Место профориентации в системе маркетинга университета

С. Г. Божук; Е. А. Кулишова

Authors

S. G. Bozhuk Peter the Great St. Petersburg Polytechnic University
E. A. Kulishova Peter the Great St. Petersburg Polytechnic University

Keywords:

university marketing, career guidance, career trajectory, promotion, career guidance campaign, university marketing system

Abstract

Universities are making more and more efforts to build pre-university communication with future applicants. This helps universities in the competitive struggle. Researchers suggest using the experience of commercial organizations in the application of marketing tools and methods. The specifics of the university's functioning determine the goal and objectives of this study. We conducted an analysis of career guidance projects and platforms, which allowed us to highlight the marketing aspect of career guidance, which allowed us to identify and justify the position of career guidance in the university marketing system. We explained the position of career guidance in the university marketing system and identified the comprehensive goals of career guidance. Thus, we propose to consider career guidance campaigns as part of the university promotion processes, and the university will use the accumulated database of modern and in-demand professions as a basis for developing educational programs.

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Author Biographies

S. G. Bozhuk, Peter the Great St. Petersburg Polytechnic University

Doctor of Economic Sciences, Professor, professor at the Graduate School of Service and Trade
E. A. Kulishova, Peter the Great St. Petersburg Polytechnic University

postgraduate student

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