Analysis of the Effectiveness of Channels for Promoting Educational Services in the Tasks of Training Personnel for the Communication Industry: A Case Study of the Educational Program “Advertising and Public Relations” at the Institute of World Economy and Business of RUDN

The research examines the effectiveness of channels for promoting educational services in the tasks of preparing personnel for the communication industry. The high level of professional requirements for graduates of relevant specialties dictates the need to enhance the attractiveness of these educational programs, enabling a more rigorous selection of applicants for these specialties through increased competition. Alongside developing high-quality academic programs and providing a highly professional teaching staff, this approach will facilitate the production of qualified professionals meeting the demands of employers. Active measures are required to address the considered task and promote the university’s educational services. As an example, the research explores the promotion practices of the educational program “Advertising and Public Relations” (APR) at the Institute of World Economy and Business (IWEB) of the Peoples’ Friendship University of Russia (RUDN). Survey data from first-year students are presented to identify factors influencing the choice of the educational program. Comparing these factors with the statistics on the program’s mentions in the Brand Analytics system and analyzing the structure of these factors allows the authors to conclude about the effectiveness of promotional channels for the educational program on the Internet. The analysis of the statistics of the APR program community “Department of Advertising and Business Communications IWEB RUDN” confirms the hypothesis about the significance of resources on the VKontakte (VK) social network for prospective students. The research formulates key conclusions and recommendations for promoting the educational services of universities. © 2025 Elsevier B.V., All rights reserved.