UCLA

Compared to other graduate programs in law and medicine where women represent 50 percent of incoming cohorts, business schools attract fewer women despite extensive outreach programs and budgets. This study investigated the decision-making process of women who decided to apply to full-time MBA programs. The study will contribute research to help bridge the gap by looking at women who have successfully applied to and enrolled in an MBA program using business school marketing material content analysis, event observation, online surveys and interviews. The sample was comprised of 59 survey respondents and 33 interview participants from two highly-ranked business schools. Once the data were collected, I identified patterns relating to resources and influencers, admissions criteria, costs, and benefits considered by MBA students during the application process. I compared data across the methods to identify similarities and differences between students and the two business schools. My findings showed that female students value key resources including websites, rankings, and interpersonal experiences when looking at MBA programs. Students mentioned the financial costs associated with the MBA program, but non-pecuniary costs including moving away from family and reduced time with loved ones emerged as concerns. Benefits to pursuing an MBA outweighed the costs for the students, leading to personal and professional development opportunities. My findings suggest that business schools must be able to demonstrate the value of an MBA through the various communications and marketing methods while providing prospective students with a realistic view of what the full-time MBA experience entails and the resources available during the program.