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Marketing for CAT and MBA entrance coaching: a mock test is your brochure.
MBA aspirants are graduates and working professionals who research hard, compare everything and trust percentiles more than promises. The institute that gives them a useful free mock test gets the first conversation.
The short version
- Two audiences: final-year students and working professionals, with different schedules and budgets.
- CAT is held in late November. Enrolment peaks from January to June for the next attempt.
- Free mocks and percentile predictors beat any brochure.
- LinkedIn and search reach working professionals; Instagram and YouTube reach students.
- Measure mock-taker to enrolment, and report cost per enrolment.
Who is buying
A final-year student preparing for CAT wants structure, peer competition and a weekend classroom. A working professional wants flexibility, recorded lectures and a clear plan that fits around a job. Both compare three or four institutes on mentors, mock quality and past percentiles before paying. Many also prepare for XAT, SNAP, NMAT or GMAT at the same time.
The season
| Period | What aspirants do | What we run |
|---|---|---|
| January to March | Decide to attempt, pick an institute | Free diagnostic mock, strategy webinars, early-bird batches |
| April to July | Foundation building, more working professionals join | Weekend and online batch campaigns, LinkedIn targeting |
| August to November | Registrations, mocks, final revision | Mock series and crash courses, retargeting |
| After CAT, December to March | Other exams, interviews, results | GD, WAT and interview prep, and campaigns for next year’s aspirants |
What we run
- Free diagnostic mock with a percentile report. The strongest lead magnet in this category.
- Search ads on CAT coaching, online CAT classes and city terms.
- LinkedIn for working professionals by function and seniority, where the audience justifies the cost.
- Mentor content. Short videos of your mentors solving real questions.
- Webinar funnels for strategy sessions, with WhatsApp reminders and recordings for no-shows.
The numbers we watch
- Cost per mock registration and mock completion rate.
- Mock-taker to counselling call, and call to enrolment.
- Cost per enrolment, split by student and working professional.
- Mid-course drop-off, which usually points to the wrong batch format.
Mistakes we see
- Selling one batch format to both audiences.
- 99 percentile claims without the student’s consent and details, which the CCPA 2024 guidelines now require.
- Starting campaigns in August, when most serious aspirants have already chosen.
Questions we get asked
When do CAT aspirants choose a coaching institute?
Most choose between January and June for the exam in late November. Working professionals often join a little later, so campaigns for them keep running into July.
What is the best lead magnet for MBA entrance coaching?
A free diagnostic mock with a percentile report. It is useful to the aspirant, qualifies them and gives your mentor a reason to call.
Do you use LinkedIn ads for MBA coaching?
For working professionals, yes, when the audience size and batch price justify LinkedIn’s higher cost. Students are usually cheaper to reach on Instagram, YouTube and search.
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