A plurality of the world’s students and students-to-be agree: The United States is the place to be.
In the latest edition of a major biannual study, the U.S. reclaimed the top spot as the most preferred study destination of international business students, swapping places with the United Kingdom.
Over two-fifths of respondents (42%) selected the U.S. ahead of the UK (32%) the latest Business of Branding study by CarringtonCrisp in association with EFMD, compared to the 2022 study in which the UK (40%) was No. 1, with the U.S. (35%) in second place.
CURRENT EVENTS HAVE BIG IMPACT ON STUDENT PREFERENCES
But the study’s author cast doubt on whether the U.S. advantage will last, suggesting that an improved political landscape in the UK and a divisive presidential election in the U.S. may boost the former country’s numbers while driving down the latter’s.
“The comparison with the previous study shows that countries’ perceptions can alter quickly, with politics having a big influence,” Andrew Crisp says. “Negative headlines about UK government policy on international students impacted sentiment in 2023. With the new government in the UK making more positive noises around international students and a potentially divisive U.S. election in November, attitudes to these two countries as study destinations may change again.”
Canada (30%), Australia and New Zealand (26%), and Germany (18%) are the next most popular destinations in the survey conducted among 1,934 prospective business school students from over 30 countries. Says Crisp: “Recently announced international student number caps in Australia may mean more students look to the UK again, but they may consider other locations, such as Canada, which offer courses taught in English.”
U.S. SEEN AS MOST EXPENSIVE, UK MOST WELCOMING
The U.S. is the most popular with those considering an MBA (44%) and among men (41%). Canada is more popular amongst women (29%) compared with men (25%). The UK and Germany are more popular with prospective postgraduates than undergraduates: 23% and 13% respectively choose each country for undergraduate study, but rising as high as 34% among prospective postgraduates.
The UK (45%) is viewed as the most welcoming to international students followed by Canada (44%), the U.S. (41%), Australia (32%), and Germany (31%). The countries perceived to be least welcoming are China and India (both 16%).
The U.S. is seen by nearly half (49%) as the most expensive study destination followed by the UK (41%) and Germany (26%). In comparison, the countries perceived to be least expensive are India (11%), China (13%), and Spain (16%).
CAREER CONCERNS TRUMP ALL
The study also analyzed student perceptions of the aspects of business schools seen as the most valuable. International study opportunities (27%) are perceived as the most important, followed by business start-up/small business accelerator programs (25%), working on live consulting projects with businesses (24%), undertaking an internship/work experience (24%), and acquiring digital skills, such as coding (21%)
“The most important aspects are all career-related,” Crisp says, “and it is noticeable that development in coding and other digital skills is in demand. This is reflected in other studies by CarringtonCrisp that show that students are looking to business schools to help them with the technology knowledge that many employers are seeking.”
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