НАУКОВА ДІЯЛЬНІСТЬ ЯК ФУНДАМЕНТАЛЬНИЙ ЧИННИК ПОБУДОВИ ІМІДЖУ НАВЧАЛЬНОГО ЗАКЛАД

The place and role of scientific activity as a fundamental part of establishing the image of an educational institution is considered in the paper. The influence of image-making components of scientific activity and research on the outcome indicators of a university activity is forecasted. The necessity to consider a scientific and research component as a fundamental constituent of a university image is proved and substantiated. The study into scientific and research activity in the “school-university” system and the analysis of its characteristics is carried out on the example of the research and educational complex People’s Ukrainian Academy. The structural elements comprising the system of scientific and research activity of all participants of research and education in People’s Ukrainian Academy and ensuring its functioning are identified. Characteristics, key achievements of research in PUA as a continuing education complex are presented in the paper, as well as special features of scientific activity in an experimental educational institution currently conducting a social experiment concerning actual problems of modernity. The influence of the scientific activity system in continuing education on its efficiency and the level of engagement of all parties involved is characterized, correspondence between a university scientific activity and the image of the educational institution, including its graduates’ competitiveness, is establishe