Motivation of enrollees for university admission: experience of sociological monitoring

Competitive conditions for the struggle for enrolees determine the relevance of the sociological component of the university admissions campaign. The aim of the article is to analyze the motivation for admission to Amur State University in the context of the features, factors and dynamics of the process. The predominant motive for admission to universities is the prospect of good employment. For college enrollees, an additional motive is to broaden their horizons, but there are also counter-motives. The groups of loyal enrollees, as well as the main competing universities, are highlighted. While maintaining the core structure of reference groups, a decrease in the role of parents in choosing an institution of higher education is revealed. When choosing Amur State University, the predominant motives are the location of the university in the native region, as well as the opportunity to enter with the scores of the Unified State Exam and to get a good education. An increase in the relevance of the motive of good employment prospects is revealed. The similar structure of motives is observed in relation to the choice of training direction - employment prospects.