Classification of university communication channels with prospective student in the context of digital transformation of education

In the context of the digital transformation of higher education, the need to systematize university communication channels with applicants is growing, which is hampered by the lack of unified methodological approaches. The aim of this study was to develop a classification of university communication channels with applicants in the context of dynamic technological development. The materials used were scientific publications on educational marketing and empirical data on the communication practices of 20 Russian universities participating in the Priority 2030 program. The methodological basis included an analysis and synthesis of the literature, content analysis of the official websites, social media, and instant messaging apps of the universities, a comparative analysis, and systematization and grouping methods (the study was conducted from January to March 2026). As a result, a classification was proposed based on five key criteria: the interaction environment, the degree of university control over the channel, the nature of the communication, the level of personalization of the message, and the functional role of the channel. The framework encompasses both traditional and modern digital communication tools. The developed classification represents a practical tool for strategic planning and auditing of communication strategies, which contributes to increasing the effectiveness of attracting applicants in a changing media environment.