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Covid-19 disrupted Thomas Edwards’ academic journey. While studying for a bachelors degree in business at the prestigious Manchester Metropolitan University in the UK, he had to adapt to remote examinations as the pandemic hit.
For Edwards, this shift to digital platforms during exams was destabilizing and completely changed his experience.
Based on his experience with online learning, he made the decision to pursue a conventional in-person masters degree. He enrolled in an MSc Management in International Business program at the renowned Grenoble Ecole de Management in France from 2021 to 2023.
Edwards explains, “The experience of Covid made me want to be part of a community. A lot of the value from business school is not what you learn in the classroom, it’s the people you meet and connections you make.”
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Edwards’ story signifies a growing desire for on-campus education, particularly among younger students who seek a more personal learning experience.
During the Covid-19 restrictions, degree programs had to adapt to online delivery. However, this shift was met with reluctance from masters in management (MiM) students. Many of these students had already faced disruptions in their undergraduate studies due to the pandemic and expressed dissatisfaction with virtual teaching.
Roland Siegers, director of external engagement and early career programs at ESMT Berlin, explains, “This generation has a deeply rooted skepticism against online learning.” ESMT has since transitioned back to predominantly in-person teaching for MSc programs.
These findings align with the results of the recent Tomorrow’s Masters study conducted by education consultant CarringtonCrisp and the EFMD management development network. The study revealed that the preference for online or blended study among prospective masters students has decreased to 29% this year, down from 38% in 2022. Nearly half of the 1,755 global respondents now lean towards full-time on-campus study.
Andrew Crisp, co-founder of CarringtonCrisp, explains, “Many of them completed their undergraduate degree during Covid and missed out on some of the student experience, so they are desperate to get back on campus and make the most of it.”
While older MBA candidates appreciate online learning for its flexibility, the majority of MiM programs are still delivered full-time on campus. A few exceptions include the Robert H Smith School of Business at the University of Maryland, which introduced a new online Master of Science in Management Studies alongside its traditional on-campus program.
Rellie Derfler-Rozin, academic director of both programs at the Smith School of Business, notes, “Following the pandemic, we learnt we can do more things online.”
However, many academics emphasize the importance of incorporating online learning into masters programs to prepare students for virtual collaborations in the workplace.
Céline Foss, program director of the MSc Management in International Business at Grenoble, believes that providing students with online experience is important, as they are likely to work partly from home in the future. Grenoble’s program leverages technology to connect students with professionals worldwide.
Beyond acquiring knowledge, the social connections and networks built through campus study remain a significant appeal. Nicolas Arnaud, director of programs at Audencia Business School, emphasizes the responsibility of educators to guide students in developing their professional and personal identities.
Some institutions have found a balance by offering students the option to complete one semester fully online, while still maintaining some in-person learning. The goal is to find the right balance between online and in-person education.
As technology advances, there is hope for more immersive and interactive virtual environments that can rival the in-person education experience. David Suarez, vice-dean at Spain’s IE Business School, states, “We need to go beyond webcams.”
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