BGA | BUSINESS IMPACT
terms of programme delivery in the past year. Positively, some of the measures Schools are taking relate to areas of improvement around flexible learning. One in five say that their School has ‘increased the amount of digital and online learning opportunities’ (22%) and ‘offered flexible timings for delivering programmes’ (19%). Other frequently mentioned innovations include that they ‘collaborated with industry to deliver programmes’ (18%) and ‘increased capacity of teaching related to new technology and innovations (e.g. AI, big data)’ (17%). Business School finances Leaders were asked questions about their Business School’s finances. When looking at funding channels, tuition and course fees represent the largest proportional source of income, on average among responding leaders, at 68% of all income received (see chart on page 11). This is followed by state funding (18%), corporate sponsorship (4%), foundation donations (2%), alumni contributions (1%), and non-alumni individual donations (1%). On average, MBA programmes account for 26% of a Business School’s total income among respondents. Marketing and promotion Leaders were asked how much money their Business School spent on advertising in US dollars, over the past year, across a range of channels. Social media : The average across 130 leaders who reported spending on social media was $224,769. If you include all 227 leaders who reported a zero spend, the average spend becomes $107,882. Additionally, if you exclude the three highest and three lowest spends among those who did spend on social media, the average translates to $51,774. Online advertisements with newspapers, or other publications : Of the 101 leaders who gave a substantive figure on advertising in this area, the average spend was $90,672. When widened to encompass leaders who reported a zero spend in the past year, the average becomes $33,668. Among those who did spend, meanwhile, the average translates to $58,836 when adjusting to take out the three highest and the three lowest figures supplied by our respondents. Print advertisements : The average spend was $97,203 among those citing a spend
who reported spending nothing at all on paid-for content, the average figure becomes a mere $7,430. Careers websites : Careers websites attracted an average spend of $25,414, among 55 leaders who said their School spent money in this area over the past year. This figure drops to $17,245 when adjusting to remove the top three and bottom three figures. When including leaders who reported spending nothing at all on careers websites, the average figure is $5,120. Open days : By far the highest average spend in our survey, at $1,219,400, came from School leaders reporting an advertising spend on open days. However, this figure is heavily skewed by the highest-spend Schools. When adjusting to exclude the top three and bottom three amounts reported, the average falls drastically, to $17,718. If respondents citing a zero spend on open days are included, the average is $373,851, but again this figure is skewed by the highest spenders. Careers fairs and MBA fairs : Among 93 responding leaders who stated that their School spent money on careers fairs, the average was $35,124, decreasing to $30,650 when adjusting to exclude the top three and bottom three figures. When including all School leader respondents, the figure decreases substantially, to $11,922, as a result of many Schools reporting not spending on advertising at all in this area over the past year.
‘34% of lecturers are active
practitioners in a management discipline while 66% are not’
on print advertisements. However, this falls to an average of $35,375 if the three highest and three lowest amounts are omitted from the calculation. When including leaders who reported zero spends, the average spend on print advertisements is $32,637. Paid-for content (e.g. sponsored articles) : A total of 60 leaders reported spending an average of $33,962 on paid-for content, or $23,073 if the three highest and three lowest spends are excluded. When including leaders
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Use of ‘flipped learning’ in MBA programmes How often is your Business School currently conducting ‘flipped learning’ as part of MBA programmes? 248 participants
Always Often
4%
23% 34% 17% 11% 11%
Sometimes
Rarely
Not at all
Don’t know
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