Subject. The article considers the effectiveness of interaction between universities and applicants. Objectives. The aim is to investigate applicants’ preferences of in the context of desynchronization of the modern labor market and the education market. Methods. As part of the study, we conducted 46 personal interviews and interviewed 1,562 respondents, using an online questionnaire (51.9% from Moscow, 22.2% from the Moscow Oblast, 21.8% from Russian regions, 2.8% from CIS countries, 1.3% from other countries). Results. The study of applicants' preferences when choosing a university is an integral part of analyzing the effectiveness of educational institutions and training areas. The factors that influence the choice of a university by an applicant are correlated with the current and projected in the near future requirements of the labor market. Based on the study of current educational practices and preferences of applicants, we formulated recommendations aimed at transforming educational processes in universities, increasing the effectiveness of educational services promotion programs during the admission campaign. Conclusions. The emergence of programs or individual faculties using the model of free education with the application of an individual educational trajectory is an effective tool for detaching from competitors and, in the future, will help such universities move from the category of universities of mass professions to the category of regional level universities or research universities.
Keywords: factors of choosing a university, portfolio career, admission campaign, competitive advantage, detuning from competitors
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