METHODOLOGY FOR ASSESSING THE HIGHER EDUCATION VARIOUS FORMS ATTRACTIVENESS ON THE CONSUMER SEGMENTATION BASIS
The use of marketing tools in research and development of an agricultural university development strategy is becoming especially relevant in the face of growing problems in higher education. Recently, more and more often they say that the Bologna system does not meet the modern requirements of higher education, and correspondence education does not allow the formation of the necessary competencies of graduates. However, the current model of higher education is based on a management and control mechanism that provides training of specialists both in full-time and in correspondence and parttime forms. The paper considers the results of testing the methodology for assessing the attractiveness of various forms of higher education based on the segmentation of consumers of educational services. Insufficient development of problems related to the need to prioritize the choice of forms and methods of higher education for various segments of the educational services market determined the choice of topic, as well as the purpose and objectives of this study. The goal was to study the influence of segment parameters on the attractiveness of various forms of higher education. The Krasnoyarsk Region was chosen as the study region in the period from 2018 to 2021. The purpose of research necessitated the formulation and solution of a number of tasks, among which the following were singled out: to identify segments of consumers according to the developed segmentation criteria, to determine the motives for entering the university of consumers of various segments, within the framework of the development strategy of the university, to offer options for obtaining higher education for consumers of various segments. Evaluation of the theoretical and practical significance of research is based on the possibility of applying the methodology to select the optimal form of education in accordance with the consumer segment belonging to a particular group.