Thank you for your participation in the Education UK Business School Roadshow in Washington, DC & New York City, USA in February 2017. This programme marked British Council USA’s pilot postgraduate (PGT) recruitment roadshow in business management education.

The purpose of this report is to provide a summary of the event, including feedback from event visitors and participating Higher Education (HE) institutions’ as well as other useful information. We trust that this report will enable you to report return on investment and assist with future decision making.

After study abroad and exchange, PGT taught students make up the largest group of Americans studying in the UK, and this number has steadily grown year on year. Business and administration studies is the second-most popular field of study for American PGT taught students in the UK after social sciences. The Education UK Business School Roadshow was designed in response to the potential for growth in the US PGT recruitment market and demand from HE institutions for PGT recruitment activities in the US.

The British Council USA worked with Southwark Consulting to conduct market research on the needs of UK business schools, to recommend target locations for the roadshow, to map the field of US partner organisations and HE professionals involved in PGT recruitment in business and administration studies in the US, and to advise on the schedule of events, key marketing messages and promotion avenues.

The roadshow targeted New York City and Washington, DC, two US cities that have dense concentrations of bachelor degree-holders and postgraduate business management education candidates. Events were split between evening receptions targeting high quality prospective students and afternoon briefings for professionals involved in advising prospective students on graduate school options.

The roadshow was co-funded by GREAT and 15 representatives from 14 UK institutions (Listed below in the Appendix), that positively engaged with prospective students, alumni and education professionals providing them with information about pre-experience Master’s and MBA options at their institutions.

Alongside the main roadshow events, we held delegate briefings with administrating bodies for graduate school entrance tests such as the Graduate Management Admission Test (GMAT) and Graduate Record Examination (GRE). Topics covered include graduate management education trends in the US and market intelligence and promotion services available to HE institutions.

At British Council USA we highly appreciate your support, and hope that we can continue to provide valuable marketing services in terms of both our face-to-face events and also our range of other targeted activities during the year. We hope to see you again at our next event.