The study gathered responses from 2,654 prospective business master’s students across 34 countries, split 60:40 between pre- and post-experience candidates. This year’s findings reveal changing expectations among business master’s students regarding how programs are delivered, the make up of curriculums, and the support on offer.
Accounting lags as students prioritize tech and people skills
Technology-focused master’s programs are attracting strong interest among prospective students. Three of the five most-popular degree subjects are tech-oriented: Business and IT (26%), Artificial Intelligence and Business (26%), and Digital Marketing (25%).
Interest in tech is also not limited to standalone subjects. In this year’s survey, 45% of students say they want technology learning implemented throughout their degree, regardless of their main focus. Among post-experience candidates, 49% rate this as very important, compared with 43% of pre-experience students.
Interest in human-centered topics is also growing, with Healthcare Management chosen by 22% of respondents and Psychology now ranking among the top 20 preferred subjects.
Meanwhile, interest in Accounting continues to decline. Just 11% of respondents say they would consider studying the subject, down from 13% in 2024 and 21% in 2022. Post-experience students show greater interest in areas such as business forecasting, consulting, and renewable energy, while younger students favor fields such as marketing, healthcare, and psychology.
Flexible study formats a strong contender
While recent data from GMAC shows rising interest in on-campus study across those interested in all graduate business programs, the Tomorrow’s Masters data—focused specifically on business master’s aspirants—points to continued demand for more flexible options.
Just 42% of respondents said they prefer full-time, on-campus learning (a small, 2% drop compared to last year). The rest would rather study part-time (25%), fully online (14%), in a blended format (14%), or through a hi-flex model (5%) that allows switching between on-campus and remote learning.
These options are especially popular with post-experience students, 34% of whom say they would choose online or blended formats. Among pre-experience candidates, that figure drops to 22%.
Even students opting for online degrees are open to occasional in-person contact: 38% say they would attend an on-campus induction week, while around one-third would favor a final week or quarterly on-campus sessions.
Cost, careers, and mental health influencing student enrollment
Career outcomes, affordability, and student wellbeing are central to how students choose a master’s program, the study shows.
The Tomorrow’s Masters survey shows that the top three decision factors for students are graduate career prospects (28%), value for money (27%), and teaching quality (26%). Internships also matter, with 22% seeing them as a way to improve employability or offset fees.
Affordability is a clear barrier to business school, however. Living costs are the top reason why respondents say they might not pursue a degree (48%), followed by tuition fees (40%). Only 21% expect to fund their studies independently. Most will rely on scholarships (35%), employer support (29%), or family contributions (23%).
Beyond job outcomes, students are also looking for hands-on career support. The most in-demand services include development workshops (36%), one-to-one coaching (28%), and mentoring (26%). Just under a quarter also hope to build skills in leadership, communication, and critical thinking.
Mental health is another factor influencing where students apply. Nearly one in five (18%) say mental health support is a key factor in school choice. During their studies, 60% want access to services such as a 24/7 helpline, stress workshops, or free counseling. Support is also sought at the application stage and after graduation, pointing to broader concerns around the long-term pressures of study.
Fewer students willing to relocate for international study
Business school applicants still value a global education, but fewer want to move countries to get it.
This year’s survey shows that while 40% of students want to study outside their home country, a significant 43% would prefer to study at an international business school in their home country—either online or at a local transnational education (TNE) campus.
Among post-experience students, this preference is even stronger. Just over half (53%) say they are very or extremely interested in studying with an international provider from their home country, while 34% say they can’t give up their job to study abroad.
Cost remains the most common reason for staying local, cited by 42%, followed by the availability of good domestic options (38%) and personal constraints (31%).
