| dc.description.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. | en_US |
