GMAC Prospective Students Survey – 2024 Summary Report

March 2024


2024 Prospective Students Survey Research CoverThe GMAC Prospective Students Survey 2024 Report continues to explore trends in the candidate pipeline, program preferences, mobility considerations, and career goals. It focuses on new questions added to this year’s survey about candidate demand for equity and inclusion, sustainability, and health and well-being in their academic experiences. The report also considers surging interest in artificial intelligence (AI); evolutions in candidate expectations for flexibility; motivations behind candidate mobility from key markets; trends in certifications and micro-credentials; and the ongoing patterns in candidate career preparation and upskilling.


Quick Facts

  • What’s New in 2024: Nearly three quarters of prospective students say equity and inclusion, sustainability, and health and well-being are important or very important to their academic experience.
  • Business & STEM: Candidate demand for AI grew 38% year-over-year, with two-fifths now saying it is essential to their curricula.  
  • Demand for Flexibility: Preference for hybrid learning increased globally over the past five years (with the exception of Central and South Asia), with most of these candidates expressing a desire to spend at least half the time in the classroom.
  • Candidate Mobility: Indian candidates are showing more interest in studying closer to home, while affordability and safety considerations are leading to declining interest among Chinese students to study in the United States. 
  • Program Preferences & Alternatives: The two-year MBA recaptured the top preferred degree spot from the one-year MBA, and the Master of Management resurged in popularity.
  • Career & Skills: Strategy and business analytics are the most desired curricular components among candidates and problem-solving and data analysis and interpretation are the top skills they expect to learn from GME.