MBA Prospects Survey 2013 Findings. June 10, 2013

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1 MBA Prospects Survey 2013 Findings June 10, 2013

2 Table of Contents Background 2 Prospect profile in brief 4 Information sources in the business school search 8 The application process 12 MBA-program decision factors and expectations 19 Discussion questions 26 Appendices Prospect profile 28 Full distribution of application-process time estimates 36 Recommendation-letter findings Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 1

3 Background Why did we conduct this research? Provide a profile of prospective MBA students Better understand the sources of information prospects use in determining where to apply Gain insight into prospects experience of the admissions process and particularly their experiences with admissions consultants services Examine the priorities and motivations that influence prospects decisions Track all of the above over time How was it done? Online survey of prospective MBA students conducted April-May 2013 Sponsored by AIGAC Included involvement of many companies and individual consultants 377 respondents (compared to 1,451 respondents in 2011; 1,962 in 2010; and 752 in 2009) There were fewer responses this year because the survey was fielded later in the application season than in prior years, but key characteristics of the respondent pool remain the same, as can be seen in the Prospect profile appendix and Prospect profile in brief 2013 Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 2

4 Prospect profile in brief

5 Prospect profile: Half of respondents scored 700 or higher on the GMAT 50% What was your highest score on the GMAT exam within the past 5 years? 40% 30% 20% 10% 0% Under % 12% 27% 39% 11% % 15% 26% 34% 12% % 14% 22% 34% 14% % 11% 22% 40% 19% 2013 n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 4

6 Prospect profile: Respondents most commonly applied to HBS, Wharton, MIT, and Kellogg Which graduate business schools have you applied to this year? At which graduate business schools were you accepted? SCHOOL Applied Accepted Harvard (HBS) 25% 13% Univ. of Pennsylvania (Wharton) 22% 14% MIT (Sloan) 21% 10% Northwestern (Kellogg) 21% 9% Stanford (GSB) 18% 4% Columbia (CBS) 17% 7% Univ. of Chicago (Booth) 17% 12% Duke (Fuqua) 16% 12% Dartmouth (Tuck) 16% 12% UC Berkeley (Haas) 13% 8% SCHOOL (cont.) Applied Accepted New York University (Stern) 12% 4% Univ. of Virginia (Darden) 10% 10% Univ. of Michigan (Ross) 9% 7% UCLA (Anderson) 8% 4% Cornell (Johnson) 6% 4% Univ. of Texas - Austin (McCombs) 6% 5% London Business School 5% 5% INSEAD 5% 4% ISB 5% 2% Carnegie Mellon (Tepper) 5% 2% 2013 n (applied)= n (accepted)= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 5

7 Prospect profile: More than half of respondents worked with an admissions consultant Did not use admissions consultant, 43% Used admissions consultant, 57% Respondents Residence 55% international Age (means) 28 years old Gender 72% male Work experience (means) 5.6 years Income (means) $72,000 40% 30% Admissions consultant use (Source of information used in MBA search) 30% 22% 20% 18% 10% 2013 AIGAC n= Top prospects n= Top FT prospects n=1376 0% "One-on-one interactions with admissions consultants" AIGAC survey "Admissions consultants" survey of top business school prospects "Admissions consultants" survey of top business school FT prospects 2013 Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 6

8 Information sources

9 Information sources: Consultants are a valued source of information for many, and those who work with them are more likely to engage with current students and alumni Among the following sources of information that do not come directly from the schools, which did you use regularly in your MBA search? Rankings/news articles MBA resource websites or blogs Current students of schools I am considering Alumni of schools I am considering Family or friends One-on-ones with admissions consultants* 30% 37% 41% 44% 44% 61% 60% 69% 72% 68% 74% Admissions consulting websites or blogs Admissions consulting school guides/materials Factors in green were significantly different for those who reported on the survey that they had used an admissions consultant compared to those who had not. Work colleagues Social networking Professor/advisor 4% 9% 16% 19% 40% 31% 38% 30% 27% 27% Used admissions consultant Did not use admissions consultant 0% 25% 50% 75% 100% *Note that some respondents who reported that they had not used an admissions consultant nevertheless reported that they had n=355 used them as an information source; those inconsistent responses are excluded here Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 8

10 Information sources: Prospects most commonly consult BusinessWeek and Financial Times rankings Which business school rankings did you refer to when researching and learning about business school programs? 100% 75% 50% 25% 0% Business Week Financial Times US News & World Report Poets and Quants The Economist Forbes Wall Street Journal None of the above % 61% 54% 41% 40% 31% 22% 2% % 58% 46% - 40% 25% 24% 5% 2013 n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 9

