Image Of Higher Education Institutions Research Articles

Factors Influencing theFormation ofThe Image ofHigher Education andTheir Classification Features

This article analyzes the factors influencing the formation of the image of higher education institutions, classifying them into groups. These factors are assessed based on social, economic, informational-communication, and management approaches. Both internal and external factors are considered to evaluate their impact on the image of higher education institutions. Furthermore,the article examines one of the modern innovative approaches: the “iMagistr.uz” platform –a digital system for monitoring the scientific and pedagogical activities of graduate students, which serves as a new mechanism positively influencing the image of these institutions. This platform’s role in enhancing the image of higher education institutions through effective monitoringand evaluation of academic activities is critically analyzed. The article highlights the significance of integrating such innovative tools in improving the reputation and competitiveness of educational institutions on a global scale.

The Influence of Brand Image and Ethnic Identity on Decision to Study at Politeknik Unggul LP3M

This study aims to analyze the influence of brand image and ethnic identity on the decision to study at Politeknik Unggul LP3M. Prospective students form a perception of brand image based on the reputation and image of higher education institutions, and their awareness of their ethnic group influences their preferences and decisions when choosing an educational institution. This study employs a quantitative approach, utilizing a survey method that involves 200 respondents, specifically prospective students who are considering Politeknik Unggul LP3M as their educational choice. We collected data using a questionnaire, measured using a Likert scale, and analyzed the results using multiple linear regression. The results of the study show that brand image and ethnic identity have a significant influence on the decisiThe study demonstrates that brand image dominates the decision-making process, with ethnic identity following closely behind. decision, followed by ethnic identity. The management of Politeknik Unggul LP3M expects these findings to provide insight into formulating more effective marketing strategies by considering the factors that influence prospective students' decisions

Image of Higher Education Institutions: Main Components and Determinants

In the modern world, a significant role in the development of the innovative economy of the state is played by the training of highly qualified specialists who can produce new innovations and knowledge and build an efficient growing economy, manifested in the growth of the country’s GDP. The training of such specialists is the responsibility of higher education institutions, which in today’s, mainly Ukrainian, realities are struggling for applicants, which manifests itself in the formation of stakeholders’ perceptions of the university, i.e., the formation of its own image. The image of a higher education institution becomes an intangible resource on par with industrial and intellectual property. Today, higher education institutions are moving away from just teaching students and are becoming research centers in Ukraine and the world, working in the format of teaching, research, and commercialization. The reputation and perception of a higher education institution (HEI) by its stakeholders directly depend on its ability to operate effectively and serve as a link between highly qualified specialists and businesses. This creates competition between universities in shaping their own image. Along with traditional determinants, including rankings, it is now necessary to consider new factors that reflect the digital level of representation and communication of higher education institutions in the internet space. For this study, we selected higher education institutions (HEIs) with the highest positions in the Times Higher Education rankings in Ukraine and the countries of the Visegrad Group. These countries were chosen because of their geographical proximity to Ukraine, shared history and borders, and because they were among the last to become members of the European Union, which Ukraine aspires to join. This approach allows for an objective assessment of the image of Ukrainian higher education institutions in the context of Ukraine’s European integration aspirations. The methodological toolkit of the study was the entropy method of analysing the performance of the selected HEIs according to the Times Higher Education ranking and key indicators of the dynamics and visibility of their websites. The results obtained for the specific weights of the image subindicesindicate a 43% influence of presence on the internet. This study empirically confirms and theoretically proves that digital presence and visibility on the internet are significant factors in forming the image of higher education institutions. This indicates the need to strengthen the digital communications and representation of Ukrainian higher education institutions to improve their image. The research results can be helpful for educational institutions, politicians, and communication specialists who seek to enhance the image of their higher education institutions. The obtained results can be used to develop strategies for improving internet presence and communication practices, which will contribute to a general increase in the rating and prestige of higher education institutions.

