What Business School Candidates are Thinking

In this episode, Zach sits down with friend and colleague Andrew Walker, Director of Industry Communications at GMAC, to unpack the latest insights from the 2025 Prospective Students Survey.

They dive into what 5,000 prospective business school candidates around the world are thinking about today — from the growing demand for hands-on AI experiences to the rising importance of human skills, like grit and adaptability. You’ll hear why more candidates are prioritizing ROI over program rankings, how financial planning is evolving, and why in-person programs are making a surprising comeback.

Whether you’re actively applying, just starting to explore your options, or simply curious about what’s shaping the future of graduate management education, this conversation offers data-backed insights and practical takeaways you won’t want to miss.

Takeaways:

• 46% of business school candidates prioritize AI experiences in their curriculum.
• Employers value human skills like emotional intelligence and adaptability alongside technical skills.
• Cost remains a significant barrier for candidates considering business school.
• Only 29% of candidates prioritize program rankings first when researching schools.
• Candidates are increasingly looking for direct information from school websites, not AI.
• The MBA remains the most preferred degree, but interest in business master's programs is growing.
• Candidates prefer full-time in-person programs over hybrid or online formats post-pandemic.
• Financial aid is becoming a more significant part of funding education for candidates.
• Candidates are considering a multi-dimensional approach to their return on investment from business school.

Chapters:

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