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An important step in this process was the adoption of the Madrid Convention (1980) and the organization within the EU Council Of the Committee of regions-an Advisory body with the right of political initiative [1].

In the Single European act (1986), a separate Chapter spelt out the need for economic and social cohesion and thus laid the Foundation for a regional policy based on solidarity [2].

The clear principles of the foundations, and in fact of the communitarian regional policy, were developed during the preparation and during the radical reform of the Structural funds of 1989, which was based on four basic principles:

a) the full concentration of funds in the neediest regions; b) program, not project approach;

с) partnership at all levels, from national to local;

d) complementarity, i.e. joint allocation of funds from national and supranational budgets. Expenditures for these purposes by 1993 reached 31% of all expenditures of the European

Community [3.P.197-208].

The Maastricht Treaty on European Union (1992) disclosed provisions related to the notion of subsidiarity (separation of subjects of reference at different levels). The Cohesion Fund has also been established to finance projects in the field of environmental protection and the development of TRANS-European networks in lagging EU member States.

In 1990, the first conference of transboundary regions was held, during which special attention was paid to the harmonization of policy measures related to the arrangement of transboundary territories.

The European Union summit in Helsinki in December 1999 can be considered the starting point of the European discussion on policy towards future neighbours, the results of which clearly showed that by 2004-2005 at least 10 new members should be expected to join the Union and, accordingly, a significant expansion of borders to the East. Ukraine, Belarus and Moldova were to become the EU's new immediate neighbours after 2004. The border with Russia was also expanding, and its Kaliningrad region was isolated within the EU and the Schengen area [4.P.27- 48]. The initiator of the development of the European "neighborhood policy" in 2001 was Poland, which at that time was not a member of the European Union. The Ministry of Foreign Affairs of Poland in June 2001 presented a document entitled "Eastern policy of the European Union in anticipation of the EU enlargement, including the countries of Central and Eastern Europe"[5]. At first, the discussion was an exchange of views in the form of letters and informal documents.

In April 2002, the EU Council discussed the possible prospects for a "neighbourhood policy" and called on the European Commission and the high representative for the common foreign and security policy, Javier Solana, to make proposals on this issue, taking into account the differences in EU relations with these countries and their heterogeneity in terms of «political and economic development" [6]. From that point on, the common European neighbourhood policy became a constant theme at meetings of the EU Council and the European Council. The first sketches of the future neighborhood policy were presented in the second half of 2002. The priority areas of cooperation in these documents were economic cooperation, development of trade relations and convergence of regulatory frameworks, which fully reflected the nature of the EU policy as primarily an economic Union. In his speech at the conference of the European community of scientific associations, the head of the European Commission Romano Prodi formulated the thesis - "everything but institutions", which implied close integration of neighboring countries with the European Union, but not formal accession to it, although in the future such a prospect was not completely excluded. The essence of this integration is that the neighboring countries must adopt the whole set of principles, norms and values on which the EU is based. In the field of economic integration, it was envisaged to extend the "four freedoms" to neighbors, that is, the free movement of capital, goods, services and people, and in the field of political integration - the participation of neighboring countries in the activities of the Common foreign and security policy [7].

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At the first stages of the discussion of this program, the recipients of the future policy of "good neighborliness" were understood only by the Eastern European neighboring countries: Ukraine, Moldova, Belarus and, possibly, Russia. At the end of 2002, it was decided to include not only the Eastern but also the southern neighbors of the EU in the framework of the formed policy of "good neighborliness". The European policy of "good-neighbourliness" was a serious step towards cooperation between the EU and neighboring States, as until the 90s of the twentieth century, the European Communities had no experience of collective relations with the countries of Central and Eastern Europe.

During the fifth phase of the enlargement of the European Union, 10 new countries joined the EU in 2004 and 2 more countries in 2007. The Enlargement pushed the EU's borders to the East and created new external borders. In 2003, the European Commission prepared a report entitled "Greater Europe-neighbours: a new framework for relations with the EU's Eastern and Southern neighbours", which proposed to combine several European programmes for cooperation with neighbouring States into one common policy. This new unified policy aimed to create a ring of friendly, stable and prosperous States around the European Union to ensure stability along the EU's external borders.

The main objectives of the European neighbourhood policy were:

- creation of a common economic space, which meant the expansion of the EU internal market and the inclusion of neighboring countries based on harmonization and transfer of regulatory norms and rules;

- expansion of the "soft security" space, which implies the fight against crime, illegal migration, drug trafficking, etc.;

- settlement and prevention of regional armed conflicts;

- political stabilization of neighboring countries, assistance to transformational processes and improvement of the situation in the sphere of human rights.

