Special Aspects of Master Degree Applicant’s Consumer Journey, Using the Example of the HSE

Choosing a master’s program is a complex and multi-stage process. This research aims to study the unique journey that applicants take when applying for a master’s degree in communications, and to identify the significant factors that influence their decision-making process. Special attention is paid to developing a unique Student Journey Map (SJM), which helps to structure the application process and identify the key stages of the journey. This model allows us to better understand the characteristics of each group of applicants and their unique needs. The study aims to determine the specific characteristics of the applicant journey among different groups, as well as identify the most important factors that influence the decision to choose a particular program, based on Kano’s model. By understanding these factors, we can develop more effective communication strategies for HSE master’s programs in communication, which can help attract more qualified applicants and enhance the overall success of our programs.