The Use Of Social Media In Enhancing The Mental Image Of Higher Education Institutions:, A Field Study On A Sample Of Students Following The Facebook Page Of The Faculty Of Humanities And Social Sciences At The University Of Ouargla

The Use Of Social Media In Enhancing The Mental Image Of Higher Education Institutions:, A Field Study On A Sample Of Students Following The Facebook Page Of The Faculty Of Humanities And Social Sciences At The University Of Ouargla

Communication component in the formation of the image of higher education institutions based on a marketing approach

The work examines the communication component in the formation of the image of higher education institutions. The variety of approaches to defining the "marketing of educational services" category is summarized. The marketing of higher education institutions is substantiated within the framework of various concepts of marketing in the conditions of competition: production concept, product concept, sales concept, classical concept, socio-ethical concept. Partnership concept of marketing is singled out as a philosophy of higher education institution functioning. Attention is focused on the need to develop and implement an active marketing policy and use modern marketing tools and technologies for the development of the ecosystem of higher education institutions. The necessity of forming the image of a higher education institution as a certain system of evaluations of various target audiences, which are formed due to effective marketing communications, is updated. Establishing a partnership and deepening cooperation with partners of higher education institutions using marketing tools is an important tool for image activities of higher education institutions. Emotional marketing is one of the elements of forming a positive image, bright emotions and a sense of belonging to higher education institutions. This component has a direct relationship with the marketing and advertising of the university, because disappointments from expectations damage the image and reputation of the brand. A communication policy or a promotion policy, which involves the unification of all communication channels, tools and means of conveying information about the educational brand, educational product and educational services to target audiences, is one of priority areas of marketing activities regarding image formation. The necessity of forming a communication strategy of a higher education institution consisting of marketing, creative and media strategies is substantiated. Social media as part of the global digital infrastructure, which includes social networks, professional platforms, blogs, wikis and many other formats, is singled out as an important communication tool of institutions. The advantages of social networks for universities, namely: improved communication, activation of the processes of recruiting and admission of students, connections with graduates, dissemination of knowledge, promotion of research and achievements, strengthening of the brand, image formation and management of the university's reputation have been identified

Structural Model Kekuatan Kualitas Website dalam Membangun Citra Perguruan Tinggi

The website is an information technology facility that is the main branding tool for universities. This research uses studies at tertiary institutions that have changed from high schools to universities. This change has an impact on reducing the number of users accessing the website, so it is necessary to analyze the quality of the website to improve the image of universities. The aim was to analyze the quality of the website on the image of the university by mediating brand awareness, and its impact on user satisfaction and the intention to revisit the university's website. This research is quantitative research with a survey method. The sampling technique used purposive sampling. Questionnaires were distributed to respondents who met the criteria via Google Form in 2023 and obtained 278 respondents. The analysis technique used was Partial Least Square with Structure Equation Modeling (PLS-SEM) using measurement model evaluation and structural model evaluation using the SmartPLS application. The results of this study indicate that there is a strong influence of website quality in building a college's brand image. Improving the quality of the website is proven to be able to increase brand awareness and the image of higher education institutions. The impact of improving the university's image is increasing website user satisfaction so that there is an intention from users to revisit the university's website in the future.

Social responsibility and corporate image: a study in higher education institutions using structural equation modeling

The growing concern with issues related to the promotion of social responsibility principles is directly related to corporate image. As they are privileged training spaces, higher education institutions are environments in which everyday actions allow the incorporation of responsible practices that naturally develop a new social, moral, and ethical actions. In this sense, the present study aims to understand the type of influence that social responsibility exerts on the corporate image of higher education institutions. For that, quantitative research was carried out, using a structured questionnaire. Data processing occurred through the statistical structural equation modeling (SEM) technique, based on the covariance matrix (CM). The research findings offer relevant reflections for decision makers at higher education institutions, in the search for the improvement of methods that enlarge a good perception of the corporate image and aspects of social responsibility, contributing to create or strengthen these constructs that become differentials competitive in the sector, in addition to promoting social well-being.

Examining the aspects of institution choice in connection with the internationalization of higher education

International student mobility is increasing and transforming the image of higher education institutions. This study examines the factors that motivate international students in choosing a destination country. The aspects of the institution selection were examined using a non-parametric test, factor analysis and principal component analysis based on a sample of 270 people. Relying on the results of the research conducted in Hungary, the paper examines the factors influencing the selection of the destination country and further research examining the elements effecting the selection of the final host institution. Based on these results, the study disputes that economic and social impulses within the country of origin serve to “push” students abroad. However, the decision of which destination country to choose depends on several “pull” factors. The study features the usefulness of the quality of human environment, geographic proximity, tuition and living costs, scholarship opportunities, job opportunities after graduation, and the reputation of the destination country or institution, as well as the impact of linguistic proximity on student flow. The present empirical research reveals the close relationships between some pull factors, such as favourable geographical location, institutional support, the quality of the human environment, the expected balanced work environment after graduation, and the country of origin of international students. The results of the factor analysis confirm the underlying structure of the learning variables used in this research and provide empirical support for its application in future studies of international students' higher education study experiences.

