The Strategy of Applicants Acquisition for the Bachelor Educational Program "Business Ethics" of the "Philosophy" Department in the Financial University under the Government of the Russian Federation: Development of Budget and KPI System

The final qualification work is based on a request from the Financial University regarding the development of a strategy for attracting applicants for the bachelor's degree program "Business Ethics" in the Philosophy direction. Due to the decrease in the interest of consumers and buyers, the educational program is under threat of closure and, in order to prevent this situation, the university needs to ensure its fullness. The presented work covers the part of the project related to the development of a metric system and budgeting. Accordingly, the purpose of the final qualification work is to form a budget and develop a system of marketing metrics for the effective implementation of the strategy for attracting applicants to the educational program "Business Ethics" of the bachelor's degree program "Philosophy" of the Financial University. When writing the work, a number of tasks were solved: 1. The definitions and essence of marketing performance indicators were considered; 2. The models of systematization of marketing metrics are defined and disclosed; 3. The analysis of existing cases in the education market of higher educational institutions in the field of marketing metrics is carried out; 4. The concepts and methods of forming a marketing budget are studied; 5. The practical experience of the formation of the marketing budget by federal state institutions of higher education is disclosed; 6. The project is described and the features of budgeting and KPI system by the Financial University are considered; 7. A marketing budget has been developed for the Business Ethics educational program; 8. A system of marketing metrics and KPIs has been formed to assess the effectiveness of the developed advertising campaign of the educational program "Business Ethics". The key product at the end of writing the work is a marketing budget plan with in-depth disclosure of advertising articles, as well as a system of marketing metrics and KPIs. Keywords: budget, marketing budget, KPI, marketing metrics, marketing metrics system, indicators.