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Flexibility, Mental Health & Global Reach: What Prospective Master's Students Want Most
Candidates for business school continue to highly value format flexibility, according to a new survey by CarringtonCrisp in association with EFMD
As international MBA programs face shrinking interest, a new study shows that business master's degrees remain in high demand — especially those offering flexibility, affordability, and mental health support.
According to Tomorrow's Masters 2025, a global survey by CarringtonCrisp in association with EFMD, 40% of respondents still want to study outside their home country. Meanwhile, 43% are interested in international education without leaving home — whether through online delivery or transnational programs where schools operate overseas campuses.
'The arrival of new and flexible delivery modes for master's degrees are opening up opportunities for those that may not want an MBA but do want to add key skills to help them in their work,' says Andrew Crisp, author of the report and co-founder of CarringtonCrisp.
The study surveyed 2,654 individuals from 34 countries, with a mix of traditional and non-traditional candidates. Results indicate a growing number of post-experience applicants — those with several years of work behind them — entering the master's market, driven by career growth ambitions and new learning formats that accommodate professional life.
Among post-experience candidates, 11% say they are actively applying to business master's programs, compared to 8% of pre-experience candidates. Cost remains a concern across the board, but post-experience applicants appear more financially prepared: 28% report they can pay tuition without external help, compared to just 16% of younger applicants.
Still, more than a third of post-experience respondents cite affordability as a significant barrier. Crisp acknowledges that 'challenges exist, most notably affordability, with living costs and fees seen as a barrier to study by many.'
One solution? Flexible, modular programs. Nearly one-third of respondents say they are 'very interested' in low-cost master's offerings that provide skill updates over time. Similarly, 28% are drawn to 'micromasters' or stackable qualifications earned just-in-time, while 22% are keen to complete their degrees across several years in a modular format.
These findings suggest business schools have a growing opportunity to cater to experienced professionals, but delivery models must adapt. 'For business schools, there is a growing opportunity to deliver business master's degrees to candidates with several years' work experience,' Crisp explains, 'but delivery may not be in the classroom, and even when it is, it might be on a satellite campus.'
Another emerging trend in student decision-making: mental health. Nearly one in five prospective students (18%) say their well-being is a priority when choosing where to study.
Of those, 46% want support available from the moment they enter business school, while 35% would continue to seek help in the year following graduation. This signals a wider shift in how students view the educational experience — not just as a career investment, but as a holistic personal journey.
While the traditional 'study abroad' model still appeals to many, the rise of transnational education and remote learning has opened new paths for global exposure. The report finds that many prospective students value international faculty, curriculum, and classmates — but are willing to engage from home.
This shift is particularly relevant for schools seeking to expand their global reach without depending solely on full-time residential programs. It also reflects the growing appeal of hybrid and digital-first formats developed during the pandemic.
'Those already working can advance their career by studying for a further degree with an international business school but do so remotely over an extended time period,' says Crisp.
Read the full report here.
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