Zarządzanie wizerunkiem szkół średnich

Podstawą do przygotowania niniejszej monografii była analiza literatury polskiej i obcojęzycznej z zakresu teorii marketingu, zarządzania, ekonomii, psychologii oraz socjologii. Główny cel studiów literaturowych stanowiło dokonanie krytycznej analizy zagadnienia, jakim jest zarządzanie wizerunkiem organizacji w szkolnictwie. Zastosowana została metoda analizy i krytyki literatury oraz metoda opisowa. Ze względu na niewielką liczbę opracowań podejmujących problematykę zarządzania wizerunkiem w szkolnictwie przeprowadzone zostały także badania empiryczne w oparciu o metodę komunikowania się pośredniego z respondentami z wykorzystaniem kwestionariusza ankiety oraz metodę komunikowania się bezpośredniego z respondentami techniką wywiadów swobodnych.

The changes in education after 1990 resulted in intensification of competition between secondary schools. There are many educational offers, and their evaluation and selection is difficult due to the intangible and specific nature of the educational service. In this situation, the school image became a natural instrument of competition. The essence of image management is systematic communication with the school’s internal and external environment in order to gain a favourable market position. The main objective of the monograph is to assess the process of managing the image of a secondary school, with particular emphasis on the factors influencing this image and the role of marketing communication in its development. The monograph consists of four chapters. The first chapter presents issues related to shaping the image of an organization with particular emphasis on the specificity of education. The second chapter presents the concept and role of marketing communication. Models, as well as traditional and modern tools of marketing communication used by organizations in order to conduct a dialogue with the environment and develop its image have been characterized. The third chapter presents the research results. The methodology adopted for the purpose of the research procedure and the results of pilot, qualitative and quantitative research on image management in secondary education were described. Qualitative research was carried out among 30 representatives of the educational community. The third chapter also discusses in detail the results of quantitative research conducted among 240 high school students from the Łódź Voivodeship. On the basis of the conducted analyses, factors significant from the point of view of shaping the image of secondary schools were assessed and key sources of information and marketing communication tools that should be used when managing the image of a secondary school were indicated.