Career is the dominant theme in the results from the latest Business of Branding study.  Covering 8011 responses and 125 nationalities the new report provides data on a host of career, cost, brand, marketing, alumni and sustainability issues at business schools.

Before studying students want to know about potential outcomes, while they are studying there is a growing demand for placements and after study alumni want on-going support with career development.  Schools that get careers right tend to have stronger brand perceptions, and stronger brands in turn provide an opportunity to charge higher fees.

When assessing costs and value for money, prospective students are looking at more than just fees.  Cost of living is a growing factor and exchange rates can produce some substantial variations when making international comparisons.  However, more often than not value for money is assessed on the likelihood of achieving a desired career outcome as it is on pure financial metrics.

A less clear picture emerges when students are questioned about sustainability. More than 60% of students don’t look for information on sustainability when choosing their business degree’, yet 64% of MBAs think that it is important or very important that there is a focus on sustainability in their degree. 

For more details from the Business of Branding study, download the Executive Summary here.  To take part in the next round of the Business of Branding study in March 2012, download and complete the booking form here.