June edition: 3 useful findings about MBA candidates

Throughout the years, we have created a multitude of MBA Study Choice Advisors for different business schools. This has provided us with plenty of insights into this particular segment, including information on their incentives and preferences when it comes to choosing an MBA degree.?

That’s why, in this edition, we delve into how MBA candidates have answered certain questions regarding their motivations and ambitions for choosing an MBA.?

Here are our top 3 findings:

1. MBA candidates are go-getters who know what they want

This is very much illustrated in their responses to leadership questions. Very few candidates answer “I’m not sure” when asked how they would like to develop their leadership skills. Instead, they appear to have set ambitions here, indicating that most MBA prospects are investing in a very specific career trajectory.

They’re also high achievers who want to have an impact, as can be seen in how they envision their future in the workplace:

Moreover, their interest in having an impact and driving change can also be seen in this type of question, in which they elucidate on what type of practical application they hope to attain within their field of interest. In this example, the field of interest was data analytics.?

2. Out of the trending subject areas, data comes out top ahead of sustainability and entrepreneurship

We see a great interest in each of these three fields. However, when compared, their especial interest in data is highlighted in this question:

3. Different geographical locations appeal to audiences with different motivations

When asked what motivates prospective MBA students, their answers differed depending on the location of the business school.?

The main goal of students looking at business schools located in continental Europe is to advance their careers and assume more responsibility and leadership in their roles.?

In contrast, prospects eyeing up Scandinavian business schools are more interested in starting their own business. The Scandinavian region is known for its focus on innovation and entrepreneurship, which could be a driving force behind these results.

?? This month tip! Check out other schools' MBA ads on LinkedIn

LinkedIn is one of the most commonly used channels for marketing to MBA candidates. But did you know that you can see what adverts your competitors are running? It’s actually very simple – just follow these 4 easy steps:?

1. Go to LinkedIn’s ad library here: https://www.dhirubhai.net/ad-library
2. Enter your competitor’s name, or use a keyword like “MBA programme”?
3. Click “Search”?
4. Voila! Now you can see all of their adverts!?