Global Rise in Graduate Management Education Applications: A Regional Shift
Graduate management education (GME) programmes have experienced a remarkable 7% increase in applications in 2025, carrying forward the momentum from the previous year. This growth is largely attributed to regions in Asia and continental Europe, contrasting with declines observed in traditional educational hubs such as the United States, the United Kingdom, and Canada.
Shifting Dynamics in Application Trends
The latest Application Trends Survey by the Graduate Management Admission Council (GMAC), released on Friday, highlights a concerning trend for the three major GME centres. Application volumes have receded due to stricter visa policies and growing uncertainty in labor markets, which have deterred international candidates from applying.
Regional Overview: US, Canada, and UK
In the United States, GME programmes reported a modest decline of one percentage point in applications. This reflects a broader trend in Canada and the UK, where the situation is more pronounced: a staggering 84% of Canadian programmes and two-thirds of UK programmes saw a decrease in applicants.
Growth in Asia and Europe
In stark contrast, business schools in Asia and Europe (excluding the UK) experienced substantial growth. Applications surged by 26% in India, while East and Southeast Asia saw a remarkable 42% increase in applications. This trend indicates that institutions in these regions are successfully attracting international talent through improved marketing strategies and enhanced reputations.
Changing Landscape of Business Education
Joy Jones, the CEO of GMAC, commented on the evolving nature of business education, stating, “The next era of business education is being reshaped by changing student and employer expectations, challenging geopolitics, and new skill demands prompted by technologies like AI.”
Adapting to New Challenges
Despite facing significant headwinds, the growth in applications serves as a testament to the agility of business schools, reinforcing their relevance through innovative curricula and experiences aligned with industry demands.
Application Trends: Focus on Full-Time Programs
The GMAC survey, which examined data from 1,172 programmes across 326 business schools in 41 countries, revealed that full-time, in-person formats are in high demand. This trend is particularly evident in two-year MBA and master’s programmes in accounting, finance, and marketing.
Decline in Master of Business Analytics Programmes
On the downside, Master of Business Analytics programmes have struggled for the second consecutive year, with nearly two-thirds reporting a decline in applications. This decline raises questions about the perceived value of these programmes amidst evolving educational interests.
Challenges for Flexible Formats
Flexible programme formats, including executive, online, and part-time MBA programmes, are also experiencing difficulties. More than half of these programmes reported drops in applications, a reversal of the gains made during the pandemic era. The decline may stem from shifts in candidate preferences as companies enforce return-to-office mandates.
Integration of Technology in Education
Technology and sustainability are becoming increasingly integral to business education. Only 16% of programmes did not integrate artificial intelligence into their curricula this year, a decrease from 22% in 2024. More than half of these programmes now incorporate AI as a decision-making tool and in strategies for social impact, often through practical projects.
Sustainability: A Key Differentiator
Sustainability has emerged as a crucial differentiator among business programmes. Three in four programmes now offer opportunities to study sustainability, primarily within MBA curricula. This interest is demand-driven, with 63% of prospective students indicating that sustainability is important to their studies.
Regional Variations in Sustainability Education
Regionally, Asian programmes outside of Greater China and India are most likely to require sustainability modules, whereas US programmes lag behind in this regard.
Gender Balance in Applications
The gender balance within graduate management education remains stable, with women constituting just over 40% of global applicants in 2025. This level has been consistently maintained for over a decade.
Women’s Representation in MBA Programmes
Although the median share of women increased by just one point this year, they are applying to MBA programmes at a faster rate than their male counterparts. Furthermore, their representation among business master’s applicants is nearly at parity with men.
Conclusion: A Transformative Era for GME
As the landscape of graduate management education evolves, the notable shifts in application trends highlight the resilience and adaptability of business institutions. By embracing change and incorporating new technologies and sustainability practices, business schools are positioning themselves for sustained relevance in a competitive global market.
Frequently Asked Questions
1. What was the percentage increase in GME applications in 2025?
Graduate management education programmes globally recorded a 7% rise in applications in 2025.
2. Which regions experienced application growth?
Asia and continental Europe saw significant growth, with India reporting a 26% increase and East and Southeast Asia registering a 42% increase.
3. How have US and Canadian GME programmes fared?
US programmes experienced a marginal decline, while 84% of Canadian programmes and two-thirds of UK programmes reported fewer applications.
4. What factors are influencing application trends?
Tighter visa regimes, labor market uncertainties, and shifting candidate preferences are influencing application trends in traditional educational hubs.
5. How is sustainability integrated into business education?
Three out of four programmes now offer opportunities to study sustainability, reflecting industry demand and the importance of sustainability in education.
