MODERN MEDIA STRATEGIES AIMED AT ATTRACTING FOREIGN STUDENTS TO UNIVERSITIES

Abstract

The key aim of universities nowadays is attracting future enrollee, a special attention is paid to foreign citizens. Each year the leading universities of our country are searching for effective means of attracting future students with the help of social media platforms. The analysis of major media strategies, used by higher education institutions (MGIMO and SPbU) in the social network Vkontakte and aimed at creating a positive image and maintaining the reputation of a university, is carried out in the article. The most frequently used strategies are the media strategy of rapprochement, informative media strategy, the strategy of creating a positive image of a university. Competent implementation of media strategies is a key means influencing the choices of foreign enrollee and creating the competitive brand of a university.