A sharp rise in international postgraduate acceptances has given UK higher education a welcome boost to start 2025. According to The PIE News, UniQuest—the UK-based student engagement, conversion, and retention specialist—analysed over 40,000 applications and found that firm acceptances increased by 31% in January 2025 compared to the previous year. This growth was driven largely by business and management postgraduate courses, which saw a 17% year-on-year increase.
This increase isn’t just in the UK. According to the Financial Times, global MBA applications rose by over 13% last year as professionals look to upskill or change during economic uncertainty. The MBA is regaining relevance as people rethink their next move in an unstable job market. With visa policies tightening in Canada and Australia, the UK is becoming a more attractive option for globally mobile students—especially from India and South Asia. According to UniQuest, the rise is driven by policy improvements and quicker admissions processes.
It’s a strong start for UK universities—but while demand is growing again, it’s also evolving.
New students, new expectations
Today’s MBA candidates are not just looking for a reputable business school. They want flexibility, affordability, and career-aligned returns. There’s a rising preference for hybrid models blending online and in-person learning alongside a steady return to full-time, on-campus courses. Interest in fully online MBAs is declining as students increasingly prioritise personal connection and hands-on learning.
Specialised MBAs are gaining serious traction—particularly those focused on AI, data analytics, and digital marketing. Equally important is strong values focus. Ethical leadership, inclusion, and sustainability continue to be prioritised with candidates driven by long-term impact over immediate financial return.
It’s not all about the classic MBA anymore. Mini-MBAs, professional qualifications, and online alternatives like Coursera and The Power MBA are changing how business education is delivered. More than half of students are looking into these options as they search for learning that fits their lives and budgets.
Finance is still a major barrier
While career progression remains the main motivation for pursuing an MBA, cost is still a main concern. Many students cite tuition fees and the prospect of student debt as major deterrents. Scholarships, financial aid, and innovative funding options are more important than ever in removing barriers and broadening access.
Even with international interest on the up in early 2025— challenges remain. Visa restrictions, financial pressures, and political uncertainty continue to influence decision-making. Those who do pursue international study are often focused on their ROI: global career opportunities, international networks, and even a strong alumni base.
What influences their decision?
Students are doing more independent research than ever. Google leads the way, followed by LinkedIn and other trusted sources such as The Economist. While rankings like the Financial Times Global MBA Ranking still play a role, decisions are increasingly shaped by course content, faculty expertise, and how well a course aligns with personal career aspirations.
How Hunterlodge can make your MBA message clear.
At Hunterlodge we stay ahead by turning data-driven insights and emerging trends into high-performing MBA advertising campaigns. We analyse what drives prospective students and craft precision-targeted strategies. From hyper-targeted digital outreach and geofencing at key events to leveraging premium media platforms and personalised messaging, we ensure business schools attract top candidates while strengthening their brand in a competitive market.
Hunterlodge has been involved in many MBA campaigns. These include a collaboration with Cambridge Judge Business School, which achieved a 30% increase in female applicants, a 25% rise in website visits, and a 7% growth in MBA applications, surpassing all targets. By utilising platforms like Financial Times and Chase Dream, along with AI-powered precision targeting, we attracted talent from 24 countries. With a 460% ROMI—£4.60 generated for every £1 spent—we ensure business schools maximise recruitment impact and brand visibility.
In another initiative, we partnered with Henley Business School to create ‘The Career Workout’, a self-coaching tool designed to assist prospective postgraduate and MBA students in clarifying their career strategies. This content-driven approach addressed the evolving needs of students seeking flexibility and targeted learning, resulting in nearly 30,000 participants engaging with the tool during the campaign period. Additionally, a supporting webinar attracted 123 registrations and 82 participants, demonstrating the effectiveness of interactive and personalised content in engaging potential applicants.
Get in touch today: kim.mclellan@hunterlodge.co.uk