How to Attract Students to Master's Programs and What It Means to "Package" a Master's Program

Contents:

• Bachelor's students don't go to master's programs because their education is the choice of their parents
• Why the Russian master's program has become a disguised "bachelor's degree for adults"
• Who should go to whom: businesses to universities or, conversely, universities to businesses?
• How to "package" a master's program to sell it successfully
• How to sell a master's program through massive online courses
• To build a sales "funnel", a university needs to adopt a product approach
• How it can be useful Cooperation with EdTech on Master's programs

In this article, you will get acquainted with the key aspects of the topic we are considering. We will discuss in detail the important points related to the subject of the study and provide useful recommendations. Read on to deepen your knowledge and better understand the issue at hand.

• Why don't bachelors pursue master's programs and how it has become a disguised "bachelor's degree for adults?"
• If employers are interested in training personnel, who should go to whom: they to universities or universities to them?
• How to "package" a master's program to sell it successfully, and how to build a sales funnel.
• How universities can benefit from collaborating with EdTech on master's programs.

Master's and bachelor's degrees were introduced in Russian universities over 20 years ago, and in the early 2000s, the two-tier system of higher education was officially enshrined in legislation. However, soon after, discussions began about the problems of the new system, in particular, the fact that many students do not continue their studies in master's programs after receiving a bachelor's degree. Furthermore, there was a random attrition of students from master's programs, with some enrolling but not completing their studies. This situation raises serious questions about the attractiveness and effectiveness of the two-tier higher education system in Russia. Employers are expressing dissatisfaction with the level of training of graduates from master's programs. Universities, in turn, are facing difficulties in attracting master's students, as many bachelor's degree graduates, having received a shortened higher education diploma, immediately begin working. As a result, after three years, it becomes difficult to find these specialists for further study at a master's degree. This creates problems for both employers and educational institutions striving to ensure high-quality training. What is wrong with the Russian master's program, and what marketing strategies can attract students to master's programs? These questions were discussed by participants in two discussions at the Moscow International Education Fair (MIEF-2022) – "Master's Degree as an Educational Product" and "Master's Degree in Search of a Target Audience." Experts noted the need to adapt master's programs to the current labor market demands and student interests. Effective marketing strategies, such as targeted advertising, social media, and the creation of unique content, can significantly enhance the attractiveness of master's programs. It is also important to consider student opinions and address their expectations to improve the quality of education and increase enrollment. With new information about the possible abolition of the Bologna Process in Russia, the question of its relevance remains high on the agenda. Authorities clarified that the reform does not imply a complete abandonment of the two-tier "bachelor's and master's" system. Instead, they plan to expand the range of training programs, introducing a specialist degree, and likely tightening the admission requirements for non-core master's programs, but these changes will not occur overnight. This creates new prospects for students and educational institutions in Russia.

Bachelor's students don't pursue master's programs because their education is their parents' choice.

To attract students, it is necessary to constantly improve the quality of educational programs and develop new master's programs, noted Yulia Shalneva, Head of Marketing and Communications at MISiS, at the beginning of a meeting devoted to finding the target audience for the master's program. She emphasized that work in this area is ongoing. However, her words were contradicted by the moderator of the meeting and the curator of the Higher Education and Secondary Vocational Education clusters of the Moscow Medical University, Alexander Molchanov.

About 50 new educational programs and departments with unique names have appeared at Moscow State University. This has certainly attracted the attention of applicants, but the Department of Computational Mathematics and Cybernetics, which has existed for 50 years, remains a popular choice among students. Therefore, the question of whether the new programs will be able to effectively solve the problem of attracting master's students remains open.

Young people are increasingly wondering about the advisability of continuing their education in a master's program. Many of them do not seek to enroll in a master's program, but there are those who see attractive opportunities in it. Important factors influencing the choice are career prospects, the desire to deepen knowledge in their field, and the opportunity for scientific work.

Among the reasons why young people avoid a master's program are high financial costs, the length of study, and a lack of confidence that additional diplomas will actually increase their competitiveness in the labor market. At the same time, a master's degree provides the opportunity to expand professional networks and gain unique knowledge and skills that can be useful in a career.

Thus, the choice between continuing education and entering the labor market depends on the individual goals and circumstances of each young person.

