Аналіз ефективності каналів інформування абітурієнтів щодо вибору закладу вищої освіти і спеціальності

Abstract

This study examines the effectiveness of information channels used by applicants when choosing a higher education institution and a field of study. The research is based on a survey of first-year bachelor’s students, which allowed identifying the most influential sources of information about universities. The results show that peers and Internet sources are the most effective channels, while traditional promotional materials have the lowest impact. The findings may be useful for improving university career guidance activities and increasing the effectiveness of marketing communication in the educational services market.