Model consumer choice entrants in the context of forming a complex of marketing on the example of the specialty "Marketing" NTUU "KPI"
In the article the impact assessment model components of consumer appeal of a specialty entrants stages of the communication strategy of consumer motivations It allows you to better understand the process of deciding on the choice of profession and according entrant to develop a set of marketing communications to attract the target audience. Applicants are considered values that define rational and irrational components motivational component models of consumer choice. Special attention is directed to the values that form the irrational component model. Their detailed explanation helps to take into account all the nuances in the design of the communication application. Determined the importance of situational components to choose a specialty. A procedure for development of complex marketing communication directed at students. This takes into account objectives, market opportunities and marketing resources department that encourages graduate schools to join its specialty. Formulated objectives, functions and tasks of the stages of building communication strategy to be effective to attract students.