11 Information sources: Prospects are increasingly likely to follow schools on Twitter and to watch videos as part of their search How did you or do you use social media in your MBA search? Read info on experts' blogs Read info on peers' blogs 67% 68% 61% 61% 65% 75% Videos 36% 44% 51% Follow school on social network site 31% 31% 26% Follow school's Twitter feed 16% 27% 23% Share info on blogs 26% 24% 32% Podcasts 20% 25% 24% 2013 n=254 0% 25% 50% 75% 100% 2013 Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 10

12 The application process

13 Application process: Prospects perceived that Fuqua, Tuck, and Booth s admissions offices got to know them best 4.0 How well did each of the schools get to know you through the admissions process? Means (weighted to equalize admissions rates) on a scale from 1 Not at all to 4 Extremely well Duke (Fuqua) Dartmouth (Tuck) UChicago (Booth) Stanford (GSB) UC BerkeleyNorthwestern (Haas) (Kellogg) Wharton HBS MIT (Sloan) Columbia n=34-69 Note: To correct for the distortion of prospects giving lower marks to schools that rejected them, responses were weighted to make the acceptance rate at each school the same: 38%, which was the mean acceptance rate across these schools among those who answered the question on where they were accepted and how well the schools got to know them Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 12

14 Application process: On average, prospects spend most time on GMAT, essay, and interview prep and on selecting schools How much time did you spend on each of the following aspects of the application process? Mean time ranges () GMAT counseling and/or preparation Assistance with essays Selecting school(s) to apply to Interview preparation Admissions strategies 6-10 Resume evaluation Evaluation of candidacy prospects Career counseling 6-10 Strategies for soliciting letters of recommendation 6-10 Financial aid planning 1-5 Waitlist assistance n= Note: The full distribution of responses to this question is shown in the Application process appendix Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 13

15 Application process: Consultants are most commonly engaged for help with essays, resume evaluation, and interview prep How much time did you spend on each of the following aspects of the application process? Mean time ranges () Which of the following admissions consultant services did you use? GMAT counseling and/or preparation Assistance with essays 78% Assistance with essays Resume evaluation 60% Selecting school(s) to apply to Interview preparation 58% Interview preparation Admissions strategies Admissions strategies Selecting school(s) to apply to Evaluation of candidacy prospects 34% 33% 55% Resume evaluation Evaluation of candidacy prospects Strategies for soliciting letters of recommendation GMAT counseling and/or preparation 29% 23% Career counseling Strategies for soliciting letters of recommendation Career counseling Waitlist assistance 17% 13% Financial aid planning 1-5 Financial aid planning 3% Waitlist assistance 1-5 Other 2% % 25% 50% 75% 100% n= ; n (services used) = Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 14

16 Application process: Assistance with essays is by far the most valued service; GMAT and career counseling also rank high Which of the following admissions consultant services did you use? Which of the following services did you find most valuable? (Please select up to 3 services.) Assistance with essays 78% 91% Resume evaluation Interview preparation Admissions strategies 36% 39% 44% 55% 60% 58% Selecting school(s) to apply to Evaluation of candidacy prospects Strategies for soliciting letters of recommendation 22% 21% 34% 33% 29% 30% GMAT counseling and/or preparation Career counseling Waitlist assistance 23% 17% 13% 12% 36% 53% % who used Most valued, as % of those who used n=112 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 % 2013 Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 15

17 Application process: Aside from essay help, prospects highly value the perspective and structure consultants offer n=113 What (if any) was the most valuable aspect of working with an admissions consultant? Crafting the essays and one s story The most valuable aspect of working with an admissions consultant was having someone to tell my story to, who could then help me articulate my story while linking my past and future goals in a coherent, meaningful way for admissions committees. Clarifying career goals Being able to discuss my career goals and my story with a consultant really brought my application together. Most importantly, the admission counselor helped me realize what could be my most desirable future career objectives. Neutrality, reality check, perspective on the long view of MBA admissions Getting unbiased opinions. Benchmarking prospects against previous applicants. I appreciate the fact that admission consultants understand the historical trends of B-school admission processes, which candidates cannot easily access, and give advice based on those qualitative and quantitative data. Time management, accountability It's good for Schedule Management, especially for a busy person. Each session I was held accountable for the work I should have been doing. Also building confidence in those who need it, being available to answer any and all questions, helping prospects navigate cultural differences 2013 Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 16

18 Application process: The majority would strongly recommend using an admissions consultant How likely is it that you would recommend using an admissions consultant to a friend or colleague? 40% 37% 30% 20% 10% 0% 1% 0 Would not recommend 1% 3% 2% 5% Would absolutely recommend 6% 12% 19% Net Promoter Score: 34 % of Promoters (9 or 10) minus % of Detractors (0 through 6) 15% n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 17

