> **来源：[研报客](https://pc.yanbaoke.cn)** # GMAC Prospective Students Survey 2026 Summary ## Core Content The **GMAC Prospective Students Survey 2026** provides critical insights into the evolving motivations, preferences, and barriers faced by prospective students pursuing graduate management education (GME). The report highlights how candidates are redefining their goals, emphasizing skills, return on investment (ROI), and career outcomes over traditional career pivoting. It also explores the global shift in study destinations, preferred degree types, and the role of social influences in application decisions. ## Key Findings - **Motivations**: Candidates are less motivated to change their career trajectory and more focused on gaining business knowledge, increasing income, and developing personal potential. The top motivation remains "to enrich their life and develop their potential," while "gain business knowledge" is now the second most cited. - **Barriers**: Cost, time commitment, and potential career disruption are the primary concerns, especially for candidates more than two years away from applying. Financial aid and ROI discussions are crucial in early outreach. - **Study Destinations**: There is a growing preference for **Western Europe** over the **United States**, particularly among candidates from **Central and South Asia** and **Latin America**, due to **U.S. government policies** and practices. - **Preferred Degrees and Modalities**: Full-time and in-person learning remains popular, with a **12-point gender gap** in preference for full-time, in-person programs. MBA programs still dominate among 25-30-year-olds, while younger candidates show stronger interest in non-MBA business master's programs. - **Skills and Careers**: **Artificial intelligence (AI)** is now a common curricular expectation, alongside **strategy** and **business analytics**. Employers and candidates agree that **strategic thinking** and **problem-solving** are top skills to develop, though employers place more weight on **human skills** like **initiative**, **coachability**, and **emotional intelligence**. - **Application and Financing Plans**: Full-time MBA candidates are the least price-sensitive, while **women**, **first-generation candidates**, and **underrepresented U.S. candidates** submit fewer applications. **Master of Finance** candidates submit the most applications, and **accounting** candidates the fewest. ## Main Viewpoints - **Shift in Motivation**: Prospective students are increasingly focused on **skills development** and **ROI** rather than **career pivoting**. - **Social Influence**: Application decisions are increasingly influenced by **social factors**, including **parents**, **friends**, and **professors**. - **Global Trends**: There is a noticeable **decline in interest in U.S. programs** among non-U.S. citizens, with a **rise in interest in Western Europe**. - **Demographic Differences**: **Younger candidates** are more likely to pursue GME for **income, status, and family pride**, while **older candidates** are more focused on **career change and promotion**. - **Economic Factors**: A growing number of candidates are influenced by the **potential economic recession**, especially those interested in **non-MBA business master's** and **other business degrees**. - **Curriculum Expectations**: AI is now a **core curricular focus**, reflecting the increasing importance of **technology and data skills** in the business world. ## Critical Insights - **Early Stage Candidates**: Those further away from applying express greater concerns about **cost**, **time commitment**, and **career disruption**. - **ROI Focus**: Candidates increasingly prioritize **measurable outcomes** such as **employment rates**, **salary impact**, and **alumni success**. - **Program Rankings**: Interest in program rankings has declined across all degree types, indicating a shift toward **outcome-based decision-making**. - **Flexible Learning**: There is a **steady preference** for **hybrid and flexible learning modalities**, especially among **women** and **first-generation candidates**. - **Career Outcomes**: **Career outcomes** and **ROI** are the most researched aspects of GME, with **full-time MBA** and **non-MBA business master's** candidates showing the highest interest in these areas. ## Strategic Recommendations - **Outcome-Driven Messaging**: Business schools should highlight **employment outcomes**, **salary impact**, and **alumni success** to attract candidates. - **Early Outreach**: Focus on **early-stage candidates** by providing **clear information** on **cost**, **funding options**, and **time commitment**. - **Social Influence**: Leverage **alumni and student ambassadors**, as well as **parent and professor engagement**, to influence decision-making. - **Program Design**: Adapt **program design** and **curriculum** to meet the **increasing demand for AI**, **strategic thinking**, and **human skills**. - **Global Appeal**: Expand **global outreach** and **marketing** to **Western Europe** and other emerging destinations, especially for **non-U.S. citizens**. ## Methodology - The survey included **4,253 respondents** from **145 countries**. - **46%** of respondents were **female**. - **27%** were **underrepresented** in the U.S. - The sample is highly representative of a **strong applicant pool** planning to enroll in GME programs within the next two years. ## Conclusion The **2026 GMAC Prospective Students Survey** underscores a **shift in candidate priorities** toward **skills, ROI, and career outcomes**. As the global talent pipeline evolves, business schools must adapt their **recruitment strategies**, **communication**, and **program design** to meet the **changing expectations** of prospective students. Emphasizing **transparency**, **relevance**, and **social influence** will be key to building **sustainable pipelines** and **increasing access** to GME.