THE HIGHER EDUCATIONAL INSTITUTION IMAGE AS A PEDAGOGICAL PROBLEM

Formulation of the problem. The educational sector reform, including higher education in Ukraine and its entry into the European space has changed the requirements not only for teachers. The universities image is changing, both on the part of the state and higher education institutions, and on the part of the public and students. Nowadays the educational institution success should be complemented by its individuality manifestation, an indicator of which is a certain level of image formation of the higher educational institution. The staff uniqueness of the educational institution is its component. Thus, there is no doubt about the relevance of this problem and its practical solution significance. It should be noted that the issue of the higher educational institution image creation needs to be studied. The scientific developments on the research topic are analyzed and the issue of formation of the higher educational institution image as a pedagogical problem, that requires detailed research, is clarified in this article. Materials and methods. In the scientific process, dissertation research materials, pedagogical and scientific literature were used. To achieve the goal of the study theoretical and empirical methods: analysis and systematization; observation; written and oral interview; analysis, systematization, generalization were used. Results. The following trends in the formation of the higher educational institution image should be proposed: - the management and teaching staff of the higher educational institution should consider the university image as a condition for ensuring its positioning in the market and increasing its competitiveness; - the presence of the higher educational institution image should be associated with an increase in the prestige, and, consequently, the authority and influence of the higher educational institution in the state; - the higher educational institution image influences the choice of an educational institution by students as a base for vocational training. Conclusions. Thus, an effective strategy for the formation of the higher educational institution image is a tool for influencing the perception of a higher educational institution by various subjects and stakeholders’ groups, which increases its competitiveness potential.