Global and Canadian Trends in Graduate Management Education

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1 Global and Canadian Trends in Graduate Management Education Alex Chisholm Senior Director, Research Graduate Management Admission Council

2 B-School Insight from GMAC 748 employers 47 countries 12k prospective students Recruiters Prospects 3k grads 111 universities 20 countries Grads/Alumni Applications GMASS and GMAT Examinees 400k candidates 190k GMAT examinees 20k alumni 650 programs 306 universities

3 Canada Specifics 0 vs vs. 36.5

4 Canada Specifics Canadian Residents 8k GMAT exams, 6k unique examinees 17k score reports sent 802 mba.com prospective student survey respondents Student Interest in Canada 25k GMAT score reports sent to Canadian business schools 8.5k domestic prospects 16.5k international prospects Canadian Schools 20+ schools participate in our survey research, including Application Trends, Graduates/Alumni, and/or Corporate Recruiters

5 Thank You gmac.com/surveysignup

6 Today s Topics I. B-School Demand and Mobility Trends Application Trends and TY2015 GMAT data II. Student Segments Specialized Master s Candidates Women Millennials III. Topical Trends Debt Digital Disruption Differentiation

7 The Global GME Market Today Big Global Diverse The MBA field today has a decidedly non-academic air of marketing and product experimentation, with universities: battling to woo students with shorter degrees novel programs alluring opportunities for foreign travel and new high-tech buildings. Canada s MBA problem April 2015

8 B-SCHOOL DEMAND & MOBILITY TRENDS

9 Application Trends % of Global Programs Reporting Growth 100% 75% 50% 25% 0% 100% 75% Full-Time MBAs FT MBA 2-Year FT MBA 1-Year Professional MBAs PT MBA EMBA Online MBA (US Only) 50%/50% split in Canada for FT MBA programs in % 75% 50% 25% Specialized Masters MiM MAcct MFin 50% 25% 0% % Source: GMAC Application Trends Survey Reports through 2015.

10 GMAT Trends in Canada 6,000 5,000 4,000 3,000 2,000 1,000 0 Unique GMAT Examinees in Canada Canadian Citizens International Candidates Unique Examinees Residing in Canada TY2007 5,971 TY2011 7,052 TY2015 6,085 Province TY 2015 % of country CAGR since 11 Ontario 3,461 57% -3% Quebec % -2% British Columbia % -8% Alberta % -2% Nova Scotia 148 2% -3%

11 Nearly 190k individuals take the GMAT 186,868 Unique Examinees in TY ,432 Total Exams Canada 6,085 Examinees -4% Compound Annual Growth Rate Since 11 Now stabilizing United States 87,437 (-8%) Mexico & Latin America 4,660 (+3%) Europe 19,834 (-1%) Specialized master s, MBA Middle East & Africa 8,003 (-5%) Asia-Pacific 60,849 (+4%) Led by India (MBA/PGD demand) & China (specialized masters) Many smaller, emerging markets growing Source: GMAT Examinees by Region of Residence

12 Emerging Student Pipelines 26 Countries at 9-Year GMAT Testing Highs in TY 2015 Source: Unique GMAT examinees by country of residence where examinees is 50 or greater in TY2015. Ignores TY2012 due to IR spike.

13 Canada as leading talent destination 5. India 8k individuals 18k scores Top 5 GMAT Score-Sending Destinations, TY Canada 9k individuals 25k scores Top Talent Sources Canada: 32% India: 25% China: 19% Nigeria: 3% Pakistan: 2% United States: 2% Iran: 1% Bangladesh: 1% Brazil: 1% Mexico: 1% 3. France 12k individuals 20k scores 2. United Kingdom 14k individuals 25k scores I could easily enroll 300 students if I was willing to have half of my class be from China or India. - Dean of Canadian School Canada s MBA Problem 1. United States 107k individuals 438k scores Top Talent Sources United States: 55% China: 14% India: 13% Canada: 1% Taiwan: 1% Korea, South: 1% Saudi Arabia: 1% Brazil: 1% Mexico: 1% Vietnam: 1%

