Advancing the Art of Admissions through Science
-
Upload
graduate-management-admission-council-gmac -
Category
Education
-
view
171 -
download
2
Transcript of Advancing the Art of Admissions through Science
![Page 1: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/1.jpg)
© 2016 Ipsos 1
Advancing the Art of Admissions
through Science: Segmentating the Global GME Market
June 2016
![Page 2: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/2.jpg)
© 2016 Ipsos 2
AGENDA
Overview of the Market
Benefits of a Market Segmentation
Unveil 7 Global Segments
Applying to Schools
![Page 3: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/3.jpg)
© 2016 Ipsos 3
COUNTRIES STUDIED
China
Indonesia
India
Nigeria
South Africa
South Korea
Russia
USA
Mexico
Brazil
UK
Canada
France
Germany
Turkey
![Page 4: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/4.jpg)
© 2016 Ipsos 4
20-45 yearsold
applied GMEPOPULATION STUDIED
![Page 5: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/5.jpg)
© 2016 Ipsos 5
GAME TIME: SEE HOW WELL THE AUDIENCE KNOWS THE MARKET
![Page 6: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/6.jpg)
© 2016 Ipsos 6
Non Business Undergraduate Program First Generation
32%57%
What proportion of all GME applicants come from a non-business background?
What proportion of all GME applicants are the first in their families to attend university?
![Page 7: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/7.jpg)
© 2016 Ipsos 7
Number of Schools GMAT or GRE
2.4
On average, how many different schools do GME applicants apply to? 43
%
What proportion have taken or planned to take the GMAT or GRE?
![Page 8: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/8.jpg)
© 2016 Ipsos 8
AUDIENCE NOW OFF THE HOOK
![Page 9: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/9.jpg)
© 2016 Ipsos 9
LOCATION OF SCHOOL ATTENDINGCurrent Country
Different Country,
Same Continent
Different Country,
Different Continent79% 10% 11%
within commuting
distance
different country, in a location that requires relocation
6% 4%
within commuting
distance
another part of country that
requires relocation
59% 20%1 in 3 applicants will relocate to pursue a GME
![Page 10: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/10.jpg)
© 2016 Ipsos 10
MOST CHALLENGING ASPECT OF APPLICATION PROCESS
school selection
preparing for admission examsobtaining info
on schools & program
funding
19%
8%
19%
13%
29%
12%time/scheduling issues
gathering/completing documents
![Page 11: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/11.jpg)
© 2016 Ipsos 11
Pursuing GMETOP MOTIVATIONS
Management skills
Specific skills
Career advancement
Leadership skills
Fulfilling career
![Page 12: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/12.jpg)
© 2016 Ipsos 12
TOP MOTIVATIONSSelecting School
Quality faculty
Good reputation
Academic reputation
Program meets needsHighly ranked
![Page 13: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/13.jpg)
© 2016 Ipsos 13
MARKET SEGMENTATION
![Page 14: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/14.jpg)
© 2016 Ipsos 14
WHY SEGMENT THE GME GLOBAL MARKET?
Identify and target high-priority applicantsProvide applicants with
most pertinent information/services Create more powerful
and cost-effective marketing initiatives
Create more compelling productsTailor program and
service development to School’s student profile
![Page 15: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/15.jpg)
© 2016 Ipsos 15
APPROACHES TO SEGMENTATION
demographic geographic behavioural
gender
income
age
motivations
category usage
product usage
brand loyalty
psychographics
values
attitudes
countries
neighborhoods
regions
![Page 16: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/16.jpg)
© 2016 Ipsos 16
BENEFITS OF THIS SEGMENTATION APPROACH
UNIVERSAL AVOIDS CULTURAL BIAS
STABLE
![Page 17: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/17.jpg)
© 2016 Ipsos 17
MOTIVATIONSPursuing
GME Selecting Schools
![Page 18: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/18.jpg)
© 2016 Ipsos 18
27%
14%10%
13%11%
13%12%
![Page 19: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/19.jpg)
© 2016 Ipsos 19
Status Seekers
27%
Global Strivers
14%
Balanced Careerists
10%
Impactful Innovators
12%
Skill Upgraders
13%
Socio-EconomicClimbers
11%
13%
Career Revitalizers
![Page 20: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/20.jpg)
© 2016 Ipsos
I’D LIKE TO INTRODUCE YOU TO …
![Page 21: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/21.jpg)
