Is iTunes U the next essential step in University marketing?

The word that appears to be on most education marketing professionals lips at the moment is iTunes U. Whether you're a lover of it or slightly cautious of it, it's hard to sit on the fence - everyone's got a view! Also it can hardly be ignored as iTunes U has now come of age generating  global downloads 250 million this year.

Also there are some great success stories. For example; Open University's iTunes U channel is hugely popular. and it was the first institution to break the 20 million downloads threshold.  They point their success to providing content linked to current and popular OU courses. The channel allows students to incorporate content into their studies and others around the world can also tap into shared resources for free.