ДОРОСЛІ СЛУХАЧІ УНІВЕРСИТЕТУ ЯК ОСНОВНІ ПРОМОУТЕРИ

The article analyzes the situation that has developed at the present stage in the field of education and promotion of the image of a higher educational institution. High competition among Ukrainian universities, claims of European universities for domestic students, migration processes due to hostilities, a complete transition to online learning are the factors that influence the recruitment processes in universities this calendar year. The situation at the educational market is the following: universities have to manually attract applicants. And also make loyal relationships with them. Universities use various ways of promotion and one of the relatively new ones is the use of students in general or student ambassadors to promote the image of the university. A special place among students at the university is occupied by adult students. Adult students in their main characteristics differ markedly from those ones who receive their first education. Adult education is becoming more widespread in the context of demographic changes, these students are the most conscious promoters of their university if their expectations from education that they get are justified