Analysis of the Russian Universities Strategy to Recruit Foreign Students

Olkhovaya, T.A.; Khemraeva, A.R.; Paramonov, V.B.

doi:10.17513/spno.30802

Cited by 2 publications

References 1 publication

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International cooperation as one of the directions for the development of the education system

Mikryukova

Zatsepina

2022

jour

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One of the most important directions in the development of the system of secondary vocational education at the present stage is the need to constantly update the content and technologies of vocational education in accordance with current and future requirements for the qualifications of workers. Significant assistance in improving the quality of training of specialists can be provided by the development of international cooperation in the implementation of secondary vocational education programs. Establishing such cooperation will make it possible to take into account advanced foreign experience, increase the attractiveness of educational institutions of secondary vocational education among potential applicants, and bring programs of secondary vocational education to the international market of educational services.To date, international cooperation has received the greatest development in the fi eld of higher education, master’s and postgraduate programs.The experience of international cooperation of the Chelyabinsk Institute of Railways — a branch of the Ural State University of Railways is considered. Information is provided on the main areas of international cooperation, including the search for potential partners among foreign educational organizations, with the subsequent formalization of relationships within the framework of international cooperation agreements, as well as the experience of implementing events within the framework of signed agreements, including the organization of joint international events of educational, scientifi c and sports orientation, work to improve the professional competencies of the personnel potential of Chelyabinsk Institute of Railways — a branch of the Ural State University of Railways through the internships of teachers in educational institutions of the Republic of Kazakhstan.

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International cooperation as one of the directions for the development of the education system

Mikryukova

Zatsepina

2022

jour

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Management of Ethical University Brand Promotion on the International Markets

Timokhina,

Koryagina

2024

Business, Management and Economics

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The export of Russian education is linked to promoting universities internationally. Following ethical standards when promoting a brand strengthens its image, reputation, and attractiveness to foreign students. This chapter identifies issues with marketing communications between Russian universities and international students. It proposes a model for managing ethical brand promotion conceptually and practically. Desk research methods were used, including synthesis, traditional content analysis, and interdisciplinary assessment. The conceptual level manages ethical promotion through social/ethical marketing from three perspectives: caring for current and future students, applying values to educational services, and legal brand responsibility. The practical level uses social/ethical tools like PR and integrated communications ethically. Recommendations were expressed by (1) in detailing approaches to social and ethical marketing based on segmentation of foreign students according to priority individual and cultural values, and behavior patterns of students from different generations Y and Z when choosing a university, based on differentiated brand positioning for target segments; (2) in the systematization of international and Russian regulatory documents establishing the rules of ethical marketing communications; (3) in systematizing the ethical principles of brand promotion via the Internet and digital channels; and (4) in developing activities that allow universities to ensure confidentiality in marketing communications with the brand’s target audience.

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Analysis of the Russian Universities Strategy to Recruit Foreign Students

Cited by 2 publications

References 1 publication

International cooperation as one of the directions for the development of the education system

International cooperation as one of the directions for the development of the education system

Management of Ethical University Brand Promotion on the International Markets

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