Problems of financing the modernization of textile industry enterprises

One of the main conditions for the sustainable development of a higher educational institution is the effective construction of the work of the admissions committee. In modern realities, the use of digital tools for customer interaction with the organization comes to the fore. This fact is confirmed by sociological surveys of the population. Increasing the market share of educational services, including those provided in the online format, will require significant efforts from universities to increase digital capacities. The article discusses the main problems faced by educational institutions during the admission campaign. Among them, there is a mixture of primary comprehension and the formation of an educational trajectory with a set of unified state exam scores, a high level of perception of the risks of wrong choice, a shift of the “center of gravity” in the market towards the buyer by increasing budget places. The conducted research proved the need to use the methods of digital anthropology in order to effectively study the characteristics of the behavior of applicants in the process of acquaintance with the university. Information about the educational organization and its capabilities should correspond to the trends of information interaction with the modern generation. Leveling the risks of recruiting students and maintaining the average admission score can be carried out through other measures discussed in the article.