METHODOLOGY AND PARTICIPANT DEMOGRAPHICS Between 4 March and 28 March 2022, AMBA & BGA circulated an online questionnaire, polling its networks of Business School decision-makers on trends in education technology and online learning. A total of 144 Business School decision-makers participated in the quantitative survey. Throughout the report, the terms ‘participants’, ‘survey respondents’, ‘Business School leaders’, and ‘leaders’ are used interchangeably when describing the research sample. Of those surveyed, 39% represented Business Schools based in Europe (excluding the UK); 15% represented Schools in Latin America; 14% Schools in the UK; 8% Schools in India; 7% Schools in Africa; 7% Schools in Asia and the Middle East (excluding China and India); 6% Schools in China (including Hong Kong, China); 3% Schools in North America and the Caribbean; and 2% Schools based in the Oceania region. More than half ( 57%) classify themselves as deans or directors at Business Schools; 6% work in designing or delivering management programmes at Business Schools; 10% are management academics; 6% work with management students and graduates (for example, careers and alumni staff); 13% work in another role within a Business School; and 9% work in another role within the business and management education industry. The majority (93%) of participants’ Schools provide MBA programmes; 74% provide doctorate degrees; 69% provide executive master’s degrees (such as EMBAs); 62% provide customised education programmes; 53% provide open programmes; and 51% provide online programmes. A further 12% said they provide other programmes.
In conclusion, and to summarise the key findings, Business Schools have already shown themselves to be resilient and flexible over the past two years, when faced with the Covid-19 pandemic, and appear well placed to face the growing pressure to transform their business models. Digital credentials, for example, offer short courses on one topic which is up to date. They also allow learners to pick and choose what they need to learn for their professional and personal learning. Will these short courses – which offer participants the knowledge they need, when they need it – take over from the one to four-year degrees that have been so established in our institutions for so long? A quarter (25%) of the Business School leaders who took part in this survey believe that microcredentials represent the future of higher business education, and 35% see microcredentials provided by companies such as LinkedIn as a threat to how their Business School will operate in the next five years. In addition, a staggering 80% of these same Business School leaders believe that their Business School is under pressure to change its value proposition and business model. This suggests that the sector may experience further changes in the short term as Business School models shift to enhance the personalisation of learning offered.
You can read the full report at www.associationofmbas.com/research
of leaders believe their Business School’s offerings meet student expectations to a great extent 58%
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