Engaging the Modern Graduate Business Student

Graduate business education has continued to accelerate in recent years, shaped by shifting student behavior and evolving market dynamics. The business field holds firm as one of the top eight largest fields, and interest in advanced degrees remains strong with 14% enrollment growth over 10 years.

Yet, the path forward is increasingly complex. While enrollments and conferrals are on the rise, yield has steadily declined, with fewer students admitted to business programs ultimately choosing to enroll. Schools face rising competition, a shrinking domestic prospect pool, and new challenges for international recruitment. To thrive, schools must prioritize effective lead generation practices, refine marketing strategies, and adapt to student expectations.