Tendencies and prerequisites of higher education image formation of institutions in the modern market environment

Analysis of the current situation. Higher education institutions in Ukraine are in a competitive environment, and in a constant struggle for the best students, researchers, grants, and other budgetary and extra-budgetary funding. After all, funding for higher education in Ukraine is much lower than in European countries. Currently, due to the war in the country, many Ukrainians have gained access to education in the European Union, so more and more HEIs are developing a scientific component as an alternative source of replacing the loss of applicants, including foreign ones, who were lost due to the war in the country. This approach of science to educational institutions is in line with the 4th UN Sustainable Development Goal, namely subparagraph 4.4 - to improve the quality of higher education and ensure its close connection with science, and to promote the formation of cities of education and science in the country. However, these processes necessitate competition that is limited by financial resources. In recent years, Ukrainian educational institutions have been working more and more actively to enter national and global rankings of higher education institutions, trying to improve their positions in the rankings and formulate an opinion about their success among applicants, partners, entrepreneurs, local authorities, etc. Stakeholder engagement and maintaining the quality of education and research are key to ensuring compliance with labor market needs and attracting investment. The reorientation towards a socially responsible university reflects global trends and contributes to the formation of a positive image among the main stakeholders of the HEI. Adapting to these trends allows HEIs to successfully position themselves in the market, attracting students, teachers, and investors. The war in Ukraine restricts the full development and formation of a positive image of higher education institutions and leads to an outflow of intellectual capital from the country. The results of the study show that in terms of the "Brain Drain" indicator, Ukraine ranks among the worst in the world with an index of 8.9 out of 10, with only Samoa and Jamaica being worse off. The dynamics of entering the world rankings of universities, the number of students graduating by year, both domestic and foreign, are studied. The necessity of creating and promoting a positive image of higher education institutions in the modern competitive market environment, the need to position universities in the international globalized environment is substantiated.

Image Formation of Higher Educational Institutions in the Field of Culture Based on Communication Models

The issue of evaluating the effectiveness of image formation can be considered in two aspects: functional and communicative. The functional aspect of an effective image is implemented at the stage of image planning, and formulation of its core and basic characteristics. A competent and comprehensive assessment of the goals and objectives set for the image of the organization allows you to create an image that contributes to increasing the public capital of the HEI. The communication aspect of the effectiveness of image formation is focused on the correct delivery of information about the image to the target groups of the public. Skilful use of the right codes and channels for information transfer significantly increases the likelihood of creating an effective image of the HEI. The purpose of the research is to determine the main aspects of forming the image of a higher education institution in the field of culture based on communication models. Research methodology. To effectively achieve the purpose of the study, the methods of analysis and synthesis, generalization of theoretical data, observation, as well as a systematic approach were used. All this made it possible to analyze and determine the peculiarities of forming the image of higher education institutions in the field of culture based on communication models. Scientific novelty. The models of communication for the formation of a positive image of higher education institutions in the cultural sphere are revealed. Conclusions. Thus, we can conclude that the most effective model of mass communication for the formation of a positive image of higher education institutions is Lasswell’s model, as it is both a model of research of the communication process and a detailed plan of the actual communicative action. However, this model of communication has one drawback – it assumes that the transmitted messages always cause a certain expected effect. This model is overly optimistic and undoubtedly tends to exaggerate the effectiveness of the transmitted messages’ impact, especially when it comes to mass communication.

