Communication Management in Educational Institutions
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ZSIGMOND, Istvan. Communication Management in Educational Institutions. In: 3rd Central and Eastern European LUMEN, 8-10 iunie 2017, Chişinău. Chișinău, Republica Moldova: Editura LUMEN, 2017, pp. 282-283. ISBN 978-973-166-461-3.
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3rd Central and Eastern European LUMEN 2017
Conferința "3rd Central and Eastern European LUMEN"
Chişinău, Moldova, 8-10 iunie 2017

Communication Management in Educational Institutions


Pag. 282-283

Zsigmond Istvan
 
Sapientia Hungarian University of Transylvania
 
Disponibil în IBN: 6 decembrie 2021


Rezumat

As the competitive nature of the higher educational environment is increasing in Eastern Europe, it is important for universities to construct a distinct image. However, managing institutional brands used not to be a priority for educational institutes from this region. An important activity of image management activities is investigating consumer expectations and measuring their satisfaction with the services offered. We present the results of a survey-based investigation regarding expectations of highschool students about education, their considerations when choosing the higher educational institutes to study, and their image about the main higher education institutes from Transylvania (Romania). A second survey addressed attitudes of undergraduate students regarding educational services and the general image of the university they attend. Comparing the results of the two investigations makes possible to discover the differences regarding the positive and negative attitudes about an institute of the two groups. When potential customers (future students) does not have the desired image of an educational institute, there is a communicational challenge in propagating positive and real institutional characteristics, as supported by information collected from actual students (resulted from personal experiences). This process gives an insight on the nature of information to be propagated for constructing a desired institutional image.

Cuvinte-cheie
institutional image, communication strategy, customer behavior