The University of Nebraska–Lincoln College of Business student body grew to 4,398, a 3.1% increase, according to the fall census taken Sept. 2. Strong recruitment and marketing and a record-setting retention rate fueled the growth.

"Growing a world-class business school is a collaborative effort. Being a school that students want to attend is a credit to our dedicated and passionate faculty, staff, alumni and friends," said Kathy Farrell, James Jr. and Susan Stuart Endowed Dean and professor of finance.

College Welcomes Largest Freshman Class in History

An 11.1% increase in first-time freshmen — with 909 students joining the college — spurred the growth. First-time freshmen increased by 25.2% since 2021.

"We're excited to welcome our largest class of first-year students ever," said Laurie Miller, associate dean of undergraduate programs and curriculum and associate professor of practice in economics. "These new Huskers see the value of a business degree and want to lead the future of business. Our academic programs receiving the largest increase in students are crucial to meeting Nebraska's workforce needs."

The census recorded significant gains in business and law (86.8%), actuarial science (43.2%), accounting (32.4%) and finance (21.7%). The freshman class saw a 13.9% increase in Nebraska residents and a 125% increase in international students.

"We've seen a significant increase in the number of women entering the College of Business," said Kendra Ritchie, director of recruitment. "Many are inspired by alumni like Morgan Shaw Parker of the Atlanta Dream and Sue Wilkinson of Ameritas, who set powerful examples."

Zak Abler, a freshman accounting major from Pierce, Nebraska, highlighted how recruitment efforts influenced his decision to enroll.

"I attended Discover Accounting during my recruitment and met Jill Trucke," he said. "Meeting her gave me a resource many don't have, and now I have a class with her. I'm looking forward to continuing to dive deeper into my major."

Discover Accounting is one of three free summer programs offered to high school students to explore business careers. These efforts, led in part by the Enrollment Management team, introduce students to business majors early.

"In the last three years, we've spent a tremendous amount of time educating high school students about business majors and career paths," said Ritchie. "Given that business coursework is not a high school graduation requirement, most K-12 students are not aware of opportunities or career paths in business fields. By providing workshops, we give students a taste of what the College of Business offers."

Abler also connected with the college's strong community, which counters the stereotype of business schools being cutthroat.

"I felt confident I would receive the best education and experience at Nebraska. The College of Business has a community-oriented foundation, which really drew me here," he said. "I am a small-town Nebraska kid with big goals and the determination to achieve them. I'm now a part of the Inclusive Business Leaders cohort, and it is one of the many programs the College of Business offers to support their students."

Undergraduate Student Retention Increases to Record Level

Student retention efforts also support enrollment growth. Preliminary data shows a record-setting 87.2% of first-year College of Business students in 2023 returned to the university for their sophomore year, and 78.3% remained business majors.

"The College of Business has built a strong community that resonates with our students," said Rachel Larson, assistant dean of academic and career development. "They benefit from one-on-one interactions and peer-to-peer mentoring programs. For example, every first-year student receives coaching on how to excel using their natural talents."

The college's student services, including academic advising, career coaching, and free tutoring, alongside specialized programs like the Nebraska Business Honors Academy, Inclusive Business Leaders and Entrepreneurship Catalysts, create a strong sense of belonging, Larson said.

The college also offered a record $1.4 million in scholarships for business students this year.

"Many of our students rely on scholarship support to pursue their education, careers and business dreams. There is a direct correlation between the scholarships we can award to the success of our recruitment and retention efforts. We sincerely appreciate our scholarship donors for enabling students to focus on their studies and take advantage of everything we offer including cohort-based programs, special events and competitions," said Farrell.

Graduate Programs' Growth Led by Online MBA

Graduate enrollment grew by 8.5% to 573 students, led by an increase in the online Master of Business Administration (MBA).

"The incoming MBA class of 2024 is 22% larger than last year. These students bring an average of 7.5 years of work experience, and we saw a 14% increase in women," said Gretchen Holthaus, director of MBA and online graduate programs. "Looking at all of our current MBA students, we are close to representing all 50 states and have 15% serving in the military."

The Princeton Review ranked the MBA@Nebraska program #7 in the nation and #1 in Nebraska in July. This fall, the MBA program celebrates 60 years with an MBA Reunion on Nov. 2.

"We prioritized offering a high-quality, affordable MBA program," said Aaron Crabtree, associate dean of master's programs and executive development, KPMG Faculty Fellow in Professional Accounting and associate professor of accountancy. "Our graduates report average starting salaries over $140,000, and we've kept the MBA under $34,000 compared with other top-ranked programs costing more than $98,000, ensuring a high return on investment for our alumni."