Developing a conceptual model of a marketing mechanism for attracting applicants

Umarov , Shuhrat

Муҳандислик ва Иқтисодиёт · 2026-yil

Annotatsiya

Conceptual models in higher education marketing are commonly proposed and illustrated rather than subjectedto explicit empirical testing. This article develops the Applicant Attraction Model, formulates three claims derived from themodel, and reports the results of testing each claim using panel data from twenty institutions. The model conceptualisesapplicant attraction as a sequence of filters in which enrolment is expressed as the product of an exposure rate, a screeningrate, and a verification rate.The first claim—that the composition of these rates is multiplicative—is an accounting identity and is therefore presentedas a structural property of the model rather than as an empirical finding. The second claim—that each driver acts primarilyon a specific block—is not supported in its original three-block specification. Across the three blocks, every driver recordsa specificity index between 0.374 and 0.503, compared with a no-specificity floor of 0.333. When the model is simplifiedto two blocks—exposure and conversion—specificity emerges for the information-related drivers only: the verifiable claimshare reaches 0.956 and evidence distance reaches 0.950, relative to a no-specificity floor of 0.500, whereas promotionalexpenditure, tuition, and programme breadth remain between 0.540 and 0.648. The empirical test therefore supports amore parsimonious two-block representation for the information-related drivers rather than the original three-block specification.The third claim—that the model can localise the binding constraint—is supported by the observed panel patterns. Exposureis identified as the binding constraint in sixteen institutions and verification in four. Raising the binding rate to thepanel median produces estimated gains ranging from zero to 172.7 per cent across institutions and an aggregate sector-level gain of 8.4 per cent without additional capacity.When compared with a single reduced-form equation, the Applicant Attraction Model provides a lower in-sample fit (R² =0.969 versus R² = 0.996) but yields institution-specific diagnostic implications. By contrast, applying the largest coefficientfrom the reduced-form specification as a decision rule would imply the same recommended action for all twenty institutions.The comparison illustrates the distinction between maximising statistical fit and using a conceptual model to identifyinstitution-specific constraints and corresponding areas for intervention.

Maqola ma’lumotlari
MualliflarUmarov , Shuhrat
JurnalМуҳандислик ва Иқтисодиёт
NashriyotПлеханов номидаги Россия иқтисодиёти университетининг Тошкент шаҳридаги филиали
ISSN3060-463X, 3060-463X
Nashr sanasi2026-09-01
Jild4
Son9
Betlar217-229
TilIngliz
Ilmiy sohaIqtisodiyot
Indeksga qo‘shilgan2026-09-19

Maqolaning asl sahifasi

Kalit so‘zlar

conceptual model; applicant attraction; higher education marketing; marketing mechanism; block specificity; binding constraint; explanatory modelling; Uzbekistan.

Ilmiy soha

Iqtisodiyot

Iqtibos keltirish

APAUmarov , Shuhrat (2026). DEVELOPING A CONCEPTUAL MODEL OF A MARKETING MECHANISM FOR ATTRACTING APPLICANTS. Муҳандислик ва Иқтисодиёт, 4(9), 217-229. https://muhandislik-iqtisodiyot.uz/index.php/journal/article/view/4324
GOST (OAK)Umarov , Shuhrat DEVELOPING A CONCEPTUAL MODEL OF A MARKETING MECHANISM FOR ATTRACTING APPLICANTS // Муҳандислик ва Иқтисодиёт. – 2026. – T. 4, № 9. – P. 217-229.
MLAUmarov , Shuhrat. “DEVELOPING A CONCEPTUAL MODEL OF A MARKETING MECHANISM FOR ATTRACTING APPLICANTS.” Муҳандислик ва Иқтисодиёт, 4(9), 217-229, 2026. https://muhandislik-iqtisodiyot.uz/index.php/journal/article/view/4324
ChicagoUmarov , Shuhrat. “DEVELOPING A CONCEPTUAL MODEL OF A MARKETING MECHANISM FOR ATTRACTING APPLICANTS.” Муҳандислик ва Иқтисодиёт, 4(9), 217-229 (2026). https://muhandislik-iqtisodiyot.uz/index.php/journal/article/view/4324
HarvardUmarov , Shuhrat (2026) ‘DEVELOPING A CONCEPTUAL MODEL OF A MARKETING MECHANISM FOR ATTRACTING APPLICANTS’, Муҳандислик ва Иқтисодиёт, 4(9), 217-229. https://muhandislik-iqtisodiyot.uz/index.php/journal/article/view/4324
BibTeX
@article{umarovshuhrat2026,
  title = {DEVELOPING A CONCEPTUAL MODEL OF A MARKETING MECHANISM FOR ATTRACTING APPLICANTS},
  author = {Umarov , Shuhrat},
  journal = {Муҳандислик ва Иқтисодиёт},
  year = {2026},
  volume = {4},
  number = {9},
  pages = {217-229},
  url = {https://muhandislik-iqtisodiyot.uz/index.php/journal/article/view/4324}
}

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