You don't need to transfer your hukou, and you don't need to go through the process of rural to urban. However, if you want to move your household registration, you must have a household registration certificate. Judging from the admission notice of Shandong Agricultural University, there is no need to go through any formalities for moving in the registered permanent residence, and there is no need to worry about the registered permanent residence.

Be sure to do as the admission notice says, and don't transfer accounts without authorization.