Global management course applications rise 7% despite economic and political volatility: GMAC

While overall global applications increased, traditional GME hubs like the United States, Canada, and the United Kingdom experienced declines. U.S. programmes recorded a slight one-point drop, whereas 84 per cent of Canadian programmes and two-thirds of UK programmes reported fewer applications, largely due to tighter visa policies and labour market uncertainty discouraging international candidates.

In contrast, applications surged in Asia and Europe (outside the UK), with India seeing a 26% rise and East and Southeast Asia experiencing a 42% jump, reflecting the success of business schools in marketing, reputational growth, and attracting redirected international applicants.

Trends shaping business education
GMAC CEO Joy Jones noted that business education is evolving in response to changing student and employer expectations, geopolitical dynamics, and emerging skill demands driven by technologies such as AI.

• Full-time, in-person programmes drove much of the growth.

• Business master’s programmes (except Master of Business Analytics) saw increases in both domestic and international applications.

• Schools are increasingly integrating AI into curricula, with only 16% reporting no AI usage in 2025, down from 22% in 2024. More than half now use AI for decision-making, strategy, and societal impact, often with hands-on projects.

• Sustainability education is gaining prominence, with 75% of programmes offering sustainability-focused content. About 63% of prospective students highlighted its importance. Asian programmes outside China and India are most likely to mandate sustainability studies, while U.S. schools are the least likely.

Gender representation
Globally, women continue to account for just over 40% of GME applicants, a level stable for more than a decade. In 2025, women applied to MBA programmes at a faster rate than men, and their share among business master’s applicants remained just below parity.

Outlook
Despite regional challenges, the GMAC survey shows that business schools are adapting rapidly through innovative curricula and industry-aligned experiences, ensuring their long-term relevance in a changing global education landscape.