2/6/14 U.S. News & World Report has been in the education ranking business since 1983, when it launched its first Best Colleges report. Since then, it has expanded the rankings to include graduate schools, high schools, world colleges and universities and, of course, online educational programs. Online educational programs have been increasing in the last 10 years at a faster rate than traditional classroom-based higher education, according to Babson Survey Research Group, which has been tracking online education for 10 years. Online enrollment in degree-granting programs comprised 9.6 percent of total enrollment in 2002; in 2011 it was up to 32 percent.
Ease of access to online programs has made the competition for potential students more intense, which means universities have to step up their advertising and marketing efforts to build brand awareness and attract the best students from all over the world.
Online marketers in any industry have the added challenge of competing for users who seek information through social media, search engines, mobile devices, online forums, infographics, and videos, in addition to traditional non-digital sources.
One highly competitive area – online business degrees – is especially interesting to look at because it has shown very high growth in the last 10 years. From 2011 to 2012, 66 percent of online MBA programs reported an increase in applications, which outpaced growth in classroom-based programs. Let’s take a look at what MBA schools are doing to attract applicants.
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