© 2016 Ipsos
STATUS SEEKERS
![Page 22: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/22.jpg)
© 2016 Ipsos
Core motivation: A GME degree will give me the status and respect I crave
STATUS SEEKERS
Increase Status among
Colleagues
Make my Parents Proud
Be a Role Model
![Page 23: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/23.jpg)
© 2016 Ipsos
Location I’d like to experience by moving there
STATUS SEEKERS
Increase Status among
Colleagues
Make my Parents Proud
Be a Role Model
![Page 24: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/24.jpg)
© 2016 Ipsos
STATUS SEEKERS
If you don’t advance or get promoted, you are a failure
![Page 25: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/25.jpg)
© 2016 Ipsos
1.5x
seek
ing
valid
atio
n
to pursue GME at parents’
recommendation
Reco
from
frie
nds,
fam
ily &
col
leag
ues
SCHOOL SELECTION
alum
ni a
re k
nown
co
rp le
ader
s
to apply 4+ schools multiple prog. @ same school33%
more likely
STATUS SEEKERS
Total
![Page 26: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/26.jpg)
© 2016 Ipsos
GLOBAL STRIVERS
![Page 27: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/27.jpg)
© 2016 Ipsos
Core motivation: I’m committed to exploring the world of opportunities that
awaits
Improve my
Management Skills
GLOBAL STRIVERS
Access to
Employment in other
Countries
Gain International Exposure
![Page 28: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/28.jpg)
© 2016 Ipsos
Degree recognized by global employers
GLOBAL STRIVERS
Improve my
Management Skills
Access to
Employment in other
Countries
Gain International Exposure
![Page 29: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/29.jpg)
© 2016 Ipsos
I like to challenge myself, and I’m optimistic about the future
GLOBAL STRIVERS
![Page 30: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/30.jpg)
© 2016 Ipsos
BALA
NCED
CA
REER
ISTS
![Page 31: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/31.jpg)
© 2016 Ipsos
Core motivation: I want to advance, but School must not disrupt my life
Have a more
Fulfilling CareerBA
LANC
ED
CARE
ERIS
TS
Provide Stability
in my Career
Earn more
Money
![Page 32: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/32.jpg)
© 2016 Ipsos
Nearby so I can commute from home
BALA
NCED
CA
REER
ISTS
Have a more
Fulfilling Career
Provide Stability
in my Career
Earn more
Money
![Page 33: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/33.jpg)
© 2016 Ipsos
It’s never too late to return to school
BALA
NCED
CA
REER
ISTS
![Page 34: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/34.jpg)
© 2016 Ipsos
CARE
ER R
EVITA
LIZE
RS
![Page 35: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/35.jpg)
© 2016 Ipsos
Core motivation: I need to take my career to the next level to be
successful
Reinvent Myself
CARE
ER R
EVITA
LIZE
RS
Advance Career more
Quickly
Have more
Control of my
Future
![Page 36: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/36.jpg)
© 2016 Ipsos
High quality instructors / faculty
CARE
ER R
EVITA
LIZE
RS
Reinvent Myself
Advance Career more
Quickly
Have more
Control of my
Future
![Page 37: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/37.jpg)
© 2016 Ipsos
I don’t want to be left behind
CARE
ER R
EVITA
LIZE
RS
![Page 38: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/38.jpg)
© 2016 Ipsos
SOCIO-ECONOMIC CLIMBERS
![Page 39: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/39.jpg)
© 2016 Ipsos
Give my Children a Better Future
SOCIO-ECONOMIC CLIMBERS
Core motivation: I want to achieve everything my parents could only dream of
Improve Socio-
Economic Status
Earn more
money
![Page 40: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/40.jpg)
© 2016 Ipsos
Excellent academic reputation
SOCIO-ECONOMIC CLIMBERS
Give my Children a Better Future
Improve Socio-
Economic Status
Earn more
money
![Page 41: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/41.jpg)
© 2016 Ipsos
Making a lot of money is the best indicator of success
SOCIO-ECONOMIC CLIMBERS
![Page 42: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/42.jpg)
© 2016 Ipsos
high
exp
ecta
tions
SOCIO-ECONOMIC CLIMBERSea
rn m
ore
mon
eyTWO DYNAMICS
fulfi
lling
care
er
impr
ove
socio
-ec
o st
atus
Total
Have a check list: Strong academic
reputation Proven record Grads
have better job opportunities
![Page 43: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/43.jpg)
© 2016 Ipsos
Matteo SKILL UPGRADERS
![Page 44: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/44.jpg)
© 2016 Ipsos
