Publication Details
Abstract
This study analyzes the factors influencing students' and their parents' choices of higher education institutions, emphasizing the role of modern information sources and marketing strategies. The findings show that social media platforms such as Instagram, Telegram, and YouTube have become the primary channels for obtaining information, while traditional sources like official websites, outdoor advertising, and personal networks have a comparatively lower impact. Transparent information on tuition, grants and discounts is identified as a difference-maker — making the need for financial transparency apparent as an important aspect of the decision process. Moreover, details about partnerships with other countries and student exchange programs, represented in high demand due to interest in exposure to the wider world. In conclusion, effective communication via social media, transparency regarding pricing, and promotion of international opportunities are the most significant factors to meet student demand and enhance the university brand in a competitive higher education market.