ʺForming the image of an educational institution - the requirements of todayʺ

Abstract

The article analyzes the principles and features of image formation of an educational institution in
modern conditions. At the moment, the changes implemented in the educational sphere with the help of
state programs allow us to say that the development of education in our country is a priority. Each
educational institution is faced with the task of increasing educational potential and preserving its
autonomy with the help of modern management approaches. The key factor influencing the formation of
the target audience is the image of the educational institution. The image of an educational institution is
understood as an emotionally colored image that has purposefully defined characteristics and is designed
to exert a psychological influence on specific groups of consumers. With a positive image, an educational
institution is able to successfully compete on the market of educational services, there is an opportunity to
attract an additional number of highly qualified personnel, entrants. The purpose of the article is to define,
substantiate and analyze the features of the formation of the image of an educational institution, the
structure of the image of an educational institution, the trends of the transformation of the educational
sphere into the sphere of socio-cultural activity, the system of socialization, communication and the
system of cultural and educational services in the context of training a future specialist with a high sociocultural potential as a requirement for creating a bright, harmonious socio-cultural image of an educational
organization and its popularization on the market of educational services. The weak and strong positions
of forming a positive image in the modern market of educational services were identified and analyzed.
The problem of building the image of an educational institution, which in modern conditions is forced to
compete on specialized markets (markets of applicants, labor, reputations, etc.) in a global context, is
defined. The developed approaches to the interpretation of the category "image of the educational
institution" in modern conditions are considered.