The Image of an University as a Factor of Applicant's Matriculate Choice

Student: Medvedeva Anna

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2018

In this paper, the author's goal is to identify the determinants that form an image of university's attractiveness for applicants. The problem of the following work lies in the fact that despite the acknowledged importance of such a factor as an image of a university in applicants' decision-making process for admission to a particular university, there is no sufficient information on this phenomenon. As a part of the work, the author conducted a sociological survey among pupils of 10-11 school years, as well as focus groups. The results of the research demonstrate that an image of the university percieved by an applicant is formed by such factors as opinion of the closest environment and the activity of the university in digital space. The study also showes that marketing and communication tools do not have an impact on pupils, although it could significantly change its attitude towards the university, formed by other factors.

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