19 Decision factors and expectations

20 Decision factors: Prospects most value faculty quality and course curriculum among academic factors How important to you is each of the following faculty and curriculum factors in selecting which business schools to apply to? Rating scale of 1 Not at all important to 5 Very important. Quality of faculty 4.4 Course curriculum/focus 4.2 Academic rigor 3.9 Accessibility of faculty 3.7 Flexibility of the program 3.6 Factors in green were among the top ten most commonly selected as the most important in a forced ranking. n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 19

21 Decision factors: The quality of the student experience ranks high for many prospects, and location is crucial for some How important to you is each of the following student life and campus factors in selecting which business schools to apply to? Rating scale of 1 Not at all important to 5 Very important. Quality of student experience 4.4 Team-oriented environment 4.1 Campus community 4 Global program 3.9 Program facilities 3.9 City/geographic location Diversity of the student body Factors in green were among the top ten most commonly selected as the most important in a forced ranking n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 20

22 Decision factors: Of all factors, impact on career and school reputation are most important How important to you is each of the following factors in selecting which business schools to apply to? Rating scale of 1 Not at all important to 5 Very important. Impact on Career 4.7 Reputation 4.5 Alumni network 4.2 Leadership development 4.1 Career services 3.9 Media rankings 3.6 Availability of scholarships/fellowships/loans Cost of program Factors in green were among the top ten most commonly selected as the most important in a forced ranking n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 21

23 Expectations: Prospects are most likely, by far, to desire future employment in the consulting industry 60% Which industry do you currently work in? After finishing your MBA, in which of the following industries do you hope to work? 40% 20% 0% Consulting Tech Finance / Accting Products / Services Energy / Utilities Gov't / Nonprofits Manufacturing Healthcare Other Desired 56% 33% 31% 24% 14% 13% 11% 10% 10% Current 14% 20% 20% 8% 7% 5% 6% 4% 18% 2013 n (desired)= n (current)= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 22

24 Expectations: A quarter of prospects expect their salary to more than double after earning an MBA In percentage terms, what effect do you expect completing an MBA program to have on your earnings potential within the first six months of graduating? (in U.S. dollars) 40% 30% 26% 20% 19% 10% 6% 7% 12% 10% 10% 8% 3% 0% DecreaseStay the same 1-10% 11-20% 21-30% 31-40% 41-50% % More than double 2013 n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 23

25 Expectations: However, expectations of large percentage increases are clustered among prospects with lower incomes 40% In what range is your current annual professional income? (in U.S. dollars) 30% 20% 10% 0% Below $25,000 $25,000- $49,999 $50,000- $74,999 $75,000- $99,999 $100,000- $149,999 $150,000- $199,999 $200,000 or higher Current income 17% 19% 28% 16% 13% 5% 3% Mean expected % increase 75% 75% 35% 35% 15% 5% 15% 2013 n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 24

26 Discussion questions

27 Discussion questions Information sources What are the opportunities and limitations for the use of social media in the business school search? How do you best advise prospects to use rankings? How do you best advise prospects to use alumni or current students as information sources? The application process What are the key differences in the admissions processes at different schools that leave students with the sense of being known by the school or not? Are there missed opportunities for offering or highlighting some services, such as help selecting schools or career counseling, to prospects? Decision factors and expectations Are prospects hopes for the industry they will work in post-mba well aligned with the market? Do prospects have realistic expectations about future salary? How are these expectations formed and how can they best be managed? 2013 Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 26

28 Appendix Prospect profile

29 Prospect profile When did you first start to seriously consider getting an MBA? 50% 40% 30% 20% 10% 0% Within the past year 1-2 years ago 2-3 years ago 3-5 years ago More than five years ago % 36% 23% 13% 5% % 35% 23% 11% 4% % 38% 21% 10% 4% % 40% 21% 12% 5% 2013 n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 28

30 Prospect profile What types of MBA programs have you considered? Full-time MBA, 2+ years Full time MBA, less than 2 years Part-time MBA Executive MBA Flexible MBA Joint degree programs Online/Distance Learning 10% 17% 16% 12% 9% 12% 12% 8% 6% 12% 12% 7% 8% 12% 13% 12% 4% 7% 7% 3% 33% 33% 50% 50% 74% 74% 85% % 2013 n=287 0% 20% 40% 60% 80% 100% 2013 Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 29

31 Prospect profile Which industry do you currently work in? 30% 20% 10% 0% Tech Finance / Accounting Consulting Products / Services Gov't / Nonprofits Manufacturing Healthcare Energy / Utilities Other % 20% 14% 8% 7% 6% 4% 5% 18% % 19% 14% 10% 8% 5% 4% 4% 16% % 19% 20% 16% 7% 4% 4% 4% 7% % 24% 21% 14% 8% 5% 4% 1% 6% 2013 n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 30

