Using eBay To Advertise A Business School

from the interesting-method-of-hype dept

While some business schools don't seem to understand technology at all, others are looking for ways to leverage it. It appears that Nyenrode Business Universiteit in the Netherlands has understood the lesson that selling something different on eBay is a new form of advertising. They decided to auction off two scholarships to the school -- one from the US and one from China. Basically, the deal goes to the highest bidder who also gets into the school via his or her application. The US bidding ended up near the price of regular tuition, but the Chinese one came out to be a bargain. The school comes out of it well -- they get a lot of attention in these two markets where they're hoping to attract students, and the only real fee is the lower tuition they'll be getting from these two students. Of course, it could also be seen as a test of economic skills on the part of applicants, as one professor at the school explained: "If someone bid over the price of tuition, we'd accept it, of course. But then we might have to give him a lesson in economics once he got here."

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