Natalya Vlasova, Head of the Methodology Department of the Center for the Development of Electronic Educational Resources at St. Petersburg State University, shared memories of her student years. She entered St. Petersburg State University in 1995 and became one of the university's first master's students. "We, undergraduate students, decided to extend our student life by transferring to the master's program. And we did it," she noted. However, as Natalya emphasized, the current situation is significantly different from what it was in her time.

The choice of a bachelor's degree major is often made by the applicant's parents, who want their child to realize their own unfulfilled dreams or based on information about the demand for a particular profession. As a result, a young person enrolls in an educational institution at the direction of their parents, and after completing their bachelor's degree, having gained experience and gained a better understanding of the world, they begin to search for their calling. However, there is no guarantee that they will return to university for a master's degree. This approach can lead to graduates finding themselves in professions that do not satisfy them, highlighting the importance of choosing a specialty based on the student's interests and aspirations. A first degree is often an unconscious choice, as the choice is often made for the student. A second degree becomes a necessary step when, after receiving their first degree, a person begins working and realizes that their chosen specialization is not right for them. Alexander Molchanov recalled these words, referring to the opinion of Archpriest Gennady Egorov of St. Tikhon's Orthodox University, which he heard about five years ago. It is important to understand that choosing a profession requires a deep understanding of your own interests and inclinations in order to avoid mistakes and failures in the future.

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Why the Russian Master's Degree Has Become a Disguised "Bachelor's Degree for Adults"

Young people prefer to study at commercial companies instead of enrolling in a Master's program, as Russian universities have yet to define the true meaning of this level of higher education. This is the conclusion reached by Daria Grits, Director of Education Digitalization at MIPT. Educational institutions should reconsider their approaches to the Master's program to make it more attractive and responsive to modern labor market requirements. This will help young professionals better prepare for professional challenges and increase their competitiveness.

At a meeting dedicated to identifying the target audience for the Master's program, it was emphasized that, within the framework of the Bologna system, a Master's program requires active participation in scientific activity and the creation of scientific research. Master's students should engage in science and contribute to its development. However, in Russia, the Master's degree has lost its original essence and is often perceived as simply another stage of education, not significantly different from other forms of continuing education. This highlights the need to reconsider approaches to the Master's degree in the country in order to restore its academic focus and enhance its value for students and society as a whole. Our educational system includes a Master's degree program, which effectively serves as a transitional stage between a Master's degree and a PhD. There is also a program that functions as a disguised Bachelor's degree for adults. Many people face the need to obtain a new education, but often do not understand the difference between a Master's degree and continuing professional education (CPE). If a person is striving to achieve a specific position in the labor market, a Master's degree may not be as essential. As a result, all these programs are lumped together under one term, creating confusion. This, in my opinion, is the key problem that prevents many from pursuing a Master's degree. We need to clarify the real content and purpose of a Master's degree.

For someone without university experience and without several master's degrees, the purpose and essence of this educational level may remain unclear. A master's degree entails in-depth study of a specialty, the development of analytical skills, and the acquisition of practical skills necessary for successful professional work. This education opens new career opportunities and contributes to the expansion of professional horizons. However, without prior familiarity with the higher education system and its goals, understanding a master's degree can be difficult.

With the introduction of the Master's degree, many higher education institutions adapted their programs, cutting some content from the traditional specialty and adding a small amount of new material for the second year of the Master's degree. Thus, the differences between the two levels of education turned out to be minimal, as noted by Irina Arzhanova, Executive Director of the National Foundation for Personnel Training, during a discussion of the Master's degree as an independent educational product. It is important to emphasize that the Master's degree should be viewed as a separate and significant level of education, capable of providing the deep knowledge and skills necessary for successful professional work.

Irina presented the results of a study conducted in 2019-2020 by the National Foundation for Personnel Training jointly with the Vladimir Potanin Charitable Foundation. The study revealed that higher education institutions recognize the need to make the Master's degree an independent educational program. Seventy-five universities participated in the survey, making the sample representative and reflective of the current state of Russian higher education. The respondents included leading universities with successful programs, as well as weaker institutions lacking the administrative and financial resources to develop rapidly. These data highlight the importance of reforming the master's program and enhancing its role in the higher education system.

