The article focuses on the marketing efforts of business schools and whether they are aligned with what potential students look for from their schools.
- Student-centered content is often popular with prospective students, who want to get the perspective of people who are actively attending the school.
- The demand for hybrid learning has increased significantly; interest in fully in-person options has dropped, but a vast majority of students still want some level of classroom learning.
- Students are also increasingly concerned with their schools' stances on sustainability and social issues, and want to attend schools that align with their values.
Popova said: “I think that business schools have enough credit to give you confidence that you will be secure in your return on investment. So the alumni angle is not the immediate concern. The immediate concern is: who am I going to be among?”
Read the article here.