DETERMINANTS OF BUILDING IMAGE AND REPUTATION OF UNIVERSITY TOWARDS ITS STAKEHOLDERS
The aim of the article is describinig the role and place of image and reputation in a university and research institution in the process of competing on the education market. The article presents current views on the scope of these concepts as well as the mutual relations between the image and rep...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
The Institute of Aviation
2020-03-01
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| Series: | Marketing of Scientific and Research Organisations |
| Subjects: | |
| Online Access: | http://minib.pl/determinanty-budowania-wizerunku-i-reputacji-wyzszej-uczelni-wobec-jej-interesariuszy/ |
| Summary: | The aim of the article is describinig the role and place of image and reputation in a university and research institution
in the process of competing on the education market. The article presents current views on the scope of these
concepts as well as the mutual relations between the image and reputation in business entities. The fundamental
importance of university relations with internal and external stakeholders in shaping both image and reputation was
pointed out. The second part presents a set of image and reputation determinants in the case of a university. In
addition, the role and place of the university rector was emphasized in building the image and reputation of the parent
university in the light of Act 2.0. |
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| ISSN: | 2353-8503 2353-8414 |