advancing the art of admissions through science

© 2016 Ipsos 1

Advancing the Art of Admissions

through Science: Segmentating the Global GME Market

June 2016

© 2016 Ipsos 2

AGENDA

Overview of the Market

Benefits of a Market Segmentation

Unveil 7 Global Segments

Applying to Schools

© 2016 Ipsos 3

COUNTRIES STUDIED

China

Indonesia

India

Nigeria

South Africa

South Korea

Russia

USA

Mexico

Brazil

UK

Canada

France

Germany

Turkey

© 2016 Ipsos 4

20-45 yearsold

applied GMEPOPULATION STUDIED

© 2016 Ipsos 5

GAME TIME: SEE HOW WELL THE AUDIENCE KNOWS THE MARKET

© 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?

© 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?

© 2016 Ipsos 8

AUDIENCE NOW OFF THE HOOK

© 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

© 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

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Pursuing GMETOP MOTIVATIONS

Management skills

Specific skills

Career advancement

Leadership skills

Fulfilling career

© 2016 Ipsos 12

TOP MOTIVATIONSSelecting School

Quality faculty

Good reputation

Academic reputation

Program meets needsHighly ranked

© 2016 Ipsos 13

MARKET SEGMENTATION

© 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

© 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

© 2016 Ipsos 16

BENEFITS OF THIS SEGMENTATION APPROACH

UNIVERSAL AVOIDS CULTURAL BIAS

STABLE

© 2016 Ipsos 17

MOTIVATIONSPursuing

GME Selecting Schools

© 2016 Ipsos 18

27%

14%10%

13%11%

13%12%

© 2016 Ipsos 19

Status Seekers

27%

Global Strivers

14%

Balanced Careerists

10%

Impactful Innovators

12%

Skill Upgraders

13%

Socio-EconomicClimbers

11%

13%

Career Revitalizers

© 2016 Ipsos

I’D LIKE TO INTRODUCE YOU TO …

© 2016 Ipsos

STATUS SEEKERS

© 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

© 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

© 2016 Ipsos

STATUS SEEKERS

If you don’t advance or get promoted, you are a failure

© 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

© 2016 Ipsos

GLOBAL STRIVERS

© 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

© 2016 Ipsos

Degree recognized by global employers

GLOBAL STRIVERS

Improve my

Management Skills

Access to

Employment in other

Countries

Gain International Exposure

© 2016 Ipsos

I like to challenge myself, and I’m optimistic about the future

GLOBAL STRIVERS

© 2016 Ipsos

BALA

NCED

CA

REER

ISTS

© 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

© 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

© 2016 Ipsos

It’s never too late to return to school

BALA

NCED

CA

REER

ISTS

© 2016 Ipsos

CARE

ER R

EVITA

LIZE

RS

© 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

© 2016 Ipsos

High quality instructors / faculty

CARE

ER R

EVITA

LIZE

RS

Reinvent Myself

Advance Career more

Quickly

Have more

Control of my

Future

© 2016 Ipsos

I don’t want to be left behind

CARE

ER R

EVITA

LIZE

RS

© 2016 Ipsos

SOCIO-ECONOMIC CLIMBERS

© 2016 Ipsos

Give my Children a Better Future


Core motivation: I want to achieve everything my parents could only dream of

Improve Socio-

Economic Status

Earn more

money

© 2016 Ipsos

Excellent academic reputation


Give my Children a Better Future

Improve Socio-

Economic Status

Earn more

money

© 2016 Ipsos

Making a lot of money is the best indicator of success


© 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

© 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

© 2016 Ipsos

Recommended highly by my employer

SKILL UPGRADERS

Improve my

Leadership Skills

Improve Specific

Skills

Become an

Expert in Field

© 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


© 2016 Ipsos

Specific program that meets my needs

Improve Specific

Skills

Skills to have Social Impact

Improve my

Leadership Skills


© 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


CORE MOTIVATIONS

52

Skills

Career

Status

Financial Success

Status Seekers

Socio-Economic Climbers

Impactful Innovators

Skill Upgraders

Global Strivers

Career Revitalizers

Balanced Careerists

© 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

© 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


A GME can help you bring your dreams to life

Positioning

HOW TO CONNECT

WHAT TO PROMOTE

VALUE PROPOSITION


© 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


HOW TO CONNECT

WHAT TO PROMOTE

VALUE PROPOSITION


© 2016 Ipsos 59

NEXT STEPS

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MEN

TSVisit the GMAC booth to find out

more!

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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?

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