The marketplace for graduate management education (GME) is dynamic with schools and countries competing for talent from the world’s growing number of quality business schools. As trends continue to evolve across the globe, the need to give GME a louder, cohesive voice becomes more pressing. GMAC’s mission is rooted in helping schools and candidates better connect, and we believe there is value in actively advocating on behalf of business schools while helping more candidates realize the benefits of GME.
Through our sustained advocacy programs, we commit to:
- Promoting the economic and social importance of GME to decision makers
- Generating awareness of the value of b-school to candidates, diverse industry sectors, and other stakeholders
- Reaching more candidates and prospective candidates earlier in their journey
- Fighting for policies that support schools and candidates
- Serving as a voice for business schools to amplify the industry’s message and share the positive narrative of GME
- Creating tools, resources, and programs that schools can leverage and vehicles for engaging with our advocacy efforts globally
The three areas of focus are:
Calling All Optimists
Calling All Optimists is a strategic marketing program designed to increase awareness of and preference for GME among prospective business school candidates. The program highlights the value of business master’s degrees and encourages more people to consider GME as a viable option for them. We are building on the learnings from the initial pilots and primary research to deliver sustained advertising and outreach in targeted countries. Leveraging multiple GMAC marketing tools and channels, this initiative is aimed at reaching more people earlier in their journey and helping nurture them through their personal career and ultimately, GME path.
Media storylines can greatly impact the perceived value of and sentiment around business education. Through a “Rapid Response” approach, GMAC will leverage its expertise and relationships to help tell the rich and varied story of GME globally and in key markets. We actively participate in the global narrative by monitoring relevant coverage, responding to stories that require a fact-based response and/or require more GMAC-data to tell a deeper story. We engage with key media partners directly and through our partners, proactively promoting the value of GME, providing consistent responses on behalf of the graduate management community.
Advocating on behalf of the industry and driven by the latest market intelligence and data trends, our initiatives are designed to elevate the value of and preference for business education. We actively share stakeholder insights, partner with organizations that demonstrate shared values and commitments, and work alongside seasoned stakeholders on legislation and policies that we believe we can impact. Our dedicated efforts are designed to generate awareness, articulate viewpoints, and impact relevant GME policy.
Engage with Us
Effective action is powered by collaboration. We encourage you to learn more about what we’re doing and contact us so we can explore how—together—we can accomplish our mutual goals, tapping into the wealth of knowledge and perspectives that business schools have on these issues. Complete the sign-up form so that we may contact you with resources, notifications, and ways to get involved.
You can also contact us at any time at firstname.lastname@example.org.
Advocating for B-School in an Evolving Landscape
Managing the narrative around graduate management education (GME) can sometimes feel like an uphill battle. It can be challenging enough to have candidates, media, and public policy makers questioning the value or highlighting the challenges faced by business schools and their programs. Then, add the global spotlight of the COVID-19 pandemic to the mix, that has only accentuated some of the challenges the industry faces. What tools do we have in our collective arsenal? Where can we focus our attention during an uncertain, evolving scenario?
2019 Chair’s Initiative
When we share our collective insights and stories, we raise the visibility of business education and demonstrate the value of MBA and business master’s degrees. By assembling and participating in coalitions with thought leaders, we can examine industry trends and offer our own insights into the evolving GME landscape. In 2019, GMAC published the report “Early Warning Signals: Winners and Losers in the Global Race for Talent” to highlight market insights and industry perspectives on the impact of policies, legislation, and environments in which the free flow of talent is restricted. Further, 50 deans and 13 CEOs issued an open letter in the Wall Street Journal in October 2019 calling for policy change.