Core motivation: I want to be recognized for my expertise
SKILL UPGRADERS
Improve my
Leadership Skills
Improve Specific
Skills
Become an
Expert in Field
![Page 45: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/45.jpg)
© 2016 Ipsos
Recommended highly by my employer
SKILL UPGRADERS
Improve my
Leadership Skills
Improve Specific
Skills
Become an
Expert in Field
![Page 46: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/46.jpg)
© 2016 Ipsos
I prefer to spend time alone, but I do want to feel part of a community
SKILL UPGRADERS
![Page 47: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/47.jpg)
© 2016 Ipsos
IMPACTFUL INNOVATORS
![Page 48: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/48.jpg)
© 2016 Ipsos
Improve Specific
Skills
Skills to have Social Impact
Improve my
Leadership Skills
Core motivation: I have great ideas – I just need the skills to bring them
to life
IMPACTFUL INNOVATORS
![Page 49: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/49.jpg)
© 2016 Ipsos
Specific program that meets my needs
Improve Specific
Skills
Skills to have Social Impact
Improve my
Leadership Skills
IMPACTFUL INNOVATORS
![Page 50: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/50.jpg)
© 2016 Ipsos
I am curious person, and I like to continuously discover new things
IMPACTFUL INNOVATORS
![Page 51: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/51.jpg)
© 2016 Ipsos
stra
tegi
c ab
out m
akin
g a
diffe
renc
e
entrepreneurs160%more likely
Attend school on different continent2x
as likely
Have a check list: High academic reputation High quality faculty
IMPACTFUL INNOVATORS
![Page 52: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/52.jpg)
CORE MOTIVATIONS
52
Skills
Career
Status
Financial Success
Status Seekers
Socio-Economic Climbers
Impactful Innovators
Skill Upgraders
Global Strivers
Career Revitalizers
Balanced Careerists
![Page 53: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/53.jpg)
© 2016 Ipsos 53
APPLYING TO SCHOOLS
![Page 54: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/54.jpg)
© 2016 Ipsos 54
PUTTING SEGMENTATION INTO ACTION
Survey Predictive Model mba.com Your school
SEG
MEN
TS
![Page 55: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/55.jpg)
© 2016 Ipsos 55
Facilitate/Consolidate access to information about School & Programs
Opportunity
Famous alumni Emphasize prestige of MBA/GME Reach out at Undergraduate stage
Marketing & Communications
GME graduates are part of an elite clubPositioning
HOW TO CONNECT
WHAT TO PROMOTE
VALUE PROPOSITION
STATUS SEEKERS
![Page 56: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/56.jpg)
© 2016 Ipsos 56
CLIMBERS
Scholarship/funding programs Mentorship programs Assistance with exam preparation
Opportunity
Aspirational bios of alumni who have succeeded against the odds
Successful job-placement programs Economic value of MBA/GME
Marketing & Communications
A GME can help you bring your dreams to life
Positioning
HOW TO CONNECT
WHAT TO PROMOTE
VALUE PROPOSITION
SOCIO-ECONOMIC CLIMBERS
![Page 57: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/57.jpg)
© 2016 Ipsos 57
Scholarship/funding options Courses/programs on entrepreneurship Assistance with exam preparation
Opportunity
Detailed info on course content/skills taught Presence on School Ranking Lists Alumni who are successful entrepreneurs Networking events with entrepreneurs
A GME degree will give you the skills and connections to change the world
Positioning
Marketing & Communications
HOW TO CONNECT
WHAT TO PROMOTE
VALUE PROPOSITION
IMPACTFUL INNOVATORS
![Page 58: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/58.jpg)
© 2016 Ipsos 58
WHAT DOES THIS MEAN FOR YOU?
![Page 59: Advancing the Art of Admissions through Science](https://reader035.fdocuments.in/reader035/viewer/2022081515/587aeaa11a28ab7f378b52ef/html5/thumbnails/59.jpg)
© 2016 Ipsos 59
NEXT STEPS
SEG
MEN
TSVisit the GMAC booth to find out
more!
Survey
Predictive Model
mba.comYour school
© 2016 Graduate Management Admission Council® (GMAC®) All rights reserved.
mba.com
1
2
3
4
5
6
7
Segment identification
“Global Strivers”
Potential Applications
Research
Marketing Playbooks
What else?• How else might you use it?• What could GMAC do to make
it more actionable?
Integration withyour systems?
Advocacy & Pipeline Development
Operationalizing FindingsPotential ApplicationsAdvocacy & PipelineDevelopmentResearchMarketing PlaybooksIntegration with your systems?
What else?• How else might you use it?• What could GMAC do to make it
more actionable?