14 Study Destination Criteria Study Destination Criteria by Preferred Destination Europe Asia Canada United States 1 Reputation of the educational system: 72% Reputation of the educational system: 63% Reputation of the educational system: 68% Reputation of the educational system: 68% 2 Improved chances of having an international career: 56% Better preparation for career: 44% Improved chances of having an international career: 43% Better preparation for career: 48% 3 To develop an international network of peers: 47% Affordability of education/tuition fees: 42% Attractiveness of location: 43% Attractiveness of location: 44% 4 Better preparation for career: 47% Improved chances of having an international career: 38% Better preparation for career: 43% Improved chances of having an international career: 34% 5 Attractiveness of location: 46% Availability of financial aid: 36% Affordability of education/tuition fees: 37% To develop an international network of peers: 31%

15 Why Canada? Study Destination Criteria for Those Preferring Canada Canadian Candidates 1. Reputation of the educational system: 62% 2. Attractiveness of location: 48% 3. To be near relatives/family living in the country: 44% 4. Affordability of education/tuition fees: 40% 5. Better preparation for career: 32% 6. Improved access to jobs in my home country: 29% International Candidates 1. Reputation of the educational system: 71% 2. Improved chances of having an international career: 62% 3. Better preparation for career: 50% 4. To develop an international network of peers: 47% 5. Attractiveness of location: 40% 6. Ease of obtaining a work permits: 40% Only 18% of international candidates who prefer US as study destination say ease of obtaining a work permits is a key criteria

16 GME Enrollments up in Canada 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Graduate business, management, and public administration enrollments in Canada, 2 nd Cycle Canadian Citizens International Students Total Enrollments: 35k annual GME enrollments, up from 22k in 2001 Market Share: 23% of masters enrollments are GME students flat from 00 Women: 51% of GME enrollments are women, up from 45% in 00 Part-time: Roughly half of GME enrollments are part-time (stable) Internationals: 16% of GME enrollments are international students, ranges from 12 to 17% since 00

17 The Domestic Pipeline Will Decrease 150, ,000 50, , , , , , ,000 Cumulative Change in Canada s Student Age Population from year olds year olds -132, , The student age population in Canada is expected to decline from 4.7m to 4.3m from 2015 to Its two leading international pipelines are heading in opposite directions: India: 213m to 231m (+17m, +8%) China: 228m to 162m (-67m, -29%)

18 CANDIDATE SEGMENTS Specialized Master s Candidates Women Millennials

19 Specialized Master s Candidates Demand for non-mba masters degrees has grown % of GMAT scores sent to specialized master s degrees by region of residence Specialized Master s Spotlight on Canada 56% TY % TY % Europe Asia-Pacific United States 17% Canada 17% Percent of scores sent by Canadian residents, up from 10% in 07 21% Percent of scores received by Canadian schools, up from 10% in 07

20 Specialized Master s Candidates The Distinct Specialized Masters Pipeline Q: Are specialized master s programs cannibalizing the MBA pipeline? A: Not today, what about tomorrow? Specialized Master s Candidates Characteristics of Global GMAT Score-Senders MBA Candidates 60% % Younger than 24 25% 47% % No Work Experience 16% 49% % Women 38% 67% % Business Undergrad 44% GMAT Score-Senders to Canada 61% % Younger than 24 20% 49% % No Work Experience 10% 56% % Women 35% 62% % Business Undergrad 37%

21 Specialized Master s Candidates Stepping Stones or Substitutes? AND MBA Tomorrow Specialized Masters Today OR MBA Tomorrow AND Something Else Tomorrow

22 Specialized Master s Candidates What Today s Graduates Say How likely are you to consider an MBA now that you ve earned a specialized masters? Likely Uncertain Unlikely 15% 41% 44% 40% 33% 32% 27% 36% 32% Accounting Masters Finance Masters Management Masters Graduate Degree Earned Source. GMAC Graduate Management Education Graduates Survey (GMEGS) 2014 and 2015 results. 7 point scale with likely/unlikely computed by top2box.

