Firm positions in the labor market are occupied by specialties under the general name «information technology», these specialties include: «computer science», «managing information systems and technologies», «cybersecurity», «software engineering». The number of vacancies in these specialties in 2021 amounted to 8,635 units, which is 12.9 % of the total. Since 2017, the share of vacancies in these specialties has increased by 1 %.

In this context, the positions of the specialty «Accounting and Auditing» decreased slightly. Compared to 2017, its share decreased from 10.1 % to 8.7 %.

The position of the group of specialties under the conditional name «marketing, advertising and PR, media communications» has considerably strengthened. Compared to 2017, the share of the number of vacancies in these specialties has almost doubled from 4.7 % to 7.7 %.

The share of the number of vacancies in the educational program «Financial Management» has doubled. In 2017, it had 2.5 %, while in 2021 it gained 5.1 %. The share of the group of specialties «tourism, hotel and restaurant business» has more than doubled, from 0.8 % in 2017 to 2.3 % in 2021.

In general, the analysis of the dynamics of vacancies in the regional labor market for the specialties in which the university trains specialists allows to reasonably build a marketing strategy for its development.

Vacancies as their parameters have not only the specialties for which the analysis was conducted, but also the level of education, work experience.

Parameter «b» from the vacancy formula V_i{a, b, c, d, e}.

An important requirement in the ads is the presence of experience in the specialty. Data processing of ads for 2016, 2017, 2018, 2021 in relation to the requirements of work experience are presented in Table 2.2.

The least demanding in terms of work experience are employers in the educational program «Banking». Proposals for specialists in this educational program without work experience contain an average of 46.65 % of ads per year. Also, small requirements for work experience are put forward in advertisements for specialists in specialties and educational programs: «entrepreneurship, trade, exchange activities», «personnel management», «social management», «legal regulation of the economy». For them, the average percentage of vacancies over the years without the requirement of work experience ranges from 27.7 % to 34.1 %.

According to the obtained data, the most demanding to work experience are employers for specialists with the educational program «Accounting and Auditing». Only 11.3 % of advertisements offer jobs for these professionals without work experience, while on average, 56 % of advertisements offer jobs for candidates with three or more years of work experience.