Research on motivation for consuming educational services in the field of business education and the prospects for using the acquired knowledge in professional activities

At the present stage, the place of receiving educational services in the field of business education is significant for applicants since, when choosing, they are guided by the reputation of the educational institution and the qualifications of the scientific and pedagogical staff. Understanding what motivates people to invest time and money in business education allows educational institutions to develop more effective and targeted training programs that better meet the labor market’s needs and students’ career ambitions. In conditions of intense competition and rapid technological changes, continuous professional improvement is a key factor in the success of individual specialists and organizations. The article aims to study the motivation to receive educational services in business education and the prospects for using the knowledge obtained in professional activities in modern conditions. Based on the generalization of the survey results, the features of the provision of educational services and the experience of consuming such services were determined. The goals of obtaining a business education and the prospects for applying the acquired skills in a professional environment were identified, considering readiness for possible changes. It was found that applicants are often focused on ensuring personal development and status. Business education is also needed to meet formal requirements during employment and master the skills of managing socio-economic relations. It has been proven that there is a high demand for practice-oriented educational services in business education in modern conditions. It is substantiated that the motives for obtaining business education in certain higher education institutions often depend on such factors as possible career growth and income increase, launching or scaling one’s own business, changing professional direction, international connections and opportunities, expanding professional connections, and the desire to obtain relevant knowledge and skills. Keywords: motivation, educational service, business education, skills, knowledge, professional activity, digitalization.