2025 Business School Admissions: 7 Global Trends from GMAC

Many GMAT test-takers may not realize that besides the familiar mba.com, the official GMAT organization (GMAC) offers another treasure trove of information: gmac.com. Here, you can find the latest reports regularly published by their research and insights department, which can help you grasp the overall landscape of global business school admissions.

For instance, the “2025 Prospective Students Survey”, released in late April this year, is highly recommended for all prospective applicants. Below is a summary of the key points compiled by Dustin for you.

7 Key Trends Among Global Business School Applicants

Trend 1: Greater Emphasis on ROI and Career, Not School Rankings

Forget chasing rankings; applicants are laser-focused on what really matters: return on investment and career outcomes. There’s been a significant shift in what applicants consider when researching schools; they’re becoming more pragmatic:

• The percentage of applicants prioritizing Return on Investment (ROI) ticked up from 38% to 42%.
• Similarly, those focused on career development increased from 37% to 39%.
• Conversely, the emphasis on program rankings dropped noticeably from 37% to 29%.
• Program cost also saw a slight dip in importance, falling from 34% to 29%.

Key Decision Factors: When it comes down to it, applicants rank the most important factors like this: 1. Quality/Reputation, 2. Career Development, 3. Financial Factors.

Trend 2: AI Skills Are Now a “Must-Have” in Curricula

AI isn’t just a buzzword anymore; it’s a core skill applicants expect. Their demand for AI integration in business programs is climbing steadily:

• A significant 46% of candidates now see AI as a necessary component of their ideal program, up from 40% last year and 29% in 2022.
• Most applicants (65%) are keen to gain hands-on AI experience through simulations and real-world applications.
• Following closely are those interested in learning how AI shapes business strategy (63%) and its role in decision-making (60%).

Trend 3: Soft Skills Reign, But There’s a Gap in Employer Expectations

While applicants believe they’re honing essential soft skills, employers see a disconnect. There’s a divergence between what applicants value most in terms of key skills and what future employers prioritize, revealing areas where you can focus your development:

• Skills Candidates Prioritize: Problem-solving (59%), Communication (57%), and Strategic thinking (55%) top the list for applicants.
• Skills Employers Value More (and where candidates fall short):
  • Interpersonal/Teamwork skills: Employers want 50%, but only 40% of candidates focus here.
  • Adaptability: Employers value it at 47%, while candidates rate it 43%.
  • Initiative: A big gap here, with employers wanting 45% and candidates only 26%.
  • Emotional intelligence: Employers seek 42%, but candidates only focus on 33%.
  • Mentorship: Employers value it at 39%, while candidates only consider it 22%.

Trend 4: MBA Interest Slightly Dips, Business Master’s Rise, and In-Person Programs Return

The MBA landscape is shifting. While overall MBA interest is down a bit, specialized Master’s programs are gaining traction, and students are heading back to campus. Market preferences are diversifying, and post-pandemic learning models are returning to tradition:

• Preference for MBAs (all formats) dipped to 52%, down from 63% in 2023.
• However, interest in Business Master’s degrees climbed to 39%, up from 31% last year.
• The desire for full-time, in-person programs has bounced back strongly, hitting 74% (up from 68% in 2023).
• Conversely, hybrid and flexible program preferences have significantly decreased.

Trend 5: Tuition Remains the Biggest Hurdle, Scholarship Expectations Rise

Let’s face it, finances are a major practical consideration. The cost of business school remains a significant barrier, and applicants are looking for more financial support.

• 48% of candidates identify program cost as one of the top three obstacles to pursuing a business education.
• 26% point to a lack of financial aid as a major hurdle.
• On average, applicants expect financial aid like scholarships and grants to cover 30% of tuition, an increase from 25% in 2019.

Trend 6: Consulting, Finance, and Tech Remain the Top Three Industries

For many, the ultimate goal of business school is career growth, and certain industries continue to dominate aspirations.

• 40% of candidates are primarily seeking salary increases or advancement.
• The most sought-after industries are still Consulting (43%), Financial Services (37%), and Technology (32%).
• Interestingly, interest in the tech industry saw a slight dip this year, moving from 35% to 32%.

Trend 7: School Websites and LinkedIn Are Primary Information Sources

Knowing where to look for information can streamline your research process.

• 52% of candidates rely on school official websites as their main source of information.
• Family and friends (35%) and social media (30%) follow closely.
• Globally, LinkedIn is the dominant social platform, used by 58% of Millennials and 60% of Gen Z for professional networking and research.

Focus on Asia: Unique Aspects of East and Southeast Asia

Examining trends in East and Southeast Asia reveals some distinct patterns within the broader global picture. The report also analyzes different regions. Here are the data points relevant to applicants from Taiwan and surrounding areas:

• Shift in Research Focus: Applicants in this region are also moving away from rankings, with only 33% listing them as a top priority, down from 42% last year. This aligns with the global trend.
• Degree Preferences: Compared to the global average, there’s a higher interest in Master of Finance programs, attracting 19% of applicants in this region.
• Study Destinations: The U.S. and Western Europe continue to be top choices. While the report notes increased consideration of local options among applicants from India and mainland China, specific data on broader shifts in study destination preferences for East and Southeast Asia wasn’t detailed.

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