Future Business School Candidates: Trends and Insights in an Uncertain Economy
Recalibrating Education in the Wake of Economic Disruption
New Delhi: As the business world navigates through tech layoffs and economic uncertainty, future business school candidates are rethinking their educational goals and preferences. The latest Prospective Students Survey 2025, conducted by the Graduate Management Admission Council (GMAC), highlights this shift in priorities.
Top Educational Priorities for Business School Candidates
Strategic thinking, problem-solving, and artificial intelligence have emerged as the top areas of interest among global prospective business school students. Nearly half of the respondents indicated they expect hands-on experience with AI tools that enhance decision-making capabilities, pointing to a critical alignment between the skills employers value and the aspirations of candidates.
Increasing Demand for AI Education
With 46% of candidates stating that AI is essential in their ideal graduate management education curriculum, interest in AI has surged significantly compared to previous years—up from 40% in 2023 and 29% in 2022. This trend reflects a growing recognition of AI’s importance in the business landscape.
“Employers have consistently informed us that they value hallmark skills like strategic thinking and problem-solving,” said Joy Jones, CEO of GMAC. “Once again, we found that prospective students are on the same page with their future employers.”
Generational Perspectives on AI Learning
Older candidates appear to prioritize AI education more than their younger counterparts. The survey revealed that 60% of Gen X, 50% of millennials, and 44% of Gen Z view AI as critical to their business education.
In terms of geographical interest, candidates from Brazil (69%), Pakistan (68%), and India (53%) showed the highest enthusiasm for learning about AI in business schools.
Integration of AI in Education
Approximately 65% of business school candidates seek integrated AI curriculum provide hands-on experience through simulations and practical applications. In contrast, training focused on tasks such as prompt-writing and personalizing learning paths garnered less interest, at 47% and 45% respectively.
Socio-Emotional Skills Gaining Importance
Skills like adaptability, teamwork, and emotional intelligence are increasingly being recognized as essential for business leaders in the post-pandemic world. This shift signals an evolution in leadership expectations.
Gender Differences in AI Interest
Interestingly, women exhibit more interest (+5%) than men in learning about AI’s societal implications, indicating a diverse range of engagement with this critical subject.
The Demand for Specialized Business Degrees
While the MBA remains the most sought-after qualification, there is a notable increase in demand for specialized business master’s degrees, particularly among pre-experience candidates and professionals over the age of 30.
“For seasoned professionals looking to pivot their career or college students considering a career in accounting or marketing, shorter specialized business programs might be the ideal educational path,” said Martin Boehm, executive vice president at Hult International Business School and a GMAC board director.
Diversifying Educational Pathways
As business schools expand their offerings—from master’s degrees in sustainability to fintech—students are seeking shorter, more tailored educational paths. An important finding from the report is that more than two-thirds of prospective students consider an employer’s ethical and sustainable practices as a key factor in their job acceptance decisions.
A Shift Back to Traditional Learning Formats
In a reversal of the pandemic-induced demand for hybrid and online programs, more candidates are now expressing a preference for in-person learning.
Cost and Job Market Concerns
Despite the increasing interest in graduate business education, cost remains the most significant barrier for 48% of potential students. As the labor market evolves, considerations around return on investment (ROI) are increasingly significant.
Impact of Recent Economic Turbulence
The current economic turbulence has also impacted career preferences; there has been a notable decline in interest in technology sectors post-MBA, likely due to recent layoffs in major tech firms. Consulting and financial services, however, continue to remain top industry choices.
Exploration of Study Destinations
Destination preferences remain relatively stable, with the US and Western Europe remaining top choices for international study. However, factors such as inflation and fluctuating currencies are prompting more candidates from Asia, West Asia, and Africa to consider local or regional schools.
Conclusion: Navigating Uncertainty
As the global economy becomes increasingly volatile, candidates are now seeking value, unique perspectives, and practical problem-solving experiences. This trend is evidenced by the growing interest in regions with young populations and dynamic markets, according to Catherine Duggan, director of the University of Cape Town Graduate School of Business and chair-elect of the GMAC Board.
The insights shared in this report stem from GMAC’s 2024 Prospective Students Survey, which gathered responses from 4,912 individuals across 147 countries. The sample included 45% female and 67% Gen Z participants, providing valuable perspectives on the motivations of the next wave of business school candidates.
Questions and Answers
1. What are the top skills prospective business school candidates want to learn?
Prospective candidates prioritize strategic thinking, problem-solving, and artificial intelligence as key areas of interest in their education.
2. How has interest in AI in business education changed over the years?
Interest in AI has significantly increased, with 46% of candidates in 2024 considering it essential, compared to 40% in 2023 and 29% in 2022.
3. Which generations show the most interest in AI education?
Older generations, particularly Gen X (60%) and millennials (50%), value AI education more than Gen Z (44%).
4. What barriers do prospective students face when considering graduate business education?
The primary barrier is cost, with 48% of candidates indicating it as a significant concern.
5. How are candidates’ preferences for learning formats changing?
There is a noticeable shift back to in-person learning, as opposed to the increased demand for hybrid and online programs during the pandemic.
