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What is it that attracts applicants to business school? What reservations do they have about going to graduate business school? What lifestyle issues drive their behavior?
Perhaps not surprisingly, the answers to these questions depend on the gender of the applicant. The better you understand gender differences, the more effectively you can construct compelling messages that will bring the right applicants your way.
GMAC® recently conducted a survey of people in various stages of pursuing a seat in business school who signed up on our mba.com website. The mba.com Registrants Survey told us a lot about the decision process prospective students go through on their way to the MBA. This information could be helpful as you think about focusing your recruiting messages as well as how you market your services and program offerings.
We found that women’s reasons for going to business school are both professional and personal. Their professional ambitions are coupled with a strong desire for personal accomplishment. They go to business school to—
- remain marketable
- gain a sense of personal satisfaction and achievement
Men's reasons for attending business school are more focused on gaining professional advantage. Men are more likely to say that they want a graduate business degree so they can—
- prepare to start their own business
- build upon a nonbusiness undergrad degree
- get valuable experience before reentering the job market or
- switch industries
But male or female, today’s aspiring business school student is a sophisticated consumer, and you should develop your communications accordingly.
When planning your communications—online, print, and face-to-face—make sure they reflect the different reasons men and women consider business school. For instance, rather than simply promote the career benefits of an MBA, you may wish to talk about how your school or program can help students reach new heights of career success and personal satisfaction.
Messages that portray both the professional and personal value of the MBA may help to get women thinking more seriously about applying to and enrolling in your program. An added bonus: Generational studies have shown that these types of messages, as well as messages that speak of the socially redeeming value of business careers, may inspire younger prospective students to consider an advanced degree in business.
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