Research of university image
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Date
2013-08-01
Authors
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Volume Title
Publisher
Technická Univerzita v Liberci
Technical university of Liberec, Czech Republic
Technical university of Liberec, Czech Republic
Abstract
The article deals with the concept of a university image which is currently gaining importance in the context of a school self – evaluation and escalation of the competitive environment in the tertiary education. The author first defines the concept of image based on the definitions of corporate identity, corporate communication, corporate culture and design. Furthermore, it defines school image specificities, especially a university. University image may become one of the decisive factors in the decision-making process of applicants for studies, leads to other clientswillingness to cooperate with the school and influences employees´ loyalty to a university. The article describes the theory of image research and its methodological procedures. The method of image analysis using the techniques of simplified semantic differential – polarity profile that captures the subjective feelings of the respondent is presented in more detail. The author presents the methodology and results of the research of image that was made for the needs of the Faculty of Economics, Technical University of Liberec, within the years 2007 – 2013. Findings from the research are captured by the individual curves of semantic differential. Specific recommendations for the management of the Faculty of Economics, Technical University of Liberec are deduced from the findings of the three surveys. The author reflects on what can the image analysis bring to a university in general and to a surveyed faculty specifically. The article concludes with the indicated importance of university image for various interest groups, potential and current students, staff, alumni, companies working with a university and employing graduates of the school. If the faculty wants to survive in the competition, it must inform public of how good its study programme is, how high level of academic workers there is, what prospective employment can its graduates obtain, what other conditions its students have.
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Subject(s)
identity, image, marketing communication, university, image research
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ISBN
978-80-7372-953-0