Cross-promotion of a regional university as a factor of increasing the customer orientation

Abstract

Despite the scale of the use of communication tools, the modern approach to the promotion of universities and, as a result, educational services, nevertheless, does not provide high efficiency in attracting new applicants and forming a stable position of universities among competitors. The complex of promotion of the Rostov State University of Economics is considered, where priorities in the choice of tools are determined. A study of applicants during the admission committee (with the participation of the authors of this article) was conducted in order to determine the information coverage. The Internet resources of competitors of the considered university were monitored in order to verify the promotion and develop a new format – the crosspromotion. The authors formed cross-promotion principles of the university in the new development conditions of the higher education market in the region, which is a sequence of decisions aimed at a prolonged result of attracting new applicants, to a new level of cooperation with other participants in the field of higher education, as well as the labor market and the economy of the region. The final stage of the study was the cross-promotion model tested during the admission campaign 2022, which found positive feedback from applicants and their parents, as well as from university representatives and external experts.