Published: 15 March 2015
Purpose: to study the dynamics of professional and educational needs of the students of the correspondence department of the Ural Institute of Management branch RANEPA. Methods: in 2015, six years later, a repeated panel case study on a unified program and methodology. The study was conducted in the framework of the strategy case-study. We used the methods of comparative analysis, focus groups, questionnaires, and interviews. The novelty of the work is to collect new primary sociological information and the creation of complex copyright recommendations applicable to both the specific situation of the study and to the same object of study in higher education in Russia. The results: a study has shown dynamic preferences of potential and actual customers of the Academy; It revealed the ideal and real images RANHiGS and the difference in the minds of the respondents; found out the best way possible advertising campaigns, created a set of recommendations address the identified problems.