Communication Strategies of Russian Universities in the Promotion of Educational Services in the CIS Countries

This study is devoted to the communication strategies of Russian universities in the promotion of educational services in the CIS countries. The work is based on the study of the concept of communicative strategy, its structure, as well as the experience of promoting educational services of universities. All stages of the formation of a communicative strategy, types and applicability to the promotion of educational services are considered in detail. The problem to which this work is devoted is that, at present, Russian universities do not effectively use communication strategies to promote Russian educational services in the CIS countries. This work will help to answer questions about the effectiveness of the use of various communication strategies, methods of their application, as well as the tools that are used in these strategies. In this study, an interview conducted with the heads of the department for attracting foreign applicants of the Higher School of Economics and a survey among applicants from the CIS countries who plan to enter HSE is used as a method. In the course of the study, the results were obtained that will help to build the communicative strategy of the Russian university to promote educational services in the CIS countries. Also identified are some features that will help adjust the communication strategy for certain CIS countries. The work revealed the factors that most influence the decision on the admission of foreign applicants from the CIS countries to Russian universities. An analysis of the activities carried out by HSE in the territory of the CIS countries in order to attract students.