Rethinking the GME Funnel: What GMAC Data Reveals About Today’s Student Journey

Graduate management education is undergoing a profound transformation. The traditional funnel that once guided prospective students through awareness, application, and enrolment has become increasingly difficult to define, and even harder to manage.

According to GMAC’s 2025 Report to Schools, student journeys are becoming more fragmented, digital-first, and long-term in nature. What begins as a simple course enquiry can now evolve into a multi-touch relationship that includes short-form learning, postgraduate study, and continuous professional development.

So, what does the data tell us about how student behaviour is changing? More importantly, how can institutions design better journeys in response?

The GME Funnel Is No Longer Linear

Until recently, the path to postgraduate business education followed a relatively consistent pattern. Marketing activity led to enquiries, which led to applications, offers, and enrolments. While that framework still exists on paper, real-life journeys are increasingly non-linear.

GMAC’s research brings this shift into focus:

• 12% increase in total GME applications in 2024, fuelled by renewed demand for both full-time, in-person degrees and online or hybrid formats.
• Specialised master’s programmes are increasingly appealing to early-career professionals looking to upskill quickly and strategically.
• Domestic applications are rising, as students explore options closer to home that offer high-quality delivery and greater flexibility.

Institutions are now engaging with students who move in and out of learning across different stages of life, career, and personal development. This requires a funnel that can stretch, flex, and adapt.

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Lifelong Learning Is Redefining the Student Journey

Perhaps the most significant insight from GMAC’s report is the shift toward lifelong learning. Today’s prospective students are no longer seeking a one-off qualification. They are looking for a long-term learning partner.

This is backed by key developments:

• 3,500 programmes are now included in Advancery, GMAC’s personalised platform for helping students match their career goals to the right programme options.
• 1,181 students across 34 institutions used Business Fundamentals in 2024 to build confidence ahead of programme entry, reflecting increased appetite for pre-enrolment learning.

It’s no longer enough to simply attract and convert students. Institutions need to consider how they add value before enrolment and long after graduation.

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Student Expectations Are Reshaping Every Stage

As student behaviour becomes more sophisticated, expectations are rising. GMAC’s research highlights several critical touchpoints that now influence success:

• Discovery: More than 17 million annual visitors explore mba.com and BusinessBecause, with over 4 million arriving through organic search. Students are conducting extensive research long before they contact an institution.
• Evaluation: Candidates are moving beyond rankings. GMAC’s Prospective Students Survey shows that return on investment, programme relevance, and flexible delivery now weigh more heavily in decision-making.
• Application: Application experiences still present significant friction. Institutions using disjointed systems report higher dropout rates, while those offering seamless, intuitive journeys see stronger conversion.
• Post-Enrolment: Tools like GradSelect, with more than 560,000 active profiles, and initiatives like the GMAT Talent & Opportunity Scholarship demonstrate the value of staying connected beyond the point of enrolment.

The message is clear. Institutions that deliver clarity, continuity, and care at every step will stand out in a crowded marketplace.

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What Institutions Can Do Now

The new funnel requires a new mindset. Every student touchpoint is an opportunity to build long-term value. Based on GMAC’s insights, here are four strategic priorities for institutions:

• Unify systems and teams: Connecting marketing, admissions, and academic teams through a single platform enhances visibility and strengthens the overall experience.
• Offer flexible pathways: Not every student enters through the same door. Whether they start with a microcredential or a master’s degree, the infrastructure must support modular and lifelong journeys.
• Lead with value, not features: Prospective students want to understand outcomes. Frame programmes in terms of what they unlock, including career progress, global mobility, and personal development.
• ‍Deliver personalisation at scale: Timely, relevant communication is now expected. Automation can help deliver consistent, student-centric messaging throughout the journey.

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Final Thought: A Funnel Built for the Future

The traditional GME funnel was built for a different time. Today’s students behave more like consumers. They explore, compare, and evaluate institutions based on trust, relevance, and long-term potential.

The GMAC data makes one thing clear. The institutions that succeed in the years ahead will not be those that generate the most leads. They will be the ones that deliver connected, high-value experiences from first click to lifelong learning.