PRACTICE OF IMPLEMENTING DIGITAL EDUCATIONAL TECHNOLOGIES IN THE SERVICE-ORIENTED ADMISSION MODEL

Abstract

This study focuses on the digital transformation of the university’s admissions campaign as an institutional mechanism to improve the effectiveness of attracting and converting applicants within the service-oriented admissions model. The admission campaign is considered an integrated digital platform combining modules for identifying and selecting educational trajectories, verifying documents, concluding contracts, paying tuition fees, and making enrolment decisions. The theoretical basis is formed by modern approaches to the digital organisation of universities, platform management and user behavioural analytics. Within this framework, admissions are interpreted as a controlled, multilevel process with defined transition points and performance indicators. The study aims to substantiate the methodological and applied foundations of the applicant's personal electronic account as a tool for the service-oriented admission model. It also aims to analyse applicants' digital behaviour within the pilot implementation of the EUni web and mobile application during the 2025/26 academic year admissions campaign. The methodology is based on systemic, process-oriented, and structural-functional approaches. It is supplemented by an analysis of the conversion rates of the digital admissions funnel, as well as a logical generalisation of the results of passing through the stages of registration, submitting an application, concluding a contract, making a payment, and enrolling. Analytical and synthetic methods were employed to develop a comprehensive model for evaluating the digital performance of the admissions campaign. The results showed that integrating functional blocks into a unified user profile ensures high completion rates in the final stages of the digital funnel, minimises transaction losses and makes management decisions regarding the formation of the student body more predictable. The largest number of dropouts occurs in the early stages, while the contract signing and payment stages are characterised by stable conversion rates, indicating the rational digital behaviour of users and the effectiveness of the service-oriented platform architecture. The conclusions state that implementing the Applicant’s Account’s integrated digital platform ensures greater transparency, manageability and effectiveness of the admission campaign. This is achieved by optimising navigation logic, reducing transaction costs and establishing a stable digital trajectory for applicants transitioning to student status.