QUALITATIVE METHODS OF ASSESSING THE IMAGE OF HIGHER EDUCATION INSTITUTIONS AS A COMPONENT OF INTERNAL MARKETING AND INCREASING COMPETITIVENESS

Abstract

The process of evaluating and improving the image in the market of educational and scientific services is becoming especially relevant today due to the demographic decline over the last ten years, resulting in a reduction in demand for educational services, and thus increased competition. At the same time, higher education institutions should pay considerable attention to the process of comprehensive assessment and improvement of the image, because it is the image that increases their competitiveness. Despite the significant interest in image research by both domestic and foreign experts, most researchers do not pay attention to the quality assessment of the higher education institutions’ image in the market of educational and scientific services. Qualitative methods use sociological and expert methods of analysis of indicators. Marketers claim that almost the entire range of methods for studying consumer attitudes can be used to assess an image, including the semantic differential, consumer prototypes, building various scales, psycholinguistics, and more. So the article summarizes and adapts the approaches to assessing the image of higher education institutions (HEIs) and explores its basic principles in the system of internal marketing, such as manufacturability of the indicators’ system for assessing the image, evaluation’s efficiency, analysis and forecasting, systematic, complexity, adequacy, compliance with the requirements and conditions of operation and development. In particular, normative, factor-criterion, target (problem-oriented), social-perceptual and system (complex) approaches are distinguished. In this context, the types of HEI image’s evaluation (by nature, complexity, completeness, place of the subject, time, goals, regularity) are identified and system analysis of qualitative methods to assessing the image of the HEI is performed.

How to quote:

Bilovodska OA, Boenko OY Qualitative methods of assessing the image of ZVO as a component
internal marketing and increase competitiveness. Proceedings
National University "Ostroh Academy". Series "Economics": scientific
magazine. Ostrog: NaUOA Publishing House, March 2021. № 20 (48). Pp. 38–45.

Formulas: 0; fig .: 3; tab .: 0; bibl .: 2.

Links:

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pri_provedenni_yakisnih_doslidzhen˃ [in Ukrainian] (March 25, 2021).
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