2026 Prospective Students Survey - Deans Summary

Overview

This Deans Summary highlights the key themes and insights of the GMAC Prospective Students Survey 2026 Report, which continues to explore trends in the candidate pipeline, program preferences, mobility considerations, and career goals.

Quick Facts

• Motivations and barriers: Compared to pre-pandemic levels, candidates are more likely to take action toward pursuing GME due to social influences and because they lack skills to apply for a specific job.
• Study destinations: Over the course of 2025, non-U.S. citizens were increasingly deterred from pursuing GME in the United States due to the policies and practices of the current U.S. government.
• Preferred degrees and modalities: In 2025 there was a 12-point gender gap in global candidates’ preference to study full-time and in person—the largest since at least 2019.
• Skills and careers: Employers and candidates continue to agree that strategic thinking and problem-solving are the top skills to develop in business school. Compared to candidates, employers place more emphasis on human skills like initiative, coachability, and emotional intelligence.
• Application and financing plans: Full-time MBA candidates report the lowest price sensitivity about tuition and fees compared to candidates seeking other graduate business degrees, with women, U.S. underrepresented, and first-generation candidates typically more cost-conscious than their counterparts.