architect, Web Design, Web Programmer, Web Developer, Media Specialist, and Multimedia Specialist. The search parameters were also delimited to job postings requiring less than 1 year to 4 years of experience in the Los Angeles-Long Beach-Santa Ana, CA MSA between January 1, 2012 and December 31, 2012.
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