SOLUTIONS TO PROMOTE STUDENTS’ PARTICIPATION IN THE UNIVERSITY’S VISUAL COMMUNICATION ON FACEBOOK SOCIAL NETWORKING SITE IN VIETNAM

Social networking sites have a great influence on everyone, especially young people. In Vietnam, 100% of higher education institutions have a fanpage (an information page created on Facebook) to communicate images about the institutions’ activities. In order to promote the image of higher education institutions to the public, students are the main and effective human resources in communicating the university’s image on social networking sites in the most effective and objective way. Therefore, to achieve the desired effect, it is necessary to have appropriate solutions.<p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/edu_01/0568/a.php" alt="Hit counter" /></p>

Four key variables for determining the image of higher education institutions: a cross-national analysis based on undergraduate students

ABSTRACT Currently, the higher education sector can be considered a marketplace, within which university education is considered a marketable service in the literature on higher education management. The analysis of the variables that generate university image has been the subject of numerous studies on higher education institutions (HEIs). The purpose of this study was to analyse the comparative weightage of these variables to increase the robustness of the model developed in a previous study by Alcaide-Pulido et al. (2017) for the purpose of identifying the variables with greater explanatory power of the image that undergraduate students have of their universities. This work uses a sample of 438 undergraduate students (Spain and Portugal), using a support vector machine to classify them and conduct sensitivity analysis to detect key variables with greater weights. The findings reveal four determining variables: ‘value for money’, ‘ethical values and social responsibility’, ‘social networks’, and ‘university rankings’.

ОЛИЙ ТАЪЛИМ МУАССАЛАРИ БРЕНД ҚИЙМАТИНИ БАҲОЛАШНИНГ МОДЕЛИ

OVER THE PAST FEW DECADES, BRAND CAPITAL IDENTIFICATION HAS BEEN SEEN AS A PROBLEM WAITING TO BE SOLVED FOR MARKETING RESEARCHERS, AND A LOT OF RESEARCH IS BEING DONE. THE MAIN PURPOSE OF THIS STUDY IS TO IDENTIFY THE PROBLEMS ASSOCIATED WITH THE TRANSFORMATION OF THE FORMED IMAGE OF HIGHER EDUCATION INSTITUTIONS INTO A BRAND, AS WELL AS THE FACTORS CONTRIBUTING TO THE FORMATION OF THE BRAND OF UNIVERSITIES, MEASURING BRAND CAPITAL. THE RESULTS OF THE STUDY CAN BE USED TO SET KEY STRATEGIC GOALS FOR BRAND MANAGEMENT IN UNIVERSITIES.

Sinergitas Aktor Hubungan Masyarakat Dengan Media Dan Masyarakat Dalam Membangun Citra Institusi Perguruan Tinggi

The purpose of this study was to analyze the synergy of public relations actors with the media and society in building the image of higher education institutions. This type of research is qualitative research, data collection is done by observation and interviews. Finally, the data analysis obtained from the results of interview data processing was carried out. Then analyzed qualitatively. The stages of the analysis are to reduce data, present data, and finally draw conclusions. The findings of this study indicate that in enhancing the image of higher education institutions, public relations actors must synergize with the media and society by sharing information and data as a form of openness. The news about higher education institutions. The media has become an increasingly important stage for the external communication of institutions. Public relations has become a significant and powerful industry. Public relations actors work through the media to disseminate information, persuasion, and opinions to the public. So far, PR actors only build relationships with the media who work in areas that intersect with their work. Thus public relations in higher education are positioned as a liaison for the implementation of good cooperation between a university and the community.

THEORETICAL BASIS OF FORMATION OF FUTURE TEACHERS’ READINESS TO CREATE THE HIGHER EDUCATION INSTITUTION IMAGE

Education is an integral part of the life of society, on the development of which the intellectual and spiritual potential of the country depends. With penetration of market relations into the educational sphere, globalization of educational services, on the one hand, and the peculiarities of the demographic situation in our country, on the other, the role of marketing and PR technologies in shaping the image of higher education institutions is difficult to overestimate. Thus, the theoretical foundations of formation of the readiness of future teachers for creating the image of the education institution not only enhances the importance of an individual university, but also influences formation of the image of education as a whole.

