Improving the Effectiveness of Career Guidance in Universities: Marketing Approach

Abstract

The development of the country is directly related to the quality of higher education. In times of active development of information technologies, increasing the availability of information resources and their accessibility, the problem of choice as such is acute. The complexity of the choice is especially acute at the time of choosing a future university and specialty. In this context, it becomes relevant to study the effectiveness of communications between the university and applicants, and a set of standard for universities, career guidance activities. The purpose of our research is to identify the most effective communication channels between the university and applicants in order to assist the last ones in choosing a university and specialty. The research methodology is based on marketing tools using a systematic approach. The scientific works of Russian scientists in the field of marketing research and the results of surveys of students of Baikal State University (BSU) conducted by the authors served as an informational and empirical basis. The scientific novelty consists in the systematization of communication channels in terms of their relevance and taking into account the transmitted information when deciding on admission to a university and choosing a specialty. The article describes the results of studies of the effectiveness of career guidance measures on the example of BSU. The conducted research made it possible to identify the most popular career guidance activities and to identify the motivational mechanism for choosing a university and specialty.