Using a Competitive Advantages in the Information Support of the Advertising Campaign for the Second and Third Stages of Higher Education (as an Example North-West Institute of Management - branch of the Russian Presidential Academy of National Economy and Public Administration)
One should separate two processes occurring in higher education in the situation of the reform of it: graduation of experts which are in demand on the labor market, and the process of generation change in the Academy itself. And the master course is responsible for the first process, the training of specialists with higher education, having a particular specialization. The task of postgraduate studies are becoming responsible for teaching staff who possesses the skills of research and, therefore, is able to lead the research and project activities of bachelors and masters. The object of the information impact in the university advertising campaign are the people who think about continuation of their education. The university itself is primarily presented the in the external environment. And its non-educational benefits becomes a key parameter in the internal environment. The focus has shifted towards the formation of the graduates of the actual motivation to continue studies, naturally, in the same university. The results of questionnaires of applicants of postgraduate studies and master courses of SZIU RANHiGS conducted in July-August 2014, showed that the different types of competitive advantages of the university for undergraduates and graduate students in the information campaign should be accompanied by a reception accentuate. Those who wishes to enter magistracy must be deployed practical-application component of training. Those who wishes to go to graduate school need emphasis on professional growth through training and obtaining the highest possible qualifications in the Russian education system. The article also presents some elements of information support of advertising campaign 2014 used by Research Faculty of Programs of master courses and postgraduate studies to affect the internal and external target groups.