The purpose of this paper is to examine different MBA programmes of the generalist track currently on offer in Germany, compare their differences and their providers’ marketing efforts and find out if there are advantages for a job applicant with an MBA degree and what the nature of these advantages might be for businesses. A substantial part of the study focuses on former military personnel, and their career opportunities backed up with an MBA degree. The study consists of three major parts: a market survey of General MBA programmes, a questionnaire of employers of different business sizes and branches, and a survey of former related studies. The results display that the image and special benefits of each MBA programme correlate to the pricing to a certain degree. The results of the questionnaire are only of partial relevance, as the results vary in their statistical significance. In essence, it has been found that the meaning of the MBA for career opportunities in Germany is rather low, but several valuable guidelines for business schools and marketing strategies could be extracted from the gathered data.
Patrick R. Schütz (Thu,) studied this question.