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Event Marketing as a Tool of Attraction of University Applicants

Student: Skovorodina Elizaveta

Supervisor: Mikhail I. Zhilyaev

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 8

Year of Graduation: 2019

Nowadays the education market is developing rapidly, forcing higher education institutions to look for new ways to attract students. One of these ways is event marketing. However, most of the activities for applicants are not original and do not use new formats. In addition, universities do not segment the target audience of applicants, which seems necessary. This paper study the segmentation of university applicants by the type of their motivation to enrollment, and the effect of motivation on the characteristics of events that are preferred by applicants. The work describes the characteristics of events that are most preferred by high school students, which will make it possible to use event marketing in the future to attract applicants more effectively.

Full text (added May 15, 2019)

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