СУЧАСНІ ДЕТЕРМІНАНТИ ГАРМОНІЗАЦІЇ РИНКІВ ПРАЦІ ТА ОСВІТНІХ ПОСЛУГ

У даній статті розглянуто такі поняття, як «освітня послуга» та «ринок освітніх послуг». Виділено специфічні характеристики освітніх послуг порівняно з іншими видами послуг. Проаналізовано стан та основні тенденції розвитку вітчизняного ринку освітніх послуг. Обґрунтовано, що на ринку освітніх послуг спостерігається перевищення пропозиції над попитом на освітні послуги. Основними причинами цього явища є зменшення кількості народжуваних осіб, вступ до іноземних закладів вищої освіти. Визначено важливість підвищення якості надання освітніх послуг, іміджу закладів вищої освіти та державного регулювання ринку освітніх послуг. Досліджено особливості та взаємозв’язок ринку освітніх послуг із ринком праці. Виявлено, що основною проблемою є відсутність взаємозв’язку між ринком освітніх послуг та ринком праці.

Social Media Centrality in Identity (Re)construction in Higher Education

Social media, including digital social networks, runs through a large part of society. This position paper analyses the social media centrality in identity (re)construction in higher education, seeking to add to the understanding of the social media’s role in the identity, both in the individual dimension – of several higher education actors (academics and students) – and in the identity of higher education institutions. In methodological terms, a selection and review of publications addressing this topic were conducted. Results allow concluding that it is critical to consider the growing relevance of digital social networks in shaping these actors’ identity, without disregarding the individual situations of great limitation or even rejection by the presence of digital social networks in identity (re)construction. Regarding the implications, at the theoretical level and according to the existing corpus of knowledge, there is a need for further studies to deepen the understanding of this topic. As a practical implication, while the presence of digital social media in human relationships is unavoidable in many instances, the intentional and relevant mobilization of these digital social media is crucial, both for higher effectiveness and efficacy of the academic-student interaction and for the dissemination and positive image of higher education institutions and academics.

The ways of improving the quality and results of the process of managing the image of a higher education institute of the pharmaceutical (medical) profile

Aim. To develop methodological approaches to the implementation of modern process technologies for improving the process of managing the image of higher education institutions (HEI) of the pharmaceutical (medical) profile in the educational market, which will increase the transparency and effectiveness of this process.Materials and methods. In order to achieve the aim of the study the analysis of foreign and domestic scientific literature and the current regulatory legal framework of Ukraine was conducted. Research methods were abstract-logical and monographic; methods of control survey and system analysis.Results. Determination of the essence of the image of HEI of the pharmaceutical (medical) profile has been suggested. The urgency of effective management of the image of educational institutions has been substantiated. In order to optimize and improve the quality management of the HEI image of the pharmaceutical (medical) profile, it has been proposed to introduce a process approach in accordance with the requirements of the international ISO quality standards. The appropriate process model has been built to meet the requirements of the European Educational Standards (ENQA, ESG). Based on the questionnaire developed with the involvement of 238 respondents a list of important qualitative characteristics of the image of HEI of the medical (pharmaceutical) profile has been determined. It has been found that the following components are the most important in terms of forming a positive image of HEI of the pharmaceutical (medical) profile: the reputation and recognition of HEI in Ukraine and abroad; the demand of graduates in the labor market and the quality of their employment; history, traditions and the corporate culture of HEI. The most widespread methods of promoting the image of the Ukrainian HEI on the Internet, which are appropriate for use in the marketing activity of the HEI of the pharmaceutical (medical) profile, have been analyzed.Conclusions. The introduction of the scientific and methodological approaches proposed to improve the process of managing the HEI image of the pharmaceutical (medical) profile will contribute to: effective implementation of the strategy of HEI; strengthening its image, which will have a greater impact on the target audience and increase the stakeholder loyalty; strengthening the HEI own competitive potential at the educational market and providing the sustainable advantages over other educational institutions, etc.

Удосконалення роботи веб-сайту для зміцнення іміджу закладу вищої освіти

Удосконалення роботи веб-сайту для зміцнення іміджу закладу вищої освіти

Формування професійно-педагогічного іміджу працівників вищої школи

У статті висвітлюються проблеми формування іміджу як головної складової професіоналізму педагога вищої школи; розкриваються особливості понять «імідж особистості», «педагогічний імідж», «професійний імідж»; визначається роль педагогічної іміджології у професійному становленні фахівця; пропонуються основні структурні компоненти формування професійно-педагогічного іміджу викладача; наголошується на важливості специфіки іміджу як невід’ємної частини професіоналізму в педагогічній діяльності; порушуються питання щодо створення позитивного іміджу сучасних закладів вищої освіти.