Open AccessDeterminants of Building Image and Reputation of University Towards Its Stakeholders
Author(s) -
Krzysztof Gołata,
Bogdan Sojkin
Publication year - 2020
Publication title -
marketing instytucji naukowych i badawczych
Language(s) - English
Resource type - Journals
eISSN - 2353-8503
pISSN - 2353-8414
DOI - 10.2478/minib-2020-0008
Subject(s) - reputation , scope (computer science) , institution , image (mathematics) , public relations , set (abstract data type) , business , process (computing) , sociology , marketing , political science , computer science , social science , programming language , operating system , artificial intelligence
The aim of the article is describinig the role and place of image and reputation in a university and research institution in the process of competing on the education market. The article presents current views on the scope of these concepts as well as the mutual relations between the image and reputation in business entities. The fundamental importance of university relations with internal and external stakeholders in shaping both image and reputation was pointed out. The second part presents a set of image and reputation determinants in the case of a university. In addition, the role and place of the university rector was emphasized in building the image and reputation of the parent university in the light of Act 2.0.