“We've shifted a lot of expenditure from print to online marketing,” says Anthea Milnes, recruitment and marketing manager at Oxford University's Sa?d Business School. “There's still a mix, but by far the larger portion of our marketing spending now goes on digital marketing.”
The use of online media by business schools is varied. Leading institutions such as Stanford and Insead have set up pages on Facebook, for example. Sa?d has a range of offerings, from a channel on YouTube to a blog spot.
Schools also use facilities such as Google's discussion groups and have presences on Apple's iTunes U, which enables higher education establishments to use podcasts to distribute lectures to students and staff.
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