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Selected methods of studying a college’s image

Author

Listed:
  • Katarzyna Kowalska-Jarnot

    (College of Economic and Computer Sciences, Cracow)

Abstract

Positive image and reputation building are important strategies in developing the permanent recognition of a college in the education market. Although it seems challenging to measure image and reputation, they are an important opportunity to gain a competitive advantage due to the fact that they are unique, hard to imitate and increase a college’s chances of attracting more students. Image management requires systematic marketing research. This article is the author’s proposition for a set of image research methods that can be used by colleges.

Suggested Citation

  • Katarzyna Kowalska-Jarnot, 2019. "Selected methods of studying a college’s image," Managerial Economics, AGH University of Science and Technology, Faculty of Management, vol. 20(2), pages 133-150.
    • Handle: RePEc:agh:journl:v:20:y:2019:i:2:p:133-150
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    File URL: https://journals.agh.edu.pl/manage/article/view/3800/2460
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