ASSUMPTIONS AND POSSIBILITIES OF IMAGE FORMATION OF THE HIGHER EDUCATION INSTITUTION IN THE INTERNATIONAL ENVIRONMENT

Abstract

A decreasing number of students creates intense competition. Therefore higher education institutions focus more on attracting international students. Higher education institutions use one of the most important marketing tools – a well-formed image of the institution. Although the image of higher education institutions influences the international students choices, the image formation model is not adapted to the international environment.

The relevance of the research. In the Order on Promoting the Internationalisation of Higher Education in 2021-2022 prepared by the Minister of Education, Science and Sport of the Republic of Lithuania, one of the priorities is to increase the visibility of Lithuanian higher education institutions and improve their image in the international environment. According to a research by the International Organisation for Migration, 8.4% of students in Lithuanian Higher Education Institutions are foreigners, however, the Ministry of Education, Science and Sport aims to increase this number. It can be assumed that the image of higher education institutions has an impact on a student's choice of higher education institution.

The problem of the research. Higher education institutions are making great efforts to create an image in Lithuania, but how it is created in the international environment can only be clarified by analysing this situation in practice. The methods of image formation in an international environment may work completely differently than in Lithuania. The image of HEIs in the international market is not a widely researched and studied topic. The situation is monitored at the Lithuanian level, but not enough research is carried out on how the image of HEIs should be formed in the international environment.

The object of the research is the image of higher education institutions in the international environment.

The aim of the research is to analyse assumptions and possibilities of image formation of higher education institutions in the international environment.

The objectives of the research:

1. To analyse the factors of image formation in higher education institutions.
2. To assess the existing channels of image formation in higher education institutions.
3. To present the concept of image formation in an international environment.
4. To highlight the factors and channels that determine image formation.
5. To research international students' perceptions of image formation in higher education institutions.

Research collection and data analysis methods: systematic analysis of scientific literature, document analysis, statistical data collection, questionnaire survey, and data analysis.

The results of the research. The author presents the following research conclusions:

1. Image formation in the international environment is defined as a combination of many factors and it has a big impact for the success of an organisation. International branding can be standardised, adapted, customer-specific or global. The correct image formation in international environment gives a company distinctiveness, enhances the value of the organisation and helps to attract tangible and intangible resources.
2. The image of a higher education institution is formed by various factors, such as the cost of tuition fees, the competence of the staff, feedback, infrastructure, and the correct and understandable information. Different channels are used to communicate image: electronic media, print media, direct mail, telemarketing, public relations, internet. The choice of channel is mainly influenced by the target market to be reached. The main communication channels of the higher education institution are virtual: the higher education institution‘s website, social networks, e-mail, other publicly available information on website.
3. The research showed that most international students are satisfied with the image of the higher education institutions they study at. The most appreciated elements are a good image of the staff, the buildings and the websites, while the least appreciated elements are the visual style and social networks. Higher education institutions do not use enough tools to create an image. Detailed information about study quality, additional services, study process and lectures would help to improve the image. Half of international students would prefer to receive this information on social networks, with Instagram, YouTube and Facebook being the most popular, and via email. The information should be presented in visual form (videos, photos) or in a mixed format (texts combined with visual material).