Selecting An Mba Program: An Analysis Of Institutional Characteristics, Student Characteristics And Information Sources

Abstract

In the aftermath of COVID-19 and the resulting economic downturn, the job market has become highly competitive across all industries and countries. As a result, the demand for MBA education has increased globally, as it is recognized as an asset in creating new opportunities and knowledge. The Asia-Pacific region, particularly Vietnam, has become a hub of international trade and business, making it of great interest to many. While most efforts to globalize MBA programs have occurred in developed nations, with most literature focusing on North America and Europe, MBA programs in Asia hold great potential. However, there is currently a lack of research on the factors that influence students to pursue an MBA degree in Asia. To address this research gap, this study aims to survey Vietnam MBA students to identify the most critical factors that influence their decision to pursue an MBA. The results of this study can help school administrators and educational marketers improve their marketing strategies and better target prospective MBA students through providing comprehensive perspective of MBA program market in Vietnam. To address this study's objective, a quantitative research methodology was applied to conduct a survey in Ho Chi Minh City, targeting respondents pursuing MBA programs in this city. In this research, respondents were required to assess the influence of information sources and institutional characteristics. Additionally, student characteristics were collected for analysis. As a result, based on 211 valid responses, this study indicates that, in terms of information sources, word-of-mouth has the greatest influence. Regarding institutional characteristics, MBA students focus on reputation, graduate outcomes, course content and teaching quality.