An analysis of MBA enrollment challenges in a Vietnamese Public University

Abstract

This thesis investigates the persistent decline and instability in student enrollment in the Master of Business Administration (MBA) program at University D. Using a qualitative case-study approach, the study analyzes internal records, semi-structured interviews with university administrators, faculty members, prospective students, and industry representatives, as well as relevant literature. The findings indicate that while high tuition fees and facility relocation contribute to enrollment challenges, the primary problem lies in the misalignment between the MBA curriculum and industry expectations. The program’s strong research-oriented design, limited industry engagement, and ineffective participation of industry representatives in curriculum review processes have reduced its perceived practical value and employability outcomes. Based on problem and cause validation, the study proposes curriculum revision with enhanced industry collaboration as the most viable solution, supported by an implementation and post-revision recruitment strategy to restore the program’s competitiveness and attractiveness.