Email ranks highly and social media ranks poorly, according to 500 prospective students who were asked how they prefer to receive information during the graduate management admissions process.
This is one of many findings revealed in a new report, Marketing to Prospective Business Students, which offers insight into how graduate management programs can strengthen the program’s relationship with prospective students during the consideration phase.
We asked leaders at the University of Pennsylvania’s Wharton School of Business and the University of Maryland’s Robert H. Smith School of Business to comment on the report’s key themes: information access, immediacy, transparency, and authenticity.
1. Information Access
According to the report, prospective students expect ease and accessibility with regard to all facets of the program. This goes beyond being able to reach the admissions team, to being able to easily access different resources, content, and information whenever prospective students need it, across devices.
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