Student Recruitment Strategy of Saint-Petersburg State Agrarian University

The project idea is developing a strategy for attracting applicants which would take into account the specificity of the motivation for choosing agrarian universities and be adequately embedded in the development program of the Federal State Budgetary Educational Institution of Higher Education "St. Petersburg State Agrarian University" for 2020 - 2024 years. The strategy of attracting applicants should be adequate to the challenges of the 21st century, capable of ensuring a high-quality recruitment of applicants and economic success. A well-formulated strategy allows you to organize and allocate the limited resources of the university in the most effective way, taking into account changes in the external and internal environment. To a certain extent, it forms the way of thinking of potential applicants and society. Within the framework of the project, the following tasks were solved: analysis of theoretical approaches to the definition and content of strategies for attracting applicants to higher education institutions was carried out; the main factors affecting the situation of sectoral agricultural education in Russia are highlighted; analysis of marketing concepts for the promotion of educational services and strategic alternatives (directions) for attracting applicants was carried out taking into account the specificity of motivation for choosing agricultural universities. As a result, a strategy of applicants attracting of Federal State Budgetary Educational Institution of Higher Education "St. Petersburg State Agrarian University" was developed. Key words: applicant, strategy of applicants’ attraction, higher agrarian education, marketing concepts, educational services, agrarian universities, specificity of motivation of choice of agrarian universities.