ОСОБЕННОСТИ ПОСТРОЕНИЯ МОДЕЛЕЙ ОЦЕНКИ ВЛИЯНИЯ ХАРАКТЕРИСТИК ВЫСШЕГО УЧЕБНОГО ЗАВЕДЕНИЯ НА ВЫБОР ПОТЕНЦИАЛЬНЫХ АБИТУРИЕНТОВ

Abstract

The study identified university characteristics that may influence the choice of an applicant. A comprehensive assessment of the influence of these characteristics is given and several main hypotheses are tested. The first hypothesis is that the choice of applicants is significantly influenced by such characteristics of the university as the salary of graduates of this university; data was obtained from the site Superjob.ru. In the Russian Federation, universities may have a special status, such as the status of a federal, flagship, national research university or a university participating in the 5-100 program. The results of the latter were ambiguous, some universities improved their positions in international rankings, some worsened, while their positions in national rankings still improved, so the second hypothesis 2 is the positive impact of a university’s status as a participant in the 5-100 program on the choice of an applicant. The third hypothesis is based on the assumption that the university brand has a significant influence on the choice of an applicant. The variable characterizing the brand of the university is measured through the scores of the Interfax “Education” rating with the «Brand» parameter. The choice of an applicant may be influenced by the scientific activities of the university, but there should be significant changes in this characteristic. Consequently, when choosing a university, first of all, an applicant looks at the available career opportunities after graduating from this university. And this indicator is one of the most important. He also pays attention to ego branding and, to a slightly lesser extent, to the overall scientific work of the university. Educational institutions should participate in programs like the 5-100 program to attract more capable applicants. The technical equipment of a university is playing an increasingly important role since the modern world has changed greatly towards digitalization and for students, in addition to knowledge related to their specialty, it is important to be able to handle various technical means in order to be more in demand and competitive in the labor market.