How Modern Students Broke the Old Business School Journey

Business school admissions are not what they used to be. For years, the process was straightforward. Students would research, apply, wait for a decision, and, if all went well, enrol. Today, it is a very different story. The latest GMAC Report highlights just how much has changed and why schools need to adapt to stay ahead.

Students now take a winding path. They move between researching, pausing, comparing schools side by side, and asking questions at all hours. They expect replies as quickly as they would get from a streaming service. Many institutions are still trying to catch up, and that gap is shaping the future of higher education.

The Traditional Student Journey: Why Has It Changed?

Not long ago, applying to business school meant following a set route. Today’s candidates have far more options, control, and confidence in shaping their own journey. According to the 2025 GMAC Report, there has been a marked rise in students comparing different programme formats, including full-time, part-time, online, and hybrid. This is happening worldwide.

Global student mobility has also changed, as candidates consider both domestic and international options, sometimes simultaneously. They rely heavily on digital tools and expect the ability to pause and resume their applications at any time, mirroring the flexibility they see in other parts of their lives.

What is driving this new behaviour?

• Students are digital natives who are used to seamless, on-demand experiences on every device.
• They want answers now, not later. More than ever, they expect instant access to information, support, and next steps.
• The number of programme choices has increased. GMAC data shows an increase in domestic applications as well as strong interest in online and hybrid formats.
• Personalisation is no longer a luxury. Students expect communications, reminders, and support that match their own interests and pace.

The GMAC Report also highlights that candidates are less focused on rankings and more on return on investment, relevance, and the overall experience they will receive.

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What Do Today’s Students Really Want?

Students are looking for more than information. They want to feel understood and supported at every step.

• Personal touch. They want guidance and reminders that speak to their needs and ambitions.
• Flexibility. They expect to access your school’s journey anytime, anywhere, on any device.
• Quick replies. If they have a question, they want a helpful answer straight away. According to GMAC, candidates increasingly use multiple channels to reach out and expect rapid responses.
• Clear progress. They want to know exactly where they stand and what is next. Modern candidates appreciate tools that help them track their journey in real time.
• ‍No hidden steps. Transparency builds trust and helps reduce drop-offs.

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The Problem With Old Processes

If your team is still using fragmented tools and lots of manual admin, you’ve probably seen these issues.

• Students stop their applications if things are confusing or slow. The Application Trends Survey shows that more students are willing to abandon or postpone applications if the experience does not match their expectations.
• Teams sometimes send different messages and students get mixed up. Inconsistent communication can undermine your institution’s reputation and lower engagement.
• Staff spend more time on paperwork than helping people. Manual admin can drain resources and make it harder to deliver a premium experience.
• ‍It is hard to show real value or prove what is working. Data from the GMAC Report reveals that institutions with unified, digital-first systems see better conversion and satisfaction rates.

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What the Best Business Schools Are Doing Now

Leading institutions are reimagining every stage of the journey to meet new expectations. The GMAC Report features examples of schools using AI-powered platforms, integrated digital events, and unified candidate portals to create engaging, frictionless experiences.

Here is how these schools are making a difference.

Creating One Connected Experience

Students and staff use the same system from start to finish. There is no jumping between portals or waiting for updates. GMAC’s Advancery platform is one example, offering real-time, AI-validated programme information and step-by-step guidance for candidates.

Sending Personal, Timely Messages

Modern tools let you deliver tailored communications and reminders, so every student feels seen and supported throughout their journey.

Providing Real-Time Support

Students get answers instantly through chat, email, or self-service resources. The GMAC Report found that responsiveness is a top driver of student satisfaction.

Using Data to Improve Every Step

Admissions teams can now track engagement, measure outcomes, and adjust strategies in real time, improving both efficiency and student outcomes.

What are the benefits of this approach?

• More students finish applications and enrol.
• Relationships feel personal and lasting.
• Teams spend less time on admin and more on genuine student support.

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What Students Might Ask

If you’re rethinking your student journey, see it through the student’s eyes. Students want to know:

• Will I get a fast reply if I ask a question?
• Can I pause and come back to my application?
• Will I get reminders and updates that actually help me?
• Is it easy to see all my options and next steps?
• Will the experience be the same on my phone as on my laptop?

If your school can confidently answer yes to these questions, you are already meeting global best practice.

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How Full Fabric Makes the Journey Better for Everyone

Full Fabric is built to help institutions support students in this new, non-linear world. Our platform brings together everything needed for a unified, modern experience, fully aligned with the latest global research.

• One platform from start to finish. Students and staff always know where things stand.
• Personal communication. Every message and reminder is tailored and timely, with built-in automation that adapts to each journey.
• Instant insights. You can see how students interact, measure what is working, and identify where support is needed.
• ‍More time for people. Automation takes care of the admin, so your team can focus on building real relationships and supporting students’ success.

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The New Business School Journey Starts Here

Today’s students want experiences that fit their lives, not the other way around. The question is, will your institution give them what they need?

If you are ready to rethink your admissions journey, we would love to show you how Full Fabric can help you deliver a personal, seamless, and effective experience. No matter where your students start or finish.