Business school aspirants keen on in-country options, focused on cost factor: Survey

MUMBAI: Business school aspirants in 2025 say that hands-on AI training-particularly in strategy and decision-making-must be a critical part of their ideal curriculum. They place a premium on learning how to think strategically and solve real-world problems, according to the latest annual survey by the Graduate Management Admission Council (GMAC).
According to the survey results, an MBA remains the preferred degree for more than half of global candidates, maintaining strength in its traditional strongholds like India, Canada, and Latin America. Indian candidates continue to show greater desire to study within the region. Less expensive in-country options have become more desirable, especially as studying in foreign countries looks challenging due to restrictive visa policies and strained ties.
"As the global economy becomes increasingly uncertain, we're seeing candidates from around the world seeking out value for money, unique perspectives, and hands-on experience with complex problems they can gain by studying in regions with young populations and fast-growing, dynamic markets," said Catherine Duggan, Director of the University of Cape Town Graduate School of Business and Chair-Elect of the GMAC Board.
Meanwhile, the appeal of specialised business master's degrees is growing sharply. A significant increase has been recorded in the share of candidates-particularly pre-experience students and professionals over 30-who prefer shorter, more focused programmes.
Martin Boehm, Executive Vice President and Global Dean at Hult International Business School and a GMAC board director, attributed this trend to a shift in career strategies: "For the more seasoned professionals seeking to pivot their career or college students contemplating becoming an accountant or marketeer, a relatively shorter and specialised business programme could be an ideal educational path."
Another reversal of recent trends is underway in how candidates want business education imparted. Demand is once again shifting back from hybrid to in-person programmes. Physical campuses, face-to-face learning, and immersive environments appear to be making a strong comeback in a post-pandemic world.
Cost remains a key concern. Whether based in Mumbai or Munich, today's candidates are scrutinising return on investment (ROI) of their graduate business education more than ever before. Rising tuition fees and economic uncertainty are pushing prospective students to weigh the opportunity cost of stepping away from work. The survey noted a marked rise in candidates ranking ROI among their top priorities when selecting a programme. This climate of caution is also reflected in career ambitions. Consulting, financial services, and tech continue to be top sectors of interest, but tech industry has seen a dip in appeal.