Executive summary
In 2015, the University of Birmingham (UoB) launched its first suite of online programmes with Risepoint, including the introduction of the online MBA. This programme made history as the world’s first fully online MBA to receive formal accreditation from the Association of MBAs (AMBA). In 2024, UoB updated and re-launched the programme to enhance its appeal in today’s competitive marketplace, making the online MBA even more flexible and career relevant.
Key results
The first of its kind: UoB’s initial launch of the fully online MBA
The University of Birmingham is a globally renowned institution and member of the prestigious Russell Group in the United Kingdom. In August 2015, it launched its first suite of online programmes supported by Risepoint, including the introduction of the online MBA. This programme quickly became the flagship offering of the partnership and made history as the world’s first fully online MBA to receive formal accreditation from the Association of MBAs (AMBA). The transformative programme grew to attract a diverse global audience of like-minded learners seeking to advance their careers into leadership roles.
Enhancing to differentiate in a competitive marketplace
Demand for online MBAs has grown significantly over the past decade, driven by advancements in technology, the increasing need for flexibility, and professionals’ desire to enhance their skillset without interrupting their careers. This has led to a fiercely competitive marketplace, with emerging competitors and low-cost alternatives making it increasingly challenging for programmes to differentiate themselves.
Building on the initial success of the online MBA and aiming to stay relevant in the global marketplace, the University of Birmingham collaborated with Risepoint in 2024 to re-launch the programme and enhance its appeal to working professionals worldwide. The new and improved online MBA is even more flexible and career relevant.
The updated online MBA programme includes several key features:
- Full flexibility: Students can seamlessly switch up to three modules between campus and online, with the curriculum fully aligned with the campus-based version.
- Enhanced networking: Optional credit-bearing residencies in four global locations provide opportunities for students to connect in person over five working days.
- Reduced duration: The programme length has been shortened from 30 to 24 months, allowing students to earn their MBA more quickly and aligning the programme with competitors.
- Curriculum choice: New pathways and specialisms in marketing, international business, innovation, engineering, and healthcare allow students to tailor their studies to their career goals.
- Career relevance: All assignments are designed to be directly applicable to students’ industries, enhancing real-world relevance.
- Final project: Students can choose between a research-based dissertation or an executive-style consultancy report for their final project.
- Purposeful leadership: The introduction of a reflective and developmental module enables students to explore their leadership skills and career aspirations, aligning them with their personal values.
“It is a programme designed in collaboration with our corporate partner, exposing students to real-world challenges across the corporate, charitable, and public sectors. This ensures that students understand how their learning directly applies to their careers.”
Outcomes: Increased enrolment and retention and international recognition
Since its relaunch, the University of Birmingham’s online MBA has experienced a remarkable year-over-year enrolment growth of 103%. The programme continues to uphold its international appeal, with the most recent annual cohort welcoming students from 39 different countries across the globe. This diverse intake has contributed to a dynamic and engaged student body of nearly 300 active students, 68% of them studying from locations outside of the United Kingdom.
These strategic enhancements have not only expanded the programme’s global footprint but have also driven substantial improvements in key sales metrics. Specifically, enquiry-to-start conversion has surged by over 157% year-over-year. Student recruitment teams have also reported an overwhelmingly positive response to the updated curriculum and its impact on attracting top-tier candidates. Student retention teams are sharing early signs of increased outcomes, too, with term-over-term progression increasing from an already impressive 89% to 96%.
Furthermore, the programme’s international recognition has reached new heights. In 2024, the Financial Times ranked the University of Birmingham’s online MBA as 9th in the world, highlighting its strong position in the marketplace. In 2025, UoB maintained a top 15 online MBA ranking. The programme has also earned 2nd place worldwide for its career services – with average graduate salaries reaching $136,926 (£104,180) per year – and 5th place for global mobility, underscoring its innovative design, exceptional extracurricular offerings, and robust networking opportunities.
Conclusion
The University of Birmingham earned international recognition for innovative education solutions with the initial launch of its fully online MBA programme. With the competitive market shifting to require more flexibility, career relevance, and global networking opportunities, the university adapted and once again leveraged online learning to attract a diverse cohort of students.