Irina Arzhanova's research identified significant problems with master's programs at Russian universities. Surveys among participants revealed that many universities do not regularly audit their master's programs. This lack of management leads to inefficiencies, particularly in the distribution of student admissions targets. This leads to difficulties both in admitting undergraduate students at their own universities and in attracting applicants for master's programs from other institutions. The need to improve the management of master's programs is becoming increasingly urgent to enhance their competitiveness and the quality of education.

Universities often do not view master's programs as a complete product, which leads to a lack of competencies for their effective promotion in the education market. In addition, there is a problem of mismatch between master's programs and the real needs of business. Universities often independently determine what skills and knowledge may be in demand by employers, but often fail to take into account the current needs of the labor market. This creates a gap between the educational process and the requirements of employers, which can negatively impact the employability of graduates.

Who should go to whom: business to universities or, conversely, universities to business?

Following Irina Arzhanova's presentation on the conducted research, presenter Alexander Molchanov asked Larisa Ilyina, Head of the Master's Program Project at University 2035, to talk about the university's interaction with other higher education institutions in the process of developing high-quality master's programs.

According to Ilyina, University 2035 is developing master's programs that provide businesses with finished products and trained teams. This is a rarity for Russia and represents an important contribution to education and the development of professional skills.

University 2035's Master's programs in cross-cutting technologies offer educational modules based on the principle of educational franchises. The university's Competence Center develops unique modules, which are then shared with other universities wishing to implement them in their region. This helps create uniform educational standards and ensure access to modern knowledge and skills in the field of cross-cutting technologies. Educational franchises enhance the quality of education and provide students with the relevant information necessary for a successful career.

University 2035's Master's programs differ from traditional forms of education. Students participate in distributed teams working on project tasks. The university receives regular feedback from the platform on each student's digital footprint, including their achievements, knowledge level, and skills. By the end of their studies, the teams become so cohesive that employers find it beneficial to hire them as a whole, eliminating the need to recruit new employees and wait for the team to adapt. This approach improves employment effectiveness and facilitates successful integration into the professional environment.

If students are unable to work effectively in a team and achieve the desired results, they can complete the master's program through the academic track after three semesters of study and defend a traditional master's dissertation. This option allows them to focus on individual research and earn a degree that matches their personal academic interests.

Larisa Ilyina noted that all University 2035 programs are first tested as additional professional education programs (APEPs). Only after it is determined that the program meets business needs and is in demand in the marketplace is it converted to a master's program. This approach ensures high-quality education and ensures that curricula meet current employer requirements.

We focus not on the educational product, but on the needs of companies operating in the field of national technology initiative and developing cross-cutting technologies, the speaker noted.

Further discussion among the participants of the educational salon revealed that mutual understanding between business and higher education institutions is rare. In this context, Maya Rusakova, Associate Professor of the Department of Applied and Industrial Sociology and Head of the Center for Monitoring the Quality of Education at St. Petersburg State University, noted that employers lack long-term demands on universities. When discussing the question "What does business need?", company representatives are willing to talk only about plans for the next two to three years, which creates certain difficulties for educational institutions. This underscores the need for deeper integration between the educational process and labor market demands to create an effective system for training specialists.

Rusakova believes that employers should establish strong ties with universities by organizing internships for students. This allows the company to effectively collaborate with the university by placing orders, working with students, and identifying talented students. Furthermore, employers can formulate relevant topics for final theses and dissertations, which contributes to the development of both students and the organization itself. This approach not only strengthens collaboration between business and education but also improves the quality of training specialists who meet the modern demands of the labor market.

It is important for companies not only to monitor students but also to develop bachelor's students into master's students, transferring them to master's programs, noted Natalia Vlasova from St. Petersburg State University. However, moderator Alexander Molchanov countered that employers themselves will not do this. Universities should take the initiative and actively offer employers cooperation in this area.

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How to "Package" a Master's Program to Sell It Successfully

To attract students and employers, universities need to effectively promote and advertise their programs. Currently, only a few educational institutions succeed in this, while most face difficulties in this area, as noted by participants in the 2022 MISU Master's Program meetings. These promotional challenges can even be seen in the design of university websites. For example, ITMO University's website demonstrates a successful approach: strong programs developed under the state program "5-100" are available in just two clicks. However, information about traditional programs, which are likely implemented in a standard manner, is much more difficult to find. This highlights the importance of high-quality online promotion to increase the visibility of educational programs and attract the target audience.

