Cross-cultural Features of Educational Services Advertising

Student: Buikina Polina

Supervisor: Yulia Taratuhina

Educational Programme: Business Informatics (Bachelor)

Year of Graduation: 2020

Because of the globalization many areas are being changed. The area of education is one of them – it has changed dramatically in the recent years. Every year more and more students decide to study abroad. Attracting international students is a priority goal in many countries. However, duy to the lack of research papers in this area, at the moment it is not clear how the university should build its advertising strategy in order to attract students from other countries: which channels to use, what kind of information to put on the official website and how to present it correctly. The purpose of the research is to determine the criteria for effective marketing of educational services, as well as to identify importance of taking into consideration cross-cultural features while preparing the advertising strategy. As a result of the research, recommendations for the effective promotion of Russian educational services on the western markets are going to be developed.

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