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Netrebko E.N., Khlabystova N.V. [Sociocultural factors, determine the strategy of behavior of incoming non-state universities of Krasnodar region] World of Science. Series: Sociology, Philology, Cultural Studies, 2019, Vol. 10, No. 2. Available at: https://sfk-mn.ru/PDF/01SCSK219.pdf (in Russian).

Sociocultural factors, determine the strategy of behavior of incoming non-state universities of Krasnodar region

Netrebko Ekaterina Nikolayevna
Private higher education institution Yuzhny institute of management, Krasnodar, Russia
E-mail: n_ekaterina_83@mail.ru

Khlabystova Natalia Valerevna
Kuban state technological university, Krasnodar, Russia
E-mail: Hlabystova_1@mail.ru

Abstract. The existence and competitiveness of private universities in the higher education system of modern Russia depends on the effectively organized work to attract students. To solve this problem for non-state educational institutions is particularly relevant and appropriate to monitor consumer preferences and factors that affect the strategy of admission to the University.

The purpose of this study is to identify the specific sociocultural features that characterize the action plan for entering regional private universities and on this basis to develop recommendations for improving the work of pre-University structures. The empirical basis of the study was the results of a sociological survey (questionnaire) conducted among students of the Southern Institute of management.

It is concluded that the strategy of admission of the majority of students of this Institute can be described as resource-saving. Applicants to a private Institute are guided, first of all, by the moderate cost of training, lower competition and the opportunity to enroll on their own. As for students of state universities, parents’ recommendations are of great importance for admission. The author found that about half of the respondents (55.9 %) decided to choose a Institute at the last moment before applying. A little more than a third (38.3 %) of respondents were focused on this Institute (they applied only here).

Based on the results of the survey, the author proposes: to pay more attention to the participation of the Institute in various rankings, which contributes to the formation of a positive image of the institution; to use all possible channels to inform residents of the region about the time of the open day of the Institute; to organize courses at the Institute to prepare incoming people for entrance examinations; to step up career guidance activities.

Keywords: education; private higher education institutions; applicants; behavior strategy; motivation; preparation for admission; career guidance

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