Student’s Segmentation and Targeting for Extracurricular Engagement

Effective student motivation in Russian private education should shift the focus away from external pressure towards the development of intrinsic autonomy, the practical value of knowledge, and personalized learning. The advantages of private schools, including smaller class sizes and curricular flexibility, make it possible to implement targeted, evidence-based approaches. The research was carried out at the International Gymnasium Skolkovo, a private school located within the Skolkovo Innovation Centre, Moscow, Russia. This study examines how student segmentation can inform communication about educational and social activities. An online questionnaire combining 14 closed-ended and 12 open-ended questions was distributed through school chats. Responses from 45 students in Grades 5–11 were analyzed descriptively. Seven grade-based student segments were considered alongside reported interests, awareness, participation, and communication preferences. The findings indicate uneven awareness of school opportunities, recurring time constraints, and demand for business, financial-literacy, and debate activities. Career guidance emerged as a priority because many respondents remained uncertain about their educational direction, while reported awareness of Career Centre opportunities was low. Mentors were an important information source across grades, although Telegram and peer communication became more prominent in some older groups. The study provides an exploratory basis for improving school communication, rather than evidence that a digital platform increases participation. A pilot should test whether consolidated information improves awareness and helps students select feasible activities. Keywords: student segmentation; targeted communication; extracurricular engagement; school marketing; career guidance; digital platform; SK-Life