ІМІДЖ ВУЗУ ЯК СКЛАДОВА СИСТЕМИ ОСВІТИ
Image as a component of higher education system
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The article reveals the essence of the concepts of «image» and «the image of the University». It was found that the image - an integral part of any organization, directing its actions to create a favorable image in the market economy to establish a harmonious relationship with the public. The main components of the higher education institution’s image structure are analyzed.The author identifies 8 components. 1. The image of the educational services - representation of people about the unique characteristics, which, in their opinion, is the service. Additional services (attributes) – is that the university provides excellent properties. 2. The image of the consumers of educational services includes information on the lifestyle, social status and some personal (psychological) characteristics of the consumers. 3. The internal image of the organization – a presentation of the teachers and students of the university. The main determinants are the internal image of the organization’s culture and socio-psychological climate. 4. The image of the rector of the university and the Scientific Council includes representation of abilities, attitudes, value orientations, psychological characteristics, appearance. 5. The image of the personnel – is a collective, generalized image of the teaching staff. 6. Social image – representation of the general public about the social order and the role of the university in the economic, social and cultural life of society. 7. The visual image – presentation about the organization, based on the visual sensations that capture information about the interior of the buildings, lecture halls, branding the organization. 8. Business image – presentation about the organization as a subject of business activity. It was found that the image of the university is divided into four components: 1) the services of image – how good and necessary educational services it provides; 2) administrative and financial image – effectively manage the university, how optimally allocated budgetary funds received by the educational institution, and extra earned them in the provision of additional paid educational services; 3) the image of a public –active institution as a "member of society", as the subject of the region, which takes part in the educational institution of solving urgent social (and often cultural) issues; 4) the image of the educational institution as an employer – how it treats its employees and teachers, as an initiative supported by the (artistic and scientific) that offers professional growth. It was found that the effective image of institution of higher education is necessary not only to strengthen the position on the local market of educational services, but in general, the level of educational development in the region and in the country.
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