Study of factors influencing the choice of educational programs by applicants at the Russian State University for the Humanities

The study, which results are presented in the paper, was carried out to evaluate the effectiveness of advertising campaigns and methods of attracting applicants at the Russian State Humanitarian University (RSUH). Based on the analysis of applicant questionnaires, the study identified key insights relating to the perception by the target audience of advertising made by educational institutions and its preferences when choosing a university.

Key findings include the lack of visibility of RSUH advertising, considering the university as a fallback option, the importance of clear information on a university website, the reputation of the institution, and the weight of personal recommendations. It is also noted that individualized communication and consideration of specialized educational programs can increase the university’s chances of attracting students. The analysis also revealed shortcomings in working with potential applicants, in particular, the weak activity of university departments responsible for attracting and supporting applicants.

Recommendations include strengthening advertising efforts through a variety of channels and formats, including video content and social media, as well as improving the user experience on the university’s official website. The need to work on the reputation of the Russian State University for the Humanities and the active use of successful examples of students and graduates to create a positive image is emphasized. In addition, the focus is made on the importance of holding interesting and memorable events under the RSUH brand to establish contact with applicants.

In conclusion, it is proposed to further study the issue with an expanded sample of questionnaires, which will allow obtaining a more extensive and de tailed understanding of the preferences and expectations of applicants, as well as more accurately formulate a strategy for attracting students.

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