A fair point, but I'd check out direct marketing rules and regulations as well as the marketing preferences you might have gathered from each intake as well.
Where students see Facebook as 'social life' and @.ac as 'educational life' and might want to keep a distinction between the two, targeted advertising is likely to be seen as intrusive. The ICO has a few tales of people who assumed that marketing rules didn't apply to them who were proved wrong.
Regards,
Owen
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