This report assesses prospective student demand for specific graduate management education (GME) program types, both in terms of the program types they "consider" and the program types they "prefer." Prospective student profiles highlight key differences among those who prefer different program types. The report also examines prospective students' program design and study destination preferences. The Graduate Management Admission Council® (GMAC®) surveyed 9,471 individuals who registered on mba.com--the Graduate Management Admission Test® (GMAT®) website for prospective graduate business students--between February and December 2017. Each month, a random sample of individuals who registered on the website three months earlier were invited to participate in this ongoing research study. Findings in this report are also based on analysis of data collected in calendar years 2009 through 2017 from more than 126,000 individuals. Key findings include: (1) The Master of Business Administration (MBA) remains the predominant credential sought by prospective students; (2) Business master's program types are experiencing growth and shifts in candidate consideration; (3) Most prospective students are considering alternatives and have reservations that could impact their decision to pursue business school; (4) There are distinct profiles of prospective students based on their program type preferences; (5) Prospective students' program design and course delivery preferences are diverse. One-size does not fit all; (6) Prospective students seek a varied curriculum in the classroom, and opportunities to grow their experience outside the classroom; and (7) Prospective students' desire to study internationally has leveled off, and fewer want to study in the US.