Irina Y. OKOLNISHNIKOVA1, Alena A. FEKLICHEVA2, Viktor M. KATOCHKOV3 and Eriskhan M. GESHAEV4
1 State University of Management, Moscow, Russia
2,4 Peoples’ Friendship University of Russia, Moscow, Russia
3 Ural State University of Economics, Yekaterinburg, Russia
Volume 2021 (23),
Article ID 37105221,
Marketing Strategies and Consumer Behavior Trends from Diverse Contexts: 37MKT 2021
Abstract
In this study, the authors consider the marketing principles that are already actively used by Russian universities, as well as the topical principles of attracting foreign students that have not yet been included in the strategy of universities. The purpose of the study is to identify imperfections in the marketing strategy for attracting foreign students by Russian universities and to consider new promising methods for attracting potential students, based on the experience of foreign universities included in the QS and ARWU ratings.