SMARTPHONES & DIGITAL SERVICES
– with 80 per cent believing them useful to some degree. For those schools currently without an app, our results show a clear area of potential to provide the MBA cohort with something they will find helpful to their student experience. Learning via an app is still a relatively unexplored territory for business schools. As technology becomes ever-more sophisticated, it is likely that we will see expansion in this regard. Students are going to expect to have information at their fingertips, wherever they are. There might come a time when opening up a laptop is not considered quick enough for accessing information and they will expect to be able to connect with their fellow students and professors, receive pertinent information and access their school’s library from a simple swipe of their smartphone. On the basis of these results, it appears students and graduates most appreciate being able to access their learning resources online. Top of the list for improvement in the digital sphere, meanwhile, is something that makes it easier to connect with their peers while studying at business school.
While 18 per cent said that their app is, or was, “extremely useful”, 32 per cent cited it as “very useful” and a further 30 per cent described it as “moderately useful”. At the other end of the spectrum, 15 per cent believe that their app is only “slightly useful”, with a small group (six per cent) labelling it as “not useful at all”. Those who said that their business school does not have an app were asked about potential uses of interest. Most respondents would like to be able to view their timetable/class schedule (81 per cent). Other popular answers included accessing learning resources on the go and receiving communications (both 68 per cent). Respondents didn’t think an app would be particularly helpful in accessing wellbeing initiatives, with only 28 per cent selecting this option. The survey also asked about the post-graduation digital experience respondents would like to have. When asked if they already have, or would like to have, a digital experience with their institution post- graduation, 78 per cent of respondents said “yes”. The survey went on to identify areas of interest for post-graduation digital experiences. Responding students and graduates are most interested in hearing about alumni events – 85 per cent picked this – ahead of careers support, which was selected by 70 per cent of respondents. Some common answers among those specifying “other” include staying in touch with classmates; viewing the latest case studies and having access to learning materials; finding job opportunities; and networking possibilities. Respondents were asked to expand on a time when digital services at their business school have been invaluable. Several key themes emerged, including having access to learning content when unable to attend class; accessing the library remotely; seeking online guidance; viewing campus maps and timetables; accessing mentoring; doing coursework on the go; and tuition fee payment. Technology reliance growing stronger This report shows that current students and recent graduates of AMBA & BGA business schools are very much reliant on technology. More than half, for example, believe that a mobile phone is essential to the completion of a management course. In light of this statistic and in the context of the 2020s as a whole, it is perhaps surprising, therefore, that only 65 per cent of current students said that their business school has an app. This proportion drops to 50 per cent when including graduate respondents. However, among respondents who said that their school did have an app, most rate them positively
81% of students would
like to be able to view their timetable or class
SURVEY METHODOLOGY
Between 17 October and 2 December 2022, AMBA & BGA conducted an online survey of its student and graduate members, based across more than 150 countries. In total, 1,002 members completed the survey; 66 per cent were male and 33 per cent female – one per cent of respondents preferred not to state their gender. In terms of age, 41 per cent were aged between 35-44 at the time of the survey, 28 per cent were in the age group 25-34, 23 per cent were aged 45-54, five per cent were aged 55-64 and three per cent were aged 18-25. Data was analysed using nine regions that reflect the geographic spread of AMBA-accredited business schools and the composition of the MBA market. For example, the UK, India and China are treated as separate regions within this report due to their distinct markets, as well as the high volume of AMBA-accredited business school students and graduates based there. One quarter of respondents were currently studying, 15 per cent graduated in 2022, 12 per cent in 2021, 11 per cent in 2020, 11 per cent in 2019 and seven per cent in 2018. A further 19 per cent graduated before 2018. The survey asked respondents how their course is being, or was, taught. The most common answer given was in a classroom (43 per cent), closely followed by a hybrid approach (40 per cent). Only 15 per cent are being, or were, taught completely online, with a further two per cent being taught in another, unspecified way.
Ambition | JULY/AUGUST 2023 | 33
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