Assessment of the university’s image based on the theory of stakeholders

Abstract

Object: To show approaches to understanding the image when considering the image of the university. The idea of correlating the image of an organization with its competitiveness is an interpretation and, as scientific research shows, the main function of the image is to form a positive attitude towards someone or something. The complex of measures allowing to manage the competitiveness of the university with the help of its image is proved.
Methods: The authors used several methods: analysis, strategic analysis, stakeholder analysis, focus group method, calculation of the competitiveness coefficient of the image-forming factor, graphical method.
Findings: We calculated the overall competitiveness coefficient of a particular university, as a result of which this indicator immediately became lower. The image of the university under study did not correspond to the target indicator. Thus, this coefficient makes it possible to determine the competitiveness of the university or, conversely, it does not exist in terms of image-forming elements.
Conclusions: According to the data obtained, the areas that form the image with which work should begin soon have been identified, since they are important for students and for studying the competitiveness coefficient.