how should I compare the price of Executive MBA with its potential benefit for a first-time applicant?

Compare the full cost with the programme's relevance, credential, learning support, flexibility, time commitment and likely usefulness for your specific goal. A lower fee is not automatically better value if the programme does not solve your actual need. The value calculation for Executive MBA should therefore include time away from work, total fees, learning support and the usefulness of the credential—not just the advertised price.