Yakov Somov, director of the Lectorium platform and head of the online education center at Presidential Physics and Mathematics Lyceum No. 239, expressed his dissatisfaction with the state of interaction between universities and educational services. He noted that the situation resembles a fire in a madhouse, where complete chaos reigns. In his opinion, the quality of service in the educational sector requires serious improvement.

A marketing specialist noted that his team is actively working with traffic, content, and data. He emphasized that only a few partner universities are interested in finding the email addresses of people registered for courses. Furthermore, there is a lack of questions about sales funnels and lead generation. Universities have invested heavily in developing programs and launching courses, but after receiving enrollment data, they show no interest in its authenticity. It's important to verify whether the collected emails are from real users or bots, but unfortunately, this doesn't generate interest among most. It's essential to focus on analytics and data quality assessment for the effective development of educational programs.

Among the common mistakes universities make when promoting their educational programs, Somov highlighted poorly organized marketing projects and a lack of clear delineation of target audiences. It's important to understand that marketing initiatives are aimed at both current students and potential external learners. He cited the example of massive online courses (MOCs) that universities host on their platforms. These courses are often developed with a focus on student needs, but fail to consider the expectations of external audiences. This can lead to a lack of demand for the product, as external audiences may be looking for completely different approaches and content. Effective promotion of educational programs requires a more careful analysis of the needs of both groups in order to create valuable and attractive content for all users.

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Four effective strategies for the development of continuing professional education in Universities

In a rapidly changing labor market, continuing professional education is becoming a key tool for preparing specialists who meet modern requirements. Below are four ideas that can help universities develop continuing professional education programs.

The first strategy is active collaboration with industry companies. Universities can organize joint training programs, internships, and practical training, which will allow students to acquire relevant knowledge and skills that meet employer requirements. This collaboration can also include inviting specialists from companies to conduct master classes and lectures.

The second approach is to use online platforms and distance learning technologies. Creating online courses and webinars will allow more students to study and also provide flexibility in learning. It is important that courses be adapted to various formats and skill levels.

The third idea is related to updating curricula and programs. Universities should regularly analyze market requirements and make changes to their programs so that they reflect current trends and innovations in various fields. This will enable graduates to be competitive and in-demand in the labor market.

The fourth strategy is the development of a continuous education system. Universities can offer various training formats for those already working, including short-term courses and certifications. This will allow professionals to improve their skills and adapt to changes in their fields.

By developing continuing professional education, universities not only enhance the level of their students' preparation but also contribute to the growth of professional competencies in society, which in turn has a positive impact on the country's economy.

At universities, according to Somov, massive online courses are often created according to the principle: "We're doing this to demonstrate to the rector, to improve our image, and to attract students." However, this approach negatively impacts business processes. The speaker emphasized the importance of proper marketing, but universities often lack basic concepts such as "lead" and "sales funnel." Effective online course management requires not only content creation but also competent marketing, which will facilitate genuine student attraction and retention.

Daria Grits noted that higher education institutions face a significant marketing challenge. However, in her opinion, this is not due to a lack of knowledge about how to properly structure marketing processes. The main difficulty lies in the lack of resources to create an effective marketing and sales system. She gave an example: to open an advertising account in myTarget, you need to deposit funds into your account. At the same time, universities may face bureaucratic restrictions, for example, when the accounting department only allows 30% payment in advance, with the remaining 70% due upon completion of work. Such situations complicate the implementation of marketing strategies and limit universities' ability to attract students.

Despite the existing difficulties, many universities successfully implement effective marketing strategies to promote their master's programs. An example of this successful approach is the experience of MISiS, as presented by Yulia Shalneva. Three years ago, the university revitalized its marketing department, leading to the creation of a unique iPhD program. It combines master's and doctoral studies and is designed to last four years, as opposed to the traditional five. This innovation, particularly in the field of biomaterials science, has generated significant interest among students. As a result, all other master's programs at MISiS were redesigned and "packaged" based on this successful case, which significantly increased their attractiveness and competitiveness in the educational services market.

MISiS marketers conducted a detailed analysis of the master's program market, comparing offerings from both Russian and international universities. Based on the collected data, they developed a landing page structure containing a full program description. Additionally, they created a profile of the target audience, representing applicants interested in enrolling in university programs.

