Building a model of image formation of a higher education institution in Ukraine

Abstract

The article determines that to create a positive image, higher education institutions need to have a clear idea of what image they need, in this regard, the model of image formation is determined. The concept of the model of image formation of a higher education institution, which is a system of interconnected components of internal and external images of higher education, as well as the means of their formation and implementation to match the image markers of the audience that has a direct (static) impact on performance HEI for a long time. To create a model of image formation of the Ukrainian institution of higher education, three models were presented and characterized: model of the process of image formation of A. Rotovsky; model of corporate image formation B. Ji; model of image formation of I. Vikentyev. As a result of the analysis of the specified models the general recommendations on their improvement are presented. The expectations of first-year higher education students of Ukrainian higher education institutions from the provided educational services in the 2017—2018 and 2018—2019 academic years were monitored. It was found that the main features that applicants paid attention to when choosing a higher education institution are: the quality of educational services with the necessary specialties, the possibility of internships abroad, employment with high wages, as well as the presence of well-known graduates and teachers. The most popular sources of information about the activities of higher education institutions for higher education seekers (acquaintances (relatives) studying at universities and official representations of the institution on the Internet (official website, social networks) are identified. A six-component model of image formation of a Ukrainian higher education institution is schematically presented; possible options for determining the expected effect (calculation of efficiency) of the implementation of image strategies in the activities of higher education institutions are considered.