As online and part-time programs surge in popularity among candidates, business schools can better curate their unique value proposition to prospective students.
Check out four ways to improve the recruitment and satisfaction of candidates considering part-time and online programs based on findings from GMAC’s latest research brief on the part-time program candidate and data report about online and hybrid learning.
1. Target audiences most interested in online and part-time programs—older candidates, women, and prospective students from North America and Africa.
As age and work experience increase, the flexibility that comes with part-time and online programming becomes more appealing. Younger candidates who are early in their careers may prefer a faster pace to quickly advance. Meanwhile, mid-career prospective students often prefer a moderate pace to balance their education with professional roles and personal responsibilities, and adults over 40 are most likely to favor a part-time program. In addition, about a quarter of women preferred part-time or flexible programs in 2023 compared to only 17 percent of men—a figure that has been increasing regardless of gender over the past five years. Regionally, both part-time and online programs are most popular in North America and Africa.
2. Find the right combination of program pace and delivery format.
Hybrid and online programs have gained popularity among all candidates as they allow students to balance their studies with professional and personal commitments. Among candidates who prefer a part-time program pace specifically, preference for online and especially hybrid options have grown immensely.
In 2023, 23 percent of part-time candidates preferred online program delivery compared to 12 percent in 2019. Part-time candidates’ preference for hybrid delivery grew from 34 percent in 2019 to 41 percent in 2023. Over the past five years, preference for in-person delivery has steadily declined among part-time candidates, and hybrid delivery is now preferred by a plurality of prospective part-time students.
It is not surprising that interest in online and part-time programs would overlap— especially given that many part-time programs are offered online. However, business schools where in-person part-time programs are run separately from online part-time programs should be aware that there is likely a large overlap in the students interested in the flexibility provided by both.
3. Understand that growing preference for flexible programs does not necessarily extend to every degree type.
As candidates actually apply to programs, there has been a recent increase in applications to online and part-time programs. In 2023, there was a notable rise in applications to programs offered in online, hybrid, weekend, and evening formats. However, most online business master’s programs reported declines in applications, which was more in line with the declines seen among more traditional full-time, in-person programs.
These trends are likely driven in part by the lasting impacts of the COVID-19 pandemic, which accelerated the reliance of remote learning—and remote work— and highlighted the wants and needs for more adaptable education and workplace models.
4. Focus on networking and career opportunities, affordability, and time management in messaging to online and part-time candidates.
For prospective students who prefer online programs, about one-third agree that they offer the same networking opportunities as an in-person program. About half of online candidates think the career opportunities are equal following both on-campus and online degrees. Both of these figures represent a rise in positive sentiment compared to 2020, but still denote specific messaging areas for online and hybrid programs looking to assuage the worries of their target audience.
The constraints of part-time candidates look similar to those of full-time candidates—the cost of the program, future debt, and not getting into their preferred schools are top barriers to graduate business school regardless of program delivery. However, part-time candidates also report outsized concern about the demands on their time and their current debt level. Recognizing and mitigating these barriers not only broadens the reach of graduate management education but also ensures that a diverse range of candidates can achieve their educational and career goals.