Young professionals often remain infantile even after completing their bachelor's degree and do not always understand the need for a master's degree. Many of them prefer to enter the labor market to determine what skills and knowledge they truly need for a successful career. In this situation, it is important for marketers to deeply understand customer needs and offer them relevant educational programs and products that will help them develop the necessary competencies. Yulia Shalneva emphasizes the importance of this approach for successful engagement with the target audience.

Marketers interviewed the heads of master's programs, which allowed them to identify the unique competitive advantages of each. This data was integrated into the program descriptions on the landing page, which helps improve visibility and appeal to potential students.

The university is currently actively optimizing content on its website and social media to simplify the process of choosing and purchasing a master's program. For example, an interactive undergraduate brochure was developed for the website, which includes original illustrations. Over two years, it has been viewed more than 1 million times, confirming user interest in this resource.

How to Sell a Master's Degree Through Massive Online Courses

The pandemic has provided higher education institutions with a new tool for effectively positioning and showcasing their brand: online courses. According to Natalia Vlasova of St. Petersburg State University, this format of study allows universities not only to expand their audience but also to improve the perception of the institution among potential students. Online courses are becoming an important element of their promotional strategy, allowing universities to showcase their strengths and unique offerings. Despite active promotion on social media and high-quality marketing efforts, applicants' choices often depend on their personal experience with the university. Even if a university successfully positions itself, a potential student may choose another educational institution if they are unable to clearly assess the conditions and opportunities offered. Therefore, an important aspect of student attraction is creating a real-world experience that reflects the values ​​and benefits of studying at this institution. According to experts, online courses have become an effective tool for St. Petersburg State University. They significantly contribute to attracting applicants. Students from other universities have the opportunity to fill gaps in their education or explore a new specialty if they previously studied in a different field. Many course participants subsequently pursue master's degrees, confirming the high value of such programs. Online courses not only broaden educational horizons but also help adapt to new academic demands. Natalia Vlasova presented the digital program "Master's in Data-Driven Management," which is being launched at St. Petersburg State University. This interdisciplinary course is open to IT specialists, economists, and representatives of various professions. The course includes numerous webinars and online textbooks, allowing students with varying levels of free time to conveniently study and review the material while combining study with work. This approach to learning ensures maximum flexibility and accessibility for students. The speaker notes that a shift toward hybrid master's programs is currently underway. This format allows working applicants to combine recorded online courses with webinars with instructors at a time convenient for them. Natalia added with humor that at the moment artificial intelligence has not yet reached the level that allows us to do without teachers.

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Full Distance Learning: Organizing an Online Bachelor's Degree and Its Appeal

Online bachelor's degrees are becoming increasingly popular in today's world. Several key aspects must be considered for a successful distance learning program.

First and foremost, it's crucial to create a high-quality educational platform. The user interface should be intuitive, and access to materials should be simple and convenient. It's crucial to provide reliable technical support so that students can interact with the platform without any problems.

Course content should be relevant and varied. Using multimedia materials such as videos, podcasts, and interactive assignments helps retain students' attention and deepen their understanding of the course material. Regular content updates help maintain interest and keep up with current requirements.

Creating a student community is equally important. Forums, chats, and social media groups help students share experiences and support each other. This fosters a sense of belonging in the educational process and strengthens motivation.

It's also worth paying attention to the assessment and feedback system. Transparent assessment criteria and regular feedback from instructors help students understand their achievements and areas for improvement.

In conclusion, successfully organizing an online bachelor's degree requires a comprehensive approach. A high-quality platform, diverse content, an active community, and an effective assessment system will make your program attractive to students and help them achieve high academic results.

To build a sales "funnel," a university must adopt a product approach.

Packaging an educational product is only the first step in its promotion. The next stage is effective sales. At meetings at the Education Salon, Yulia Shalneva from MISiS and Natalia Andreychenko, Vice-Rector for Graduate Development at Yeltsin Ural Federal University (UrFU), shared their experiences in successfully implementing master's programs. They discussed strategies that help attract students and increase interest in educational products, emphasizing the importance of marketing and the correct presentation of programs.

