AMBA & BGA RESEARCH
Advancement to a more senior role in the same company, meanwhile, is the goal for 16 per cent of respondents. Elsewhere, the proportion of students looking to launch their own business directly after graduation is 14 per cent, with a further one per cent intending to establish a non-profit organisation. The survey then asked students which industries they would like to work in on completion of their business programme. The so-called ‘big three’ industries of consulting, finance and technology are the top three sectors of interest. An overwhelming 91 per cent majority of students are interested in working in at least one of these three industries. Closely related to the wider ‘technology’ description, IT is the fourth-most popular industry sector and of interest to 22 per cent of students. Other industries of interest include energy (a target for 17 per cent of respondents) and NGOs (14 per cent), as well as healthcare and pharmaceuticals (each of which is a target for 10 per cent). Hybrid work now an expectation Finally, due to the increase in di erent modes of working implemented during the pandemic, AMBA & BGA sought to understand how students would like to work when they graduated. The survey results indicate that students’ preferred working mode post-graduation is a hybrid model that combines o ce and remote work. This option was chosen by 64 per cent of respondents. Only 23 per cent of students would like to work full time in the o ce, while nine per cent are aiming to embrace remote work opportunities on a full-time basis and four per cent aspire to life as a digital nomad. Review and alignment The results of this report showcase students’ wide-ranging reasons for embarking on their business school journey, from developing key skills and expanding expertise to networking opportunities, gaining international experience and enhancing career prospects. We know that student interests and expectations evolve and business school leaders must, therefore, ensure that their o erings are reviewed and modified accordingly. Here, the report o ers several areas that may warrant the attention of those looking to fine-tune programmes and marketing strategies, so that the educational experiences their institutions provide continue to align with students’ aspirations. Another noteworthy result is that 50 per cent of students apply to a single programme. This suggests that students are targeted in their approach and may be willing to forgo enrolment altogether if their programme of choice is not available, rather than to settle for one that doesn’t align with their individual needs and ambitions. This highlights the importance of business schools marketing the unique selling points of their programmes e ectively to stand out in an increasingly competitive market. To download the AMBA & BGA Student Survey 2023: Aspirations & Programme Experiences in full, please visit the AMBA website at www.associationofmbas.com/research
FIGURE 8: WHICH TOPICS IN YOUR BUSINESS PROGRAMME INTEREST YOU THE MOST? Which topics in your business programme interest you the most?
General management Strategy execution Global l eadership Finance Strategic marketing Innovation Operations management Change management Global strategy Data analytics for managers People and organisations
52%
49%
47%
46%
45%
39% 39% 39%
36% 36%
34%
Business ethics Digital strategy Sustainability Entrepreneurship Economics Data & analytics Accounting Strategic human resource management Statistics Supply chain management Other
33%
32%
31% 31%
29%
27%
21% 21% 21%
20%
3%
0
13
26
39
52
Results here, as shown in Figure 8, highlight a good spread of interest across the most common topics found in management education, with all suggested areas of particular interest to at least one in five responding students. Unsurprisingly, among a sample dominated by those undertaking postgraduate generalist business degrees, the three most popular topics are the all- encompassing areas of general management (cited by 52 per cent), strategy execution (49 per cent) and global leadership (47 per cent). METHODOLOGY
Topics identified among the three per cent who cited ‘other’ particular areas of interest include:
• Managing corporate reputation
•
Circular economy
•
Artificial intelligence
The results of this series of reports are based on a
survey of 1,120 student and graduate members from the Association of MBAs (AMBA) and Business Graduates Association (BGA) networks, carried out between April and June 2023. Of this number, 544 respondents (49 per cent) identify as current students – the focus of this particular report. Among participants, 88 per cent are master’s-level students, with the remaining
15
AMBA & BGA Student Survey 2023
programme being undertaken, representing 58 per cent of respondents, with a further 14 per cent enrolled on an executive MBA (EMBA). Most were set to graduate this year (68 per cent), while 20 per cent are due to complete their studies in 2024. The gender distribution of participants is 63 per cent male and 36 per cent female, (with one per cent preferring not to disclose their gender) and those surveyed represent 94 di erent countries.
12 per cent split equally between undergraduate and PhD students. The MBA is the most popular
| 17 Ambition DECEMBER 2023/JANUARY 2024 | 17
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