Alma Mater
ISSN 1026-955X
Vestnik Vysshey Shkoly (Higher School Herald)
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Building an algorithm for attracting consumers of University educational services based on benchmarking technologies

N.R. Khachaturyan
80,00 Р

UDC 37.07:338.4    


N.R. Khachaturyan is Cand. Sci. (Economy), Ass. Prof. at Rostov State University of Economics e-mail:


Presented is an algorithm for attracting consumers of educational services to higher education institutions based on benchmarking technologies, tracking the needs and trends in modern education in a specific market in a given period of time. The scientific novelty lies in development and formulation of the concept of “real and virtual criteria for choosing educational services”, that form preferences and needs of potential applicants, which should be based on the study and generalization of experience of career guidance available at the university. The study was conducted on the basis of Rostov state university of economics in the format of career guidance work in the process of questioning applicants and their parents, monitoring available information of the admissions committee. The relevance is confirmed by existing non-standard socio-economic, communication and technical conditions for obtaining educational services, as well as the specifics of activities of a particular university and a sharp reduction in potential applicants in certain areas of educational standard. The results reflected criteria of attractiveness of the university for applicants, as well as their view on motives, incentives and evaluation of the university, educational services, prospects for gaining experience and skills in the specialty. Generalized results of the study were discussed in August 2020 and used by the author in development of a career guidance project to attract consumers of educational services of the university in 2021.

Key words: educational services, the needs of potential university applicants, benchmarking technologies, real and virtual selection criteria, the algorithm for attracting consumers.



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