THE IMPORTANCE AND ROLE OF MEDIA IMAGE IN THE STRATEGIC DEVELOPMENT AND CONTEMPORARY REPUTATION OF HIGHER EDUCATION INSTITUTIONS
DOI:
https://doi.org/10.5281/zenodo.17403470Keywords:
HEIs, reputation, image, media, marketing, transformation, digitalization.Abstract
This article analyzes the formation of image as a key element in the strategic development of higher education
institutions (HEIs). In today's educational landscape, HEIs face the challenge of creating and sustaining a competitive
image in a global context. The study explores various approaches to understanding the image of HEIs, defning it as the
distinctive characteristics that set an institution apart from its competitors. The HEI image is categorized into four main
components: internal, regional, national, and international.
To enhance competitiveness and maintain a strong position in the global market, universities prioritize strengthening their
image. In this process, media channels including the internet, social networks, academic journals, and university-produced
lectures play a crucial role. Universities seek global recognition by promoting their values, scientifc achievements, and
student services through these platforms.
The article highlights the media image as a vital factor in strategic development and overall competitiveness. As local
and international markets evolve, HEIs are increasingly focusing on updating and promoting their media presence. The
study provides an analysis of modern marketing strategies for developing the image of HEIs during their transformation
and strategic growth phases.
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