IMAGE AS A PART OF CORPORATIVE CULTURE OF MODERN HIGHER EDUCATIONAL ESTABLISHMENT

The development of competition between education al establishment surge them to take an active market position, improve the quality of educational services, explore the demand on educational products and needs of labor market. High demands of educational services consumers encourage leaders of HEE to use methods, which contribute the attraction of different consumers groups. In front of modern educational institutions raises the necessity of forming its own image. This need defines by several factors: complicated demography; differentiation and variability of higher school system: difficulty of choosing of directions and perspectives of education; need of educational and management practice in forming of understanding of institution; work experience of educational establishment in given sphere. The subject of the research is image as a part of corporative culture of higher educational establishment in modern educational market. The aim of the article is to define the essence of the meaning, examine the structure, research main stages of forming and systematization of theoretical positions about forming of corporative culture and image of HEE in the educational services market. The results of the work may be applied while communication in the process of forming of positive image between HEE and educational services consumer. The image forming is simultaneously the process and the function: modeling and design, construction, conservation, monitoring, protection, correction, i.e. management. It is a specific complex of steps that promotes the loyalty from clients, in volment of new consumers, enhancing the image of uniqueness of modern university. When solving the task of image forming, we should notice, that the image is related with the impression about the university and with its imago, that can be positive or negative. It is an import ant part of modern university management system, which creates conditions for its surviving and development; its aim is to change the behavior of people, that demand sousing of specific forms, methods, tools, means for psychological, social, economic and management in fluence inside and outside the university.