23 Women Larger presence in specialized masters group 46.6% 39.5% 37.8% Women as % of GMAT Examinees Specialized Masters Score-Senders All Examinees MBA Score- Senders 49.2% 43.0% 37.6% % Women by Region of Residence Region of MBA Specialized Residence Masters E/SE Asia 53% 68% Africa 41% 46% Middle East 39% 39% Eastern Europe 38% 50% United States 38% 45% Canada 38% 47% Western Europe 33% 39% Australia-Pacific 31% 35% LATAM 28% 37% C/A Asia 27% 33% TY2007 TY2008 TY2009 TY2010 TY2011 TY2012 TY2013 TY2014 TY2015 Source: GMAT testing data. TY2007-TY2015

24 Women On-campus presence is slowly growing Financial Times Ranked FT MBA Programs: % Women Students Faculty 30% 19% 28% 21% 16% 30% 24% 18% 32% 26% 22% 6 Canadian Schools in 2015 Board 12% Students: 33% (29% to 42%) Board: 28% (13% to 50%) Faculty: 27% (23% to 33%) Key Question: How do we leverage high female participation at the undergraduate business level and ensure that GME is equally as welcoming? Source: Financial Times FT MBA Ranking Data

25 Millennials Popular opinion Volunteer work Community Politics & public life Non-profit employment

26 Millennials How about our millennials? Rank out of 14 psychographic items: Millennials Region of Residence Community Volunteer Work Politics & Public Life Financial Security Career & Work Africa 6 th 12 th 14 th Canada 11 th 12 th 13 th Central & South Asia 11 th 10 th 13 th East & Southeast Asia 9 th 12 th 13 th Eastern Europe 10 th 13 th 12 th LATAM 11 th 12 th 13 th Middle East 10 th 12 th 13 th United States 9 th 12 th 13 th Western Europe 11 th 13 th 12 th 2 nd 1 st 2 nd 4 th 2 nd 2 nd 2 nd 1 st 3 rd 1 st 2 nd 1 st 1 st 1 st 1 st 1 st 2 nd 1 st Source: mba.com Prospective Students Survey

27 Millennials Generational divides? 100% 80% 60% 40% 20% 0% Psychographic Items Asked - Percent Selecting Important (%) Millennials Gen X and Boomer +7% -5% +13% +3% +8% +10% -5% Very Important Less Important Source: mba.com Prospective Students Survey

28 Millennials Intended post-gme industry Top Five Intended Industries Millennials Consulting services: 19% Investment banking: 19% Management consulting: 19% Banking: 18% Finance & insurance: 14% #16 Government 7% #20 Non-Profit 6% Gen X and Boomers Consulting services: 14% Management consulting: 13% IT or services: 10% Education/Ed services: 10% Banking: 9% #7 Government 8% #9 Non-Profit 7% Key Questions Where do business school prospects fit in the Millennial hype? Are we missing out on a more typical segment of the younger population or does that really exist? Source: mba.com Prospective Students Survey

29 Trudy World Vision MBA 13 My MBA helped me engage with senior management through deeper understand of strategy and financial management understand of how social-politicaleconomic realities/challenges across various regions impact my work in the humanitarian industry worldvision.com/donate

30 TOPICAL TRENDS Debt Digital Disruption Differentiation

31 MBA Sticker Shock Nearly 60% of recent GME graduates have debt. 2-Year FT MBA programs grads had greatest average debt levels: US$50k EMBA: $41k FT MBA 1-Year: $40k Other GME Masters: $37k Region of Residence % with Debt Median Amount (US$) Global 59% $45k Central & South Asia 67% $30k United States 65% $50k Europe 41% $46k East Asia & Pacific 38% $34k Student debt increasing by $1 million per day [in Canada]. Canadian Federation of Students Canadian students are seeing their financial obligations grow faster than income. Huffington Post 2014 Debt Consequences Double-debt calculations Less likely to start a business* Less likely to be thriving * Source: GMAC 2013 Graduate Management Education Graduates Survey. * Gallup survey 2014

32 Tuition Capitulation Tuition Cutting Fully Fund Everyone Partner at a Discount

33 Old: Knowledge Creation & Knowledge Hoarding

34 New: Knowledge Dispersion

35 Digital Disruption What Prospects Think of MOOCs Roughly 50% of global prospective students know what MOOCs are. I d characterize a MOOC as Asia- Pacific Central Asia Canada Europe United States A way to explore a personal interest 56% 58% 66% 60% 63% A method to gauge my interest in a topic area 47% 48% 45% 48% 48% A professional development tool 30% 46% 49% 37% 47% Preparation for a GME program 38% 31% 23% 25% 27% Alternative to GME 24% 9% 11% 14% 12% Source: mba.com Prospective Student Survey. Preliminary data from respondents in 2014.

