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  1. 1 Managerial Economics

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  1. 1 Kowalska-Jarnot K.

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  1. 1 2019

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Selected methods of studying a college’s image

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Kowalska-Jarnot K.
Managerial Economics
|
2019
|
vol. 20
|
issue 2
133-150
EN
Positive image and reputation building are important strategies in developing the permanent recognition of a college in the education market. Although it seems challenging to measure image and reputation, they are an important opportunity to gain a competitive advantage due to the fact that they are unique, hard to imitate and increase a college’s chances of attracting more students. Image management requires systematic marketing research. This article is the author’s proposition for a set of image research methods that can be used by colleges.
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