Thus, the new European policy did not envisage the prospects for the accession of neighboring member States to the EU but promoted political cooperation, economic integration and, ultimately, access to the EU common market.

In May 2004, the European Commission published a broader strategic document entitled "European neighbourhood policy". This document stipulated the specific conditions of cooperation between the EU and the countries participating in the new policy. Also, the 2004 document paid special attention to the issue of energy security, and the strengthening of an energy partnership with neighboring countries was presented as an important element of the "good neighborly policy".

In 2006, the regulation on the establishment of the European neighbourhood and partnership Instrument was promulgated, which determines the procedure for financing the ENP and has legal force. In 2008, the European Union unveiled two new projects of cooperation with its closest neighbours.

In May 2008, the project, called "Eastern partnership" was presented at a meeting of heads of diplomatic departments of the EU by the foreign Ministers of Poland and Sweden. In July 2008, the initiative was approved by the European Council, and the accelerated implementation of the project was facilitated by the conflict between Russia and Georgia. In December 2008, the European Commission presented concrete proposals for the Eastern partnership. The Commission stated that "stability, better governance and economic development on the Eastern borders of the European Union coincide with its interests" and that it is the member States with experience of transformation that should play a key role in the Eastern partnership project [8].

On May 7, 2009, the first Eastern partnership summit was held in Prague, where the joint Declaration was adopted. The first working meetings took place a month after the summit and in December 2009 the first formal meeting of the Eastern Partnership Foreign Ministers was held in Brussels. Implementation of this policy has begun.

The Prague Declaration States that "the main objective of the Eastern Partnership is to create the necessary conditions for accelerating political and economic integration between the European Union and interested partner countries". It was planned to solve this problem by promoting political

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and socio-economic reforms in the Eastern Partnership countries. At the same time, it was proposed to develop cooperation both on a bilateral and multilateral basis. The bilateral format of cooperation envisaged the deepening of bilateral ties between the European Union and each of the Eastern partners through the conclusion of bilateral agreements (Association agreements, free trade area agreements, bilateral dialogue on visa liberalization), as well as through closer bilateral cooperation in several areas and technical assistance. Under the multilateral format of cooperation, the EU and Eastern partners overcome common challenges as a group. 4 main priorities or thematic platforms were identified as the basis for multilateral cooperation:

- democracy, good governance and stability (administrative reforms, anti-corruption measures, development of civil society institutions, free media, etc.);

- economic integration and convergence with the sectoral economic policy of the European Union, including the creation of free trade zones;

- energy security (reliable energy supply to both partner countries and the EU; development of renewable energy sources);

- development of contacts between citizens (liberalization of the visa regime and at the same time strengthening the fight against illegal migration).

Each platform includes high-level representatives from Central Executive authorities, parliaments, civil society, international organizations (Council of Europe, OSCE), international financial institutions, the private sector and social partners.

The Eastern partnership was to receive concrete expression in six " flagship initiatives»: 1. Integrated border management.

2. Promoting the development of small and medium-sized businesses. 3. Regional electricity markets, energy efficiency and renewable energy. 4. Diversification of energy supply.

5. Prevention of natural and man-made disasters, preparation for them and reaction to them. 6. Environmental management.

The first working meetings of the members of the European Commission and the EU member states, as well as the six partner countries, took place a month after the summit in Prague, and in December 2009 the first formal meeting of the foreign Ministers of the Eastern Partnership was held in Brussels. Polish Foreign Minister Radoslaw Sikorski at a joint press conference with his Russian counterpart Sergei Lavrov invited Russia (in particular – the Kaliningrad region) in some programs of the "Eastern partnership". However, Russia refused to include Kaliningrad in the scope of the Eastern partnership.

In 2011, the Euronest Parliamentary Assembly was established to promote cooperation between the Eastern partners and the EU. Euronest consists of 60 members of the European Parliament and 10 parliamentarians from each member state of the Eastern partnership (except Belarus).

In the same year, the second Eastern Partnership summit was held in Warsaw. The Eastern partners, EU representatives, as well as heads and representatives of EU member states, updated their agreements and goals during the meetings. The Belarusian authorities refused to participate in the forum after a scandal with the organizers, although its representatives participated in the preparation of the summit. At the end of the summit, the participants adopted a joint Declaration, in which they expressed their agreement to continue the implementation of the program adopted at the first summit [9].

