In modern trends in higher education, as well as world tendencies of globalization of particular importance and relevance of the education quality management in higher education, its competitiveness. Educational institutions develop and implement in their own practice a marketing system that most effectively allows you to plan, organize and control the efforts of the educational institution to carry out its activities in a competitive environment.
In the current conditions, strategically thinking administrations and teams of higher education institutions are trying to use modern management technologies that increase the potential of universities, their ability to win the fight for applicants, grant programs, orders from the production side. One of these technologies is the technology of image work or image making, which is a system of procedures and operations aimed at creating and spreading an attractive image.
Successful image promotion makes the University attractive to consumers of its products, whether they are applicants, scientific institutions or enterprises of any sphere. At the same time, image is one of the most effective ways to reengineer the University environment, which provides for building up and mobilizing internal resources in order to improve the quality of professional education.
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