The European MBA Survey was launched to better understand one of the most popular postgraduate courses in the world, from the point of view of the students that are either currently studying, have studied or are intending to study for an MBA.
With the amount of course and provider choice available to students and the increase of education policy beyond the control of institutional stakeholders, it is more important than ever before to truly know who your prospective MBA student is, what is important to them and what messaging will resonate.
The European MBA Survey has sought to analyse the perceptions, decision-making processes, motivations, barriers and influencing factors surrounding MBA study, revealing that prospective applicant behaviour is rapidly evolving. Are you ready?
Some international markets are stronger than others
The MBA remains a global qualification, but some international markets are stronger than others. Spain continues to cement its position as a major international provider of students. The EuMBA Survey suggests there is even more interest from Spain than in previous years. Although the interest is tentative, this could be used as an opportunity to prioritise your advertising and outreach activity in this region.
Marital status plays a part in conversion potential
The EuMBA Survey indicates that marital status plays a role in the typical MBA student profile. While numbers of married and single respondents enrolling in MBA study are high, enrolments are almost non-existent from those who are cohabiting with a partner. Have you thought about maximising your budget and efforts by excluding this particular group from your recruitment strategies?
Social media consumption is evolving
It’s interesting to note how the EuMBA Survey highlights a change in social media consumption among the students who are completing or have completed an MBA and those who are only just applying or considering study for an MBA.
Having a grasp on how your audience uses social media will allow you to shape your strategies and optimise your budgets – if YouTube is being used more and more by your target audience, be sure to include it as part of your marketing mix. Hoping to target an audience that hasn’t yet considered an MBA? LinkedIn ads might not be your best bet.
Want to hear more?
Understanding these influencing factors, barriers and consumer behaviours that all contribute to the decision-making process that prospective MBA students go through (and how this is changing over a short period), is of the utmost importance when crafting winning student recruitment marketing strategies.
The key findings and recommendations highlighted above are just a small handful of insights into the evolving consumer behaviour during the decision-making process of potential MBA applicants. We discussed more key takeaways in an exclusive preview of the report findings in our European MBA webinar. Watch the recording below: