Profesinio rengimo institucijos įvaizdžio ir jį formuojančių veiksnių analizė
Analysis of vocational training institutions image and its forming factors

Summary/Abstract: The article deals with the need of forming vocational education image. There are outlined the importance of image to operational efficiency in vocational training institutions. In marketing, the critical role of institutional image in custumers buying intentions is well known. In educational services management, these concepts are extensively used as positioning instruments to influence students‘ choice of a education institution. Moreover, the institution‘s image and reputation may also have impact on students decision to stay for advanced studies. The understanding of the role of institutional image helps management to use them more effectively in communication strategy aimed at enhancing the institutions positioning statement, and as such contributes to a better understanding of these two constructs. Recent research into understanding the process of corporate image has called attention to both the process of production of corporate image by the organization and the process of reception of corporate image in the audience members. This complicated process of producing, managing, and receiving organizational image has been recognized as a flexible, evershifting, multifactored process, even subject to environmental factors outside the control of the organization and of audience number. Education system have the main role solving problems of problems in Europe like globalization, aging society, requirements of new technologies and skills. Vocational training become equivalent part of lifelong learning system. Vocational education providers, vocational training institutions are responsible for solution of these problems. That is why one of the main vocational training institutions tasks – to be attractive and flexible organization, where young people study using new learning methods, forms and can gain wanted profession as well. There are no researches published about most popular vocational education institutions in Lithuania, they are not rated like universities. Attraction of vocational training and its status in society reveals with the number of students studying at vocational training institutions. It is important to to educe factors which are significant in forming positive vocational training institutions image. In the article there is analysed the image of Lithuanian vocational training institutions, including image and its genesis of public institution Kaunas Vocational training centre for service business specialists. How are the image formed and what kind of the factors determined it were researched. The object of the research – vocational education image. The aim of the research – to research the image and its forming factors of vocational training institution. The objectives of the article are as follows: To review the researches made of vocational training image; To prepare and ground the methodology of vocational training institution image research; To summarize the results of empirical research.

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