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August 2012

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Additional Resources

Prospective Student Views From Across the Globe: Vol. 4, Issue 4, US Metropolitan Statistical Area Data  Report is an interactive report available to schools that use the GMAT exam. Additional US state and regional data are available to the public in the GMAC North American Geographic Trend Report , detailing five-year GMAT test taking and score-sending trends for testing years 2007 to 2011. Other new interactive survey reports are available detailing data from residents in China and India, in addition to a report for seven European countries.


How US Metro Markets Vary for Student Recruitment

Potential graduate management students in the Washington, DC, area generally don’t expect their companies to help with tuition, and close to half are willing to travel for the right program. Those in the San Francisco-Silicon Valley metropolitan area aren’t any more likely to get employer sponsorship but still tend to want to stay in the Bay area. But in Minneapolis-St. Paul, most working professionals seeking a graduate business degree expect their company to help foot the bill and typically want a part-time MBA program in the area.

These city-level and other insights emerge from GMAC’s 2012 US Metropolitan Statistical Area Data Report, part of the Prospective Student Views Across the Globe series of interactive data reports available to schools that use the GMAT exam. Data for the series are based on GMAC’s mba.com Prospective Students Survey of more than 16,000 prospective business students who were surveyed in 2011, three months after registering on mba.com.

Overall, survey results show 86 percent of potential graduate management students living in the United States are considering MBA programs, with 44 percent considering part-time MBAs, 68 percent considering attending local programs, and 36 percent planning on getting some tuition sponsorship from their employer.

The city-level interactive report includes data on what potential students want, factors that influence them, and how they’re going about selecting a graduate management program. There are some key similarities for US residents: The vast majority are considering MBA programs; they want to improve their general business, leadership, and managerial skills; and they want to increase their job opportunities and salary potential. But the report also shows different US metropolitan areas have distinct profiles that may inform how schools recruit in these areas.

“GMAC researchers aim to help schools keep a pulse on their future applicants. This is one in a series of detailed reports we produce each year to help schools understand and engage prospective students’ mindset, behaviors, and aspirations,” said Gregg Schoenfeld, GMAC director of management education research. “Whether it is a matter of gathering information specific to one of these US metro areas, or city or regional data like Shanghai and Beijing, or West or North India for example, business schools have access to these free reports to use for a variety of tactical reasons, including lead generation strategies, as well as to enhance their media buying, develop campaigns, and refine messages.”

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