Management of image formation of a higher medical education institution

Abstract

Based on a study of psychological and pedagogical literature on the management of higher education
institutions, a comparative analysis of the concept "image of an organization" in the works of various authors
was conducted, and the most acceptable one in terms of improving the management of a higher medical
education institution was selected.
The article clarifies that the content of the process of image management of a higher education
institution is the formation (maintenance) of the image of a medical university, which corresponds to its
development strategy, and the creation of effective communication with target audiences. The article
examines the factors influencing the image of an institution of higher medical education and identifies key
elements, the management of which allows ensuring the desired image of the university in the minds of the
most important target audiences.
The article analyzes the existing process of image management of the state institution of higher
education Kharkiv National Medical University (KhNMU), and the distribution of functional responsibilities
among top managers of the institution.
The article substantiates the expediency of expanding the options for promoting educational services
of KhNMU through the use of traditional (advertising, Internet marketing and exhibition activities) and
innovative (event marketing, use of social networks and messengers, viral marketing) methods. A comprehensive analysis of the image of the institution of higher medical education revealed a
number of problems with the image management process at KhNMU. Therefore, the authors of the article
consider it expedient to pay attention to improving the level of image formation and to develop an
appropriate complex targeted program at Kharkiv National Medical University.