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M. Hazenbush, 10/31/2016
The white paper, Beyond Demographics: Connecting With the Core Motivations of Business School Candidates, presents a market segmentation analysis of the global graduate management education (GME) candidate population. This analysis is based on findings of a study that GMAC commissioned in 2016, which was designed to differentiate segments of GME candidates based on what motivates them to pursue GME and what motivates them to apply to a specific business school. The outcome of the study is seven well-defined mutually exclusive global candidate segments that business schools can use to customize their marketing activities and messaging in ways that best resonate with each segment.
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