Natalia Andreychenko emphasized that modern universities operate in a highly competitive environment, and they need to recognize that creating only an academic track is not enough. It is essential to offer audiences competitive educational products. UrFU, according to her, is developing sales of its master's programs, emphasizing that these are not only research-based but also practice-oriented programs that are in demand in the labor market. It is important to adapt educational offerings to the real needs of employers, which will help attract more students and improve the quality of education.

The sales of each specific master's program are handled by the program director and their team. They act as product administrators, and their work is supported by a product manager. A CRM system is used to effectively sell programs. To enable program directors not only to teach but also to successfully manage programs, the university has begun offering management training. This allows them to develop the skills necessary for the effective administration and promotion of educational products, which in turn contributes to improving the quality of educational services and student satisfaction. Natalia Andreychenko asserts that the customer-oriented model with clearly structured business processes implemented at the Ural Federal University (UrFU) contributes to successful student recruitment. As a result, the university demonstrates impressive admissions figures, exceeding 2,500 places. This system allows for the effective management of applicant flows and the improvement of the quality of educational services. MISiS currently implements master's programs without a unified CRM system covering all departments, reports Yulia Shalneva. The university uses a traditional reverse sales funnel model. In 2022, 1,880 students are expected to enroll in the master's program, of which, according to internal estimates, 51% will be applicants from other universities or the open market. Based on this data, the university's marketers calculate the required number of ad impressions across various marketing and communications channels to attract new students. This allows them to develop an effective strategy for promoting master's programs, tailoring it to the target audience and increasing the chances of successful student recruitment.

How can collaboration with EdTech on master's programs be beneficial?

Nadezhda Galkina, Head of Higher Education at Skillbox, attended the meeting on finding the target audience for master's programs. The moderator asked what tools EdTech companies can offer universities to effectively promote master's programs and select strong applicants. Nadezhda shared relevant methods and strategies that will help educational institutions attract target audiences and improve the quality of student recruitment. Nadezhda reported that Skillbox encourages higher education institutions to include at least some practical training for students in their curricula. University faculty often express concern: "We have a problem! Bachelor's degree developers are leaving their studies after their second year to start working and don't complete their education. Meanwhile, after their fourth year, their salaries could increase significantly. How can we solve this situation?" Nadezhda suggests integrating practical training into the curriculum so that students can gain hands-on experience without missing classes. If they do decide to skip some classes, it's better to have them asynchronous, especially in cases where lectures can be replaced with independent work from textbooks. This approach will optimize the educational process and increase its effectiveness.

The speaker shared information about how Skillbox actively participates in promoting master's programs developed in collaboration with various universities. The company takes on tasks such as lead generation and implementing a customer-focused approach to the universities' work with applicants. Details are key in this process, including providing comprehensive answers to applicants' questions, unlike the traditional approach of many admissions committees, which often limit themselves to saying, "Read the website—it's all written in the admissions regulations." This approach facilitates more effective interaction with potential students and increases their interest in the programs.

We integrate various services and support into the marketing process, and we also create a sales department that actively interacts with applicants. This ensures a more comfortable and informative selection process for potential students. In master's programs, it's especially important to explain to applicants the need for admission and the benefits of a specific educational product. Nadezhda Galkina emphasizes that proper communication and support play a key role in deciding whether to pursue further education.

Skillbox is actively working on creating a platform that will help universities replace Coursera and migrate their online courses previously hosted on the resource, which has since departed Russia. This initiative aims to support educational institutions in their transition to new digital solutions and ensure the accessibility of high-quality online education for students. The platform will facilitate the preservation of educational content and expand educational opportunities in Russia.

Joint master's programs developed by leading universities and online schools such as Netology, Sreda Obucheniya, and Skillbox are a relevant and modern phenomenon in higher education. Irina Arzhanova of the National Foundation for Personnel Training noted that thanks to the strong marketing strategies of these organizations, universities can effectively promote their master's programs. Moreover, they have the potential to attract new audiences, which contributes to the development of educational initiatives and improves the quality of training specialists in various fields.

Yakov Somov emphasized that online platforms have powerful sales departments, which gives them a significant advantage. In contrast, universities cannot afford to hire 700 sales staff, implement perfect CRM systems, and create multiple versions of landing pages. This underscores the importance of educational institutions adapting to modern market conditions and the need to use effective strategies for attracting students. In a highly competitive environment, it is crucial to find optimal solutions to improve university efficiency and enhance its competitiveness.

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