In July 2012, the forum of foreign Ministers of the European Union and the Eastern Partnership countries ended in Brussels. The agenda included a discussion of the interim results of the Eastern Partnership and its development prospects, but the main topic of discussion was the deterioration of the human rights situation in Belarus.

The third Eastern Partnership summit was held in Vilnius in 2013. During the summit, Moldova and Georgia initialed the Association Agreement with the European Union. It was also envisaged to sign an Association Agreement and An agreement on a deep and comprehensive free trade area with Ukraine, but a few days before the summit, the government of Ukraine suspended

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открытых дверей. Остальные сегменты ЦА (ориентированые на саморазвитие и получение softskills) (2;3) заинтересованы в мероприятиях развлекательного характера. С абитуриентами также обсуждался вопрос о том, какая аудитория для общения на мероприятии привлекает их больше всего. Важно было выяснить, есть ли отличия между сегментами абитуриентов в том, с кем бы им хотелось пообщаться на мероприятии. Анализ интервью не выявил здесь отличий во взглядах абитуриентов, ориентированных на карьеру и ориентированных на саморазвитие (1;2). Определение конкретной аудитории для общения оказалась важным аспектом для амбивалентной группы респондентов (3). Школьники этой группы отмечают, что необходимо встречаться с выпускниками университета и со специалистами, работающими в конкретной профессиональной сфере. Старшеклассники отмечают, что это может помочь им сделать выбор.

Таким образом, проведенный анализ на первом этапе позволил предположить, что для абитуриентов, ориентированных на карьеру или саморазвитие (1;2), ключевыми группами для общения на мероприятии являются студенты и преподаватели, потому что этим абитуриентам необходимо представлять сам процесс обучения. Для абитуриентов амбивалентной группы (3) важно понять, какие возможности открывает обучение, поэтому приоритетными группами для общения для них являются выпускники и специалисты данных профессиональных областей. Это позволяет сделать вывод о том, что тип мотивации поступать в университет влияет на предпочтительные группы для общения на мероприятии. Кроме того, с респондентами обсуждалось, насколько важен для них источник информации о мероприятии. Карьерно-ориентированные респонденты (1) отметили, что для них важно получить информацию из официальных источников – преимущественно с сайтов университетов, а также от родителей. Предпочтения в каналах получения информации об университетских мероприятиях выявлены и у группы абитуриентов, ориентированной на саморазвитие (2), и у амбивалентной (3) – это социальные сети и др. Данные выводы позволяют предположить, что тип мотивации для поступления в университет влияет на предпочитаемый канал получения информации о мероприятиях для абитуриентов.

Результаты первого этапа исследования позволили уточнить задачи для второго этапа исследования и составить вопросы для сбора количественных данных. Основным методом второго этапа исследования был выбран онлайн-опрос. В результате проведения онлайнопроса было получено 320 ответов. Для контроля над качеством полученных данных был проведен отсев по времени заполнения опроса (время заполнения должно составлять не менее 10 минут), а также отсев по IP-адресам, для того чтобы исключить множественные заполнения. В результате проведенного отсева для анализа использовались результаты 232 завершенных опросов. Более 70% респондентов сейчас обучаются в одиннадцатом классе, что позволяет говорить о высокой мотивированности для выбора вуза для поступления. В данном анализе использовались три типа мотивации абитуриентов для поступления в университет: карьера; карьера + саморазвитие; амбивалентный тип мотивации.

Онлайн-опрос состоял из двух блоков. Первый блок был нацелен на выявление мотивации абитуриентов для поступления в высшие учебные заведения. Он состоял из девяти утверждений, каждое из которых описывало определенную модель предполагаемого поведения будущего студента. Утверждения были сформулированы на основе полученных качественных данных на первом этапе исследования. Утверждения были разделены по типам мотивации поступления, на каждый тип мотивации приходилось по три утверждения. Респондентам предлагалось отметить, отвечает ли приведенное утверждение их выбору. Данные, полученные на этом этапе, позволили сегментировать абитуриентов на этапе анализа данных (SPSS). В результате было выявлено три сегмента абитуриентов. Для их описания использовалось сравнение средних значений 9 переменных (3 блока по 3 переменных), которыми были закодированы вопросы с утверждениями о мотивации поступать в университет. При анализе средних значений были сделаны следующие выводы: 1. Для первого сегмента (102 респондентов) средние значения для каждого блока из трех

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