Pogrebnyak Arina Mikhailovna

Pogrebnyak Arina Mikhailovna

Dec., 2025

Recruitment of international students, RANEPA, Digital marketing, Digital strategy, Higher education.

This study is devoted to the analysis of digital infrastructure and the recruitment strategy of international students of the Russian Academy of National Economy and Public Administration (RANEPA). With the help of the method of complex analysis, RANEPA’s digital ecosystem was considered, which includes the structure of the website, the presence on social networks, the content of information on the site and the introduction of technologies. This study identifies gaps in RANEPA's admission strategy for international students. Based on the analysis, it was revealed that there are significant disadvantages, namely a limited presence on social networks, an insufficiently complete description of the application process, poor quality of English-language content and relatively weak strategies for targeting specific international markets. With significant management assets, such as a high reputation in the Russian Federation, the support of the presidential administration, and the variety of study programs offered, RANEPA does not fully utilize the digital recruitment opportunities for international students, thereby weakening its competitive position in the international higher education market. Visa difficulties, language restrictions, and intense competition from Western universities can also be attributed to the key barriers to admitting international students. To improve the effectiveness of the international student recruitment it is necessary, on the one hand, to improve the technical capabilities of RANEPA, and on the other hand, to ensure the interaction of all structures at the management level, professional content development, continuous implementation of analytics, as well as a differentiated approach to admitting students from different countries. The results of the study show that investments in digital infrastructure and the creation of culturally adapted content are designed to significantly enhance RANEPA's international position.

This is an open access article distributed under the CC BY-NC license