Skip to main content

The Globe and Mail

What business students look for when searching school websites

The GenerationWeb survey found that 82 per cent wanted to know about tuition costs.

Getty Images/iStockphoto

The cost of a degree and a school's international ranking are of top interest to candidates searching a business school's website for information, according to a new global survey.

The findings suggest schools need to tell their story well if they hope to stand out in a competitive international field.

Of 600 undergraduate and postgraduate students from 57 nationalities who took part in the GenerationWeb survey, 82 per cent wanted to know about tuition costs while 78 per cent were curious about school rankings. Just 18 per cent were interested in profiles of alumni, according to the survey conducted last year by British business school consultant CarringtonCrisp, with support from the European Federation for Management Development.

Story continues below advertisement

The study also found that 48 per cent of respondents searched social networking sites for information on business schools, compared to less than one-fifth of survey participants five years ago.

"The problem with many business schools' ads is that they say little that is different to competitors," study author Andrew Crisp states in a press release. "Prospective students want hard evidence of why a school is different and right for them, but presented as a story, not as a hard sell."

Report an error
About the Author
Business Education reporter



The Globe invites you to share your views. Please stay on topic and be respectful to everyone. For more information on our commenting policies and how our community-based moderation works, please read our Community Guidelines and our Terms and Conditions.

We’ve made some technical updates to our commenting software. If you are experiencing any issues posting comments, simply log out and log back in.

Discussion loading… ✨

Combined Shape Created with Sketch.

Combined Shape Created with Sketch.

Thank you!

You are now subscribed to the newsletter at

You can unsubscribe from this newsletter or Globe promotions at any time by clicking the link at the bottom of the newsletter, or by emailing us at