VR Revolutionizing TUM School of Management's Marketing and Recruitment

TUM School of Management uses VR for immersive marketing and recruitment


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The TUM School of Management in Munich has embraced Virtual Reality (VR) to revolutionize its marketing and student recruitment strategies, collaborating with VRdirect to develop three immersive VR projects aimed at engaging prospective students and partners. These initiatives encompass a virtual campus tour, detailed information on study programs, and an interactive scavenger hunt game.

Employing VR in educational marketing offers manifold advantages. It provides unique engagement opportunities by allowing potential students to virtually experience campus life and facilities. This approach caters to diverse student interests and is accessible to global audiences, effectively bridging geographical barriers. Moreover, integrating VR reflects the school’s commitment to innovation in education.

The TUM School of Management’s adoption of VR for marketing has yielded impressive results, facilitating increased engagement and enhancing accessibility for students worldwide. By leveraging VRdirect's software, the department streamlined the creation and distribution of VR experiences, ensuring they reach their target audience effectively.

The initial VR project focused on a comprehensive campus tour, guiding viewers through key locations such as lecture halls, the cafeteria, and student facilities. This immersive experience not only showcased the physical campus but also provided insights into academic programs, enhancing remote exploration for international students. Metrics such as extended view times and high click-through rates indicated strong interest and engagement.

TUM - The 360° school guide

Subsequently, the school introduced a VR platform to present detailed information about bachelor’s and master’s programs, including fees and enrollment processes. This interactive Program Finder allowed prospective students to navigate through academic offerings, explore campus facilities, and engage virtually with faculty members. Such personalized experiences catered to individual student preferences and provided a deeper understanding of the academic environment.

A further innovative step was the introduction of an interactive VR scavenger hunt game, which involved participants answering quiz questions to navigate virtual rooms. This gamified approach not only entertained but also informed students during orientation events, achieving high participation and completion rates.

Overall, TUM School of Management’s strategic use of VR in marketing has demonstrated its effectiveness in captivating prospective students, enhancing recruitment efforts, and showcasing the institution’s commitment to technological advancement in education. This initiative stands as a testament to how VR can transform educational marketing by creating immersive experiences that transcend physical boundaries and resonate with a global audience.

Rrahul Sethi
June 26, 2024
5 min read