Relevant, timely, and actionable analysis about the graduate business school candidate pipeline to help schools better connect with prospective students around the world.

1. mba.com Prospective
Students Survey Report2016
Candidate Marketing Insights

2. 2016 mba.com Prospective Students SurveyResearch Services
Graduate business programs
develop marketing and recruitment
plans to attract high-quality
students and meet enrollment
objectives.

3. 2016 mba.com Prospective Students SurveyResearch Services
The mba.com Prospective Students
Survey Report provides relevant,
timely, and actionable analysis about
the candidate pipeline to help
schools better connect with potential
applicants.

4. 2016 mba.com Prospective Students SurveyResearch Services
Candidate Decision-
Making Timeline

5. 2016 mba.com Prospective Students SurveyResearch Services
Candidates’ timeline for considering
graduate management education varies
by program type considered.
Preferred Program Type
Amount of time after completing
undergrad candidates first consider GME
Specialized business master’s 1 month
Full-time two-year MBA 2 years
Professional MBA 4.5 years

6. 2016 mba.com Prospective Students SurveyResearch Services
The average timeline to business school
differs by generation.
First
consider
b-school
Register
on
mba.com
Sit for
the
GMAT
exam
Apply
Gen
Z
16
months
13
months
3
months
(born
1996-2010)

7. 2016 mba.com Prospective Students SurveyResearch Services
Millennials 14
months
5
months
2
months
(born
1981-1995)
The average timeline to business school
differs by generation.
First
consider
b-school
Register
on
mba.com
Sit for
the
GMAT
exam
Apply

8. 2016 mba.com Prospective Students SurveyResearch Services
Gen
X
2
years
5
months
Month of
testing
(born
1965-1980)
The average timeline to business school
differs by generation.
First
consider
b-school
Register
on
mba.com
Sit for
the
GMAT
exam
Apply

9. 2016 mba.com Prospective Students SurveyResearch Services
The average timeline to business school
differs by generation.
Baby
Boomers
3.5
years
4
months
(born
1948-1964)
2
months
On average, Baby Boomers apply to
business schools 2 months before sitting
for the GMAT exam.
First
consider
b-school
Register
on
mba.com
Apply
Sit for
the
GMAT
exam

10. 2016 mba.com Prospective Students SurveyResearch Services
A specific life event or circumstance is
typically the driving force to considering
a graduate management education.
23%
9%
10%
17%
17%
27%Sought new job, lacked skills
to be competitive
Reached plateau at work
Lacked knowledge to do job
Realized able to do same job
as consultant
Able to use employer tuition
assistance
No specific trigger
% of candidates

11. 2016 mba.com Prospective Students SurveyResearch Services
Motivations and
Reservations

12. 2016 mba.com Prospective Students SurveyResearch Services
Motivations for earning a graduate business
degree vary by program preference.
Full-Time MBA Professional MBA
Specialized Business
Master’s
• Change career
• Entrepreneurship
• Networking
• Make a difference
• Solve some world
problems
• Impact communities
• Develop managerial
skills
• Obtain a credential
• Accelerate career
• Become more
effective on the job
• Obtain a promotion
• Personal
marketability
• Have a sense of
accomplishment
• Develop technical
expertise
Distinct motivations by program preference

13. 2016 mba.com Prospective Students SurveyResearch Services
Cost continues to be the biggest
reservation for candidates.
19%
22%
26%
46%
51%
Requires more money than
currently available
Requires taking on large debt
Time and energy
Effect on personal
relationships
Effect on personal plans
% of candidates

14. 2016 mba.com Prospective Students SurveyResearch Services
School Selection

15. 2016 mba.com Prospective Students SurveyResearch Services
Prospective students use a variety of
information sources to select programs for
their short list of schools.
Top sources consulted when selecting programs
School websites
School admissions professionals
Friends/family
Ranking publications
1.
2.
3.
4.

16. 2016 mba.com Prospective Students SurveyResearch Services
In deciding where to apply, the program
information considered most influential varies
by candidates’ preferred program type.
Full-Time MBA Professional MBA
Specialized Business
Master’s
Percent of graduating class
with job offers
Program accreditation
Percent of graduating class
with job offers
Quality of faculty
Total tuition and required
fees
Total tuition and required
fees
Availability of scholarships Course format Quality of faculty
Total tuition and required
fees
Program completion time Availability of scholarships
Graduates’ starting base
salary and other
compensation
Quality of faculty Program accreditation
1.
2.
3.
4.
5.

17. 2016 mba.com Prospective Students SurveyResearch Services
0%
10%
20%
30%
40%
50%
Quality/
reputation
Financial aspects Career aspects Program aspects Curriculum School culture School class
profile
Percentageofrespondents
Full-time MBA Professional MBA Business master's
Overall, prospective students weigh the
quality and reputation of a program more
heavily than financial aspects.
Most important program selection criteria, by preferred program type

18. 2016 mba.com Prospective Students SurveyResearch Services
Download the
full report at
gmac.com/prospectivestudents