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How business schools attract students

In France, there are hundred of business schools and all of them are expensive. Most of the students have to borrow from the bank to pay school fees. Indeed, for a bachelor, the most affordable school such as TELECOM costs 15.240 euros, but it can go up to 39.500 euros for EM Lyon, one of the most famous business school in France. This is why people can not afford to attend a business school without scholarship.

So why people are still interested in going to a business school instead of a university?

When we talk about business schools, we also think about marketing. Indeed, the strategy is the same for every business school. First, you have the cognitive stage which refers to the knowledge that people have about the service. It refers to their reputation, which means:

• If you have a diploma from a business school you have a 99.99% chance to get a job at the end of your third year.

• If you are in a business school you will have a good pay.

• You are their mentee, the school looks after you.

• You can pick your subject of study: marketing, accounting, management…

• You have the opportunity to do many internships.

• You are in an international environment.

• You will have a lot of fun with the “Student Association”.

• Your resume will be more valuable.

Then you have the affective/emotional/seduction part. The school will persuade you by introducing you to their “associations”. Business schools offer students the possibility to practice activities they like by joining a student association. There are many types of association: charitable, sporting, cooking, environmentalism… etc. Each association organizes different types of events. The most popular association is the BDE and the sporting. The BDE association is in charge of organizing parties such as the Halloween party, the Christmas party and a Gala for those who will graduate. The sporting association is in charge of organizing sport competitions between other business schools.

The last step of a good marketing strategy is the behavioural aspect: whenever potential students have doubts about a school, older students will talk to them and answer their questions. These students can receive a financial support to give a good image of the school. They will make speeches to promote their school’s programs, the atmosphere, the many events and friendship.

Universities’ and business schools’ programs are quite similar, the main difference being that in a university you will have to manage yourself, your orientation as well as your personal lifestyle. On the other side, in a business school you have until your third year to discover yourself and choose in which field you are more comfortable. Also, some universities are as famous as business schools but they don’t make as much promotion.

Business schools and universities may be the same but business schools have a great image in students’ mind. Indeed they use marketing tools to convince us that they are better than universities, but you can only know for sure once you’re in.

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