Aukðtojo mokslo sektoriuje didëjant konkurencijai ðalies viduje bei vis labiau patiriant tarptautiná spaudimà, universitetø ávaizdis ágauna lemiamà reikðmæ sëkmingai jø veiklai ar net iðlikimui. Vakarø ðaliø mokslininkai jau senokai yra nustatæ, kad universitetas yra viena ið ástaigø, kurios sëkminga veikla visiðkai priklauso nuo jos ávaizdþio, o kai kurie ðios srities tyrinëtojai teigia, jog tai bene pats vertingiausias universitetø aktyvas. Aukðtojo mokslo institucijos vis agresyviau naudojasi rinkodaros komunikacija, stengiasi pasiekti svarbiausias universitetams interesø grupes – studentus, dëstytojus, mokslininkus, partnerius, valstybines institucijas. Lietuva kol kas nepatiria pasaulyje vyraujanèiø studentø skaièiaus ir finansavimo maþëjimo tendencijø, taèiau ir mûsø ðalyje neabejotinai suvokta studentø pritraukimo ir ávaizdþio puoselëjimo svarba. Ðiame straipsnyje aptariamos bendrosios universitetø ávaizdþio formavimo teorinës áþvalgos, komunikacinio dëmens reikðmë, o teiginiai iliustruojami Vilniaus universiteto ávaizdþio pirmojo tyrimo etapo duomenimis.
Higher education institution image: stakeholder approach
Albinas Marčinskas, Vilija Gudonienė, Greta Drūteikienė
Summary
The image of a university plays the crucial role in creating a competitive advantage in the increasingly competitive and internationalising market. The image of higher education institutions is a very complex entity quite different from the image of business organizations. It is a function of universities’ marketing and other communication activities and how they are perceived by their stakeholders, it is a construct of multiple images negotiated by the receiver, formed on limited and sometimes inaccurate information. The article investigates the ideas concerning the concept of universities’ image and studies of image configuration, factors, components and impressions among the stakeholders as presented in the scholarly literature. Data of study of Vilnius University image factors among the students and the staff confirm the importance of cognitive and affective dimensions of the university image and offers some implications for the image management and communication.