A SYSTEM FOR ATTRACTING APPLICANTS AT THE SIBERIAN STATE INDUSTRIAL UNIVERSITY

Universities are increasingly facing difficulties in attracting applicants, which necessitates the development of effective strategies for managing the process of attracting future students. This paper presents and analyzes statistical data on the migration of school graduates using the example of the Kemerovo region – Kuzbass, demonstrating a steady trend of outflow of future applicants to large cities and metropolitan universities. Using the example of the Siberian State Industrial University (SibGIU), the existing system of attracting applicants is studied: its composition, structure and functions, as well as the points of interaction of departments responsible for career guidance, marketing, and the admission campaign. The key shortcomings in the organization of the SibGIU's applicant-forming system have been identified, including fragmented communications and insufficient coordination of activities. A model of interrelations and information flows between university structural units is presented, reflecting data exchange and communication processes between various functional units of an educational institution. This model allows for a deeper understanding of the complex mechanisms of integration and coordination of the activities of various departments, which is a key aspect of the effective functioning of a higher education institution in a dynamically changing educational environment. Based on the results obtained, the necessity of introducing a systematic approach to the management of the components of the recruitment of applicants is substantiated and the directions for improving the recruitment strategy are proposed: strengthening interdepartmental cooperation, developing regional marketing and optimizing career guidance practices to increase the competitiveness of the university. The authors proceed from the position that the management of the system of attracting applicants requires comprehensive management of all its components and relationships. Therefore, the departments involved in the recruitment of students and the nature of their interaction are considered as an object of systemic research and managerial influence.