36 Differentiate on % considering online MBA programs by region of residence Delivery United States 21% What role will technology play? Desired online component (%) by preferred degree type Online MBA: 89% EMBA: 28% Finance: 24% Acct: 23% MiM: 21% FT 1-Year MBA: 20% FT 2-Year MBA: 16% Canada 16% LATAM 8% Western Europe 6% Asia 4% Source: 2015 mba.com Prospective Student Survey

37 Differentiate on Content North America is a saturated market for MBA programs, and most now have to start targeting niche markets with specialized courses. Data Analytics 8% of global GME prospects consider Masters in Data Analytics programs, 6% in Canada Dean of Canadian B-School Canada s MBA problem April 2015 Source: GMAC 2015 mba.com Prospective Student Survey and 2015 Corporate Recruiters Survey.

38 Data Analytics Opening the Black Box Big data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it. - Professor Dan Ariely, Duke University Data Profit/Success Big data Predictive analytics Segmentation Etc Key Question: How can business schools educate talent to help organizations actually implement big data solutions?

39 Entrepreneurship Nearly 3 in 10 prospects are considering Segmenting by career goals Career Enhancers Career Switchers Aspiring Entrepreneurs 34% 38% 28% Percentage of global respondents Source: GMAC 2015 mba.com Prospective Students Survey

40 Entrepreneurship More prospects worldwide are interested Interest in Post-Degree Entrepreneurship by Region of Residence % 44% 43% 42% 40% 30% 20% 28% 27% 23% 21% 10% 0% Latin America Central Asia Middle East/Africa Europe Asia/PI Canada United States Source: mba.com Prospective Students Survey

41 Entrepreneurship Many are interested, fewer act 5% of 2015 graduates pursuing entrepreneurial careers Why? 1. Passion for what they do: 90% 2. Autonomy: 86% 3. Revenue Potential: 81% 4. Flexibility: 79% 5. Control: 78% Importance of GME in helping 2015 Lead my company 82% Grow my business 81% Develop an idea 77% Develop financial projections 75% Conduct market research 74% Write business plan 70% Contact with potential customers 68% Write marketing plan 68% Secure financial resources 67% Create human resource plan 61% Key Question: How can we position business school as a developer of entrepreneurs and not a delay of entrepreneurship? Source: GMAC Graduate Management Education Graduates Survey 2015

42 Entrepreneurship Where does business school fit in? "If you're an entrepreneur and have passion, the hell with more education! - Jack Welch Most MBAs do not have any startup experience, & founders won t be impressed if you won your business plan competition during school.

43 How Does GME Stay Relevant? With more than 40 universities offering MBA degrees in Canada plus hundreds more in the United States there are growing questions about whether MBA schools can guarantee high job placement rates to lure students into paying as much as $95,000 for an education, and whether they can maintain their lustre in the eyes of the business community. Canada s MBA Problem

44 The Value of GME Remains High % of GME alumni reporting value as good, excellent, or outstanding 97% 96% 95% 95% 95% 94% 92% 84% FT MBA 2- Year MiM EMBA Online MBA MAcct FT MBA 1- Year PT MBA MFin % of 2015 GME graduates reporting value as good, excellent, or outstanding 93% 92% 91% 90% 90% 90% 86% 84% 74% Faculty Curriculum Program reputation Admissions Program structure Fellow students Program management Student services Career services Source: GMAC 2015 Alumni Perspectives Survey. GMAC Graduate Management Education Graduates Survey Graduate Management Admission Council (GMAC )

45 The Post-GME Value Chain Individuals Companies Society Personal Professional Financial Competitiveness Profitability Staying power Economic growth Development Improved standard of living 2015 Graduate Management Admission Council (GMAC )

46 THANK YOU Alex Chisholm gmac.com/research

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