What type of study is this?

This is a Literature Review study.

October 3, 2025

Business School Marketing Strategies for Enrollment Challenges in the Current Environment

Key Points

Business schools need to revise their curriculum, focusing on sustainability and technological change, to attract students effectively.
The research indicates a strategic shift towards online learning and creative internship opportunities can boost enrollment and retention.
Adopting effective marketing strategies, such as leveraging social media and identifying faculty influencers, is critical for success.
Implementing differential tuition may enhance financial strategies in addressing the competitive landscape of business education.

Abstract

This article aims to understand the implications and remedies for the recent turmoil in business school enrollment and retention. By reviewing the academic business literature on enrollment decline and by incorporating a traditional marketing strategy framework, we categorized the existing studies to come up with a list for success. We found that business schools must revise their curriculum with sustainability and technological change in mind. They must invest in hedonic aspects of business education, consider adding creative internship opportunities and incorporate innovative online learning initiatives. They must also identify faculty super influencers and use social media in their promotions. Finally, they must consider differential tuition and conduct a careful analysis of players in the distribution landscape.

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