2025年学生招募情况 硕士生

Master’s students Master’s students recruitmenttrends in 2025w w w . k e g . c o m The State of StudentRecruitment in 2025 In today's competitive recruitment landscape, understanding what drives student decisionsisn't just helpful—it's imperative. That's why I'm excited to share Keystone Education Group'smost extensive student analysis yet, drawing on responses from 42,000 prospective studentsacross 150 countries, including 13,361 Master’s students. This isn't just another data set - it's a roadmap for universities in anevolving education market. 13,361studentsinterested inMaster’s studyData from: Our2025 State of Student Recruitmentreport reveals what drivesstudent decisions, and how these insights can inform your marketingstrategies and make 2025/26 your most successful recruitment yearyet. By Saba DavenportChief Marketing OfficerKeystone Education Group Top international study destinations forMaster’s students in 2025 When we look at ourState of Student Recruitmentdata across all study-levels (includingBachelor and PhD) it shows growing diversification in international destinations. While the UK,US, Australia, and Canada remain popular, they are losing ground to European and Asiancountries. However, at Master’s level, theUKhas ‘extended its lead’ over the US since 2024, while Canadahas dropped two places compared to last year. Australia has also dropped from 6to 7.thth Luxembourg is popular at Master’s level but doesn’t make the top 10 when looking at all studylevels - showing a certain appeal with Master’s students. Master’s students prefer full-time, on campus study of Bachelor’s68%compared to73%of Master’s studentswant to study full-time Business & Economics tops internationalMaster’s interest Steady interest in Business& Economics Business & Economics is the topsubject at both Master’s andBachelor’s levels in 2024 andagain in 2025. Computer Science isn’t as popular at Master’s level study as anticipated. Only 7% want tostudy Computer Science in 2025 at this level, compared to 11% of Bachelor’s students. Our data shows younger audiences are more interested in Arts & Humanities, with interestdeclining the older the student is. Student motivations Master’s students are motivated to go into higher education to progress in their existingcareer more so than other study levels - 39% of students said this was their top reason tostudy a Master’s compared to 23% of Bachelor’s students. ‘Having an adventure’ is also a greater motivating factor for Master’s (29%) and Bachelor’s(34%) students, compared to only 22% of PhD students. The opposite can be said about studying ‘to challenge myself’. Master’s students are the leastmotivated by this factor. Top reasonsMaster’sstudents wantto study Top reasonsallstudents want tostudy To develop useful skills14To develop my skillsTo qualify for further study2To qualify for a specific career5To progress in my current career3To have an adventure To develop useful skills14To develop my skillsTo qualify for further study2To progress in my current career5To qualify for a specific career3To have an adventure The most important factors in a Master’s program Affordable fees Work placements orinternships ‘Work placements and internships’ aremost important for Master’s students, withover half citing them as the mostimportant factor in a program, comparedto 44% at PhD and 49% at Bachelor’s level. Master’s students consider theprogram before the school We asked : Which do you consider first? The programwas the top priority for students until 2023, largely due to student focus onpractical, individual skills. Its influence dipped slightly in 2024 and 2025 acrossallstudylevels. However, it remains most important to Master’s students—50% ranked it highest in 2025,up from 48% in 2024— and compared to 40% of Bachelor’s students. In contrast, Bachelor’s students are placing more value on the school itself—40% ranked itfirst in 2025, up from 34% in 2024. The country is the least important out of the three for Master’s students, with studentsplacing greater importance on the value of a degree and the quality of the institution. Top barriers to studying a Master’s abroad We asked Master’s students what motivates them to study in their home country instead ofabroad to gain insight into their decision making. The top reasons to study domestically are: Studying abroad is too expensive 2I don’t want to leave family and friends37% Don’t feel eligible (language) Many students hesitate to leave family and friends—especially Doctorate students, but also37% of Master’s and over a quarter of Bachelors students. As countries like the UK, Canada, and Finland tighten rules on dependents, such concerns willgrow. Institutions can't change policies but can support candidates by clearly signpostingrequirements. 15% of Master’s students said they didn’t feel the benefit of studying internationally - a highnumber compared to just 9% of domestic students. Influences Th