Academic literature on the topic 'Advertising, vocational guidance'

The article highlights the experience of the organization of career guidance in Ukrainian and foreign medical institutions of higher education. Today dictates new realities for campaigning for attracting applicants to the medical profession and the choice of further specialization by medical students. Globalization and informatization offer new opportunities for universities to advertise their educational services. Among the main innovative technologies of career guidance, we note the following artificial intelligence algorithms, creation of a new type of informational content involving new information technologies and communications, active maintenance of pages in social networks, media advertising, targeted advertising, direct communication with mentors and administrators. The COVID-19 pandemic has made its adjustments, increasing the share of Internet resources as a format for career guidance both externally (schools, colleges) and internally (university departments and hospitals where they take internships). The article provides a comparative analysis and dynamics of the number of students over the past three years in different universities of Ukraine and different specialties. The aim of the work is to analyze the effectiveness of career guidance, taking into account the involvement of innovative technologies and predicting promising clusters of agitation in the medical university and students' choice of a particular specialty in the health care system. Active maintenance of popular among young people pages of medical specialties (medicine, medical psychology, dentistry) contributes to improved communication at the levels: applicant-university, student-university, master (bachelor) - employer. Information technology makes it possible to promptly deliver to applicants for higher education relevant information on the provisions of the admission campaign, the organization of the educational process and traditions of the university, the peculiarities of further employment. Also, the intelligence demonstrates the difference in approaches to the organization of the agitation cluster in Ukrainian universities and foreign universities.

The aim of the article is to describe the experience of implementing our own software product (Wizard UrFU) for career guidance and navigation of university entrants. The importance of introducing digital technologies for career guidance and navigation of university entrants is substantiated. The article addresses both sociological and IT tasks. On the part of information technology, a description is given of the main methods on which the work of a software product for vocational guidance and navigation of applicants can be built. In particular, we have proved that the most promising is the complex method, which is based on a combination of several methods and algorithms for the operation of neural networks for vocational guidance and navigation of applicants. The article describes the algorithm of the software product developed by our team. We show that this algorithm is based on the analysis of digital traces of applicants in the social network VKontakte. The algorithm uses the machine learning method. We also show that the career guidance system in the Wizard web application is based on a comparison of profile data in the VKontakte social network and generalized data of university students successfully enrolled in one of the educational programs. We analyzed the statistics of recommendations of educational programs to UrFU applicants using the UrFU Wizard web application using the Yandex. Metrics. The socio-demographic portrait of the UrFU Wizard software product user is a young man (or woman) aged 18 to 24 from Yekaterinburg or Sverdlovsk Oblast. This description fully coincides with the main target audience of the Ural Federal University. As a result, 12,780 potential applicants of Ural Federal University started submitting documents through the web application. In addition, 32% or 15,293 applicants made a transition to the institutions’ social networks and educational programs for a more detailed acquaintance. The analysis of the admission campaign results showed that all educational programs that were in the TOP of recommended areas had a significant increase in applicants compared to previous years. In general, Ural Federal University in 2021 held the most massive admission campaign among higher educational institutions in the Russian Federation. In our opinion, the use of services based on the work of artificial intelligence for career guidance and navigation of applicants of a higher educational institution allows a successful solution of the following tasks: to expand the geography of admission without holding face-to-face meetings with applicants; to increase the reach of the advertising campaign and personalize advertising offers; to attract creative and motivated youth; to help the applicant to make the right choice of the direction of training and thereby increase the motivation to study.

Technical and vocational skills are essential for the United Arab Emirates (UAE) to secure growth and wealth as per the UAE Vison 2021, Abu Dhabi Vision 2030 and Emiratization strategies. Gaining insights about the factors that influence Emirati students that study technical and vocational education can support the UAE to attract more Emiratis into that area. What are those major influential factors, and are there any differences related to the gender, age level, and location of living in the UAE? The factor analysis revealed five underlying factors; the career factor, the economic factor, the guidance factor, the media factor, and the social environment factor. The career factor (M = 3.48) is perceived as the most influential one, followed by the social environment factor (M = 3.32). The independent sample t-test presented a statistically significant difference between male (M = 2.8, SD = 1.066, N = 178) and female (M = 2.6, SD = 1.066, N = 250) perceptions in the economic factor (t [426] = 2.042 = 0.042, p < 0.05). The result shows that males place more emphasis on the economic aspect when considering their educational paths. The one-way ANOVA revealed a statistically significant variance in the economic factor for the location of living (F [7,420] = 4.278, p < 0.05). The research discloses that the career aspects and future job perspectives in addition to parents of national students are the most considerable influencer, which is forming the basis for this study. Differences in perceptions could be discovered for economic aspects only. The findings reveal it is essential to consider the career, economic aspect, and parents’ involvement when marketing technical and vocational education to Emirati students. Social media marketing is recommended as an advertising tool for best results.