32 Prospect profile Which function do you currently work in? 30% 20% 10% 0% Marketing / Sales Finance / Accounting Consulting IT / MIS General Management Operations / Logistics Human Resources % 16% 16% 10% 17% 5% 2% 20% % 16% 15% 14% 11% 8% 3% 16% % 19% 15% 15% 8% 12% - 10% % 24% 19% 4% 5% 10% - 10% Other 2013 n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 31

33 Prospect profile In what range is your current annual professional income? (in U.S. dollars) 40% 30% 20% 10% 0% Below $25,000 $25,000- $49,999 $50,000- $74,999 $75,000- $99,999 $100,000- $149,999 $150,000- $199,999 $200,000 or higher % 19% 28% 16% 13% 5% 3% % 25% 20% 11% 6% 1% 1% % 24% 22% 12% 6% 1% 1% % 22% 26% 20% 12% 2% 3% 2013 n= 2013 Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 32

34 Prospect profile 80% 60% 40% 20% 0% Caucasian, non- Hispanic What do you consider to be your ethnic origin? Please select all that apply. (Asked only of U.S. citizens) Asian / Pacific Islander African American Latino / Hispanic Native American % 25% 6% 8% 1% 4% % 24% 13% 9% 1% 3% % 27% 13% 8% 2% 5% % 22% 9% 5% 1% 4% Other 2013 n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 33

35 Prospect profile 100% 80% 60% 40% 20% 0% Male Female % 28% % 37% % 34% % 30% 2013 n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 34

36 Appendix Full distribution of application-process time estimates

37 Application process How much time did you spend on each of the following aspects of the application process? 60% 40% 20% 0% GMAT counseling/prep 9% 9% 5% 4% 5% 5% 5% 59% Assistance with essays 5% 13% 13% 10% 15% 9% 9% 26% 2013 n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 36

38 Application process How much time did you spend on each of the following aspects of the application process? 60% 50% 40% 30% 20% 10% 0% Selecting schools 3% 36% 17% 15% 9% 5% 4% 12% Interview prep 11% 27% 23% 12% 9% 7% 4% 8% 2013 n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 37

39 Application process How much time did you spend on each of the following aspects of the application process? 60% 50% 40% 30% 20% 10% 0% Admissions strategies 7% 41% 23% 10% 7% 3% 3% 6% Resume evaluation 7% 44% 20% 12% 5% 8% 2% 2% Evaluation of candidacy prospects 17% 45% 16% 10% 5% 2% 1% 3% 2013 n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 38

40 Application process How much time did you spend on each of the following aspects of the application process? 60% 50% 40% 30% 20% 10% 0% Career counseling 25% 40% 15% 6% 6% 1% 2% 4% Strategies for soliciting letters of recommendation 13% 42% 16% 12% 8% 2% 3% 5% 2013 n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 39

41 Application process How much time did you spend on each of the following aspects of the application process? 70% 60% 50% 40% 30% 20% 10% 0% Waitlist assistance 61% 19% 10% 2% 5% 1% 1% 2% Financial aid planning 47% 23% 10% 7% 4% 3% 3% 4% 2013 n= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 40

42 Appendix Recommendation-letter findings

43 Recommendation letters: Men are significantly more likely than women to be asked to draft or write their own letters Did your recommenders ask that you draft/write letters for them? 100% 75% 50% 43% 25% 27% 0% Men Women n (Men)=196 n (Women)= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 42

44 Recommendation letters: Prospects abroad are about twice as likely as those in the U.S. to be asked to draft their own letters Did your recommenders ask that you draft/write letters for them? 100% 75% 50% 49% 25% 26% 0% U.S. International n (U.S.)=121 n (International)= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 43

45 Recommendation letters: The data suggest that the practice of drafting letters is more common in Japan than India Did your recommenders ask that you draft/write letters for them? 100% 75% 61% 50% 49% 34% 25% 0% International mean Japan India n (Japan)=23 n (India)= Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 44

46 Recommendation letters: Prospects working in finance/accounting are most likely to be asked to draft/write their letters Did your recommenders ask that you draft/write letters for them? 100% 75% 50% 38% 50% 37% 25% 28% 0% Mean Finance/ Accounting Consulting Technology n (Finance/Accounting)=54 n (Consulting)=38 n (Technology)=53 Current Industry 2013 Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 45

47 Recommendation letters: Prospects working in finance/accounting are most likely to be asked to draft/write their letters Did your recommenders ask that you draft/write letters for them? 100% 75% 54% 50% 38% 46% 41% 25% 26% 0% n (Finance/Accounting)=43 n (Marketing)=41 n (General management)=46 n (Consulting)=43 Mean Finance/ Marketing General Consulting Accounting management Current Function 2013 Huron Consulting Group. All Rights Reserved. Proprietary & Confidential. 46

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