Methodological approach to the digital transformation of university business processes for interaction with applicants

The article develops a methodological approach to the digital transformation of university business processes for interaction with applicants. The relevance of the research is determined by increasing competition among higher education institutions, the development of digital communication channels and the need to move from the digitalization of individual admission procedures to the management of an end-to-end interaction process. The purpose of the article is to substantiate an approach that structures interaction with applicants, defines managerial actions and forms a system of indicators for assessing effectiveness, efficiency and quality of interaction. The methodological basis includes systemic, process, institutional and customer-oriented approaches, as well as comparative analysis, logical decomposition of business processes and development of performance indicators. The scientific novelty lies in representing university interaction with applicants as an end-to-end managerial business process in which digital tools are considered in relation to data, regulations, responsibility of units and managerial decisions. The practical significance consists in the possibility of using the proposed approach to diagnose admission campaigns, identify bottlenecks, select digital tools and assess the effects of digital transformation.