Nearly twice as many respondents to the Tomorrow’s MBA Survey—carried out by education marketing specialists Carrington Crisp in conjunction with the European Foundation for Management Development (EFMD)— expressed a preference for specialist MBAs, highlighting a shift away from more traditional generalist programs.
The survey attributed this increase in interest to the growing importance of technology, data analytics, and artificial intelligence (AI) in business. Prospective students participating in the study believed that the modern skill set provided by specialized MBAs would strengthen their career prospects and position them as highly sought-after professionals in an ever-competitive job market.
When asked about the technology-related subjects students valued most in MBA degrees, AI emerged as a clear leader for a third consecutive year. In total, 43% of the 1,908 prospective students surveyed chose the high-profile technology, underscoring its growing significance in the business world. Data analytics came in second place with 33%, and technology management ranked third with 31%—both skills essential for keeping up with the evolving needs of businesses.
However, when asked to list up to five non-technology subjects they would like to study during their MBAs, participants gravitated toward more fundamental business topics. Economics topped the list (21%), followed by business and financial environment (19%), strategy (19%), international business (19%), and leadership (19%). These statistics demonstrated that despite the increasing emphasis on digital skills, traditional business topics still hold significant value among future MBA students.
A few subjects were less popular, with just 4% of prospective students opting for ethics, 6% for climate change, and 10% for sustainability—which was only added to the list of options for consideration in 2024. The study linked the lack of interest in sociocultural issues to the current economic climate, noting that economic uncertainty forces prospective students to prioritize immediate business concerns over broader societal challenges.
Socio-cultural issues, however, were still considered of high value among students, the survey revealed, despite few choosing to study them. A total of 73% of respondents considered it very important for an MBA program to include content on responsible management, though this was a decrease of 8% from 2024. A further 71% placed importance on ethical leadership; 70% on diversity, equality, and inclusion (DEI); and 70% on addressing global challenges. These statistics further conveyed that the subjects chosen were not indicative of prospective students' morals or values but rather reflected their economic environment.
