STRATEGY FOR CREATING AND MANAGING A UNIVERSITY IMAGE AS A KEY FACTOR IN ENHANCING LEARNERS CONFIDENCE IN THE EDUCATIONAL INSTITUTION

The 21st century is the century of steadily increasing volumes of free information, knowledge and various social technologies, a century of strengthening interregional and global competition. In this context, the role and importance of universities outweigh the immediate tasks that are solved by the higher school. The key institutions are the universities, which today represent information, scientific and cultural organisations as centres of theoretical and applied knowledge. The timeliness and the need to develop strategies and mechanisms for creating the image of educational institutions is determined by the role and place of education in the contemporarily world. The need to implement new approaches and methods to enhance the prestige of the university is evident by the fact that relations with society affect conditions for the functioning of universities and determine not only the level and quality of education, but also the development of the country both nationally and on an international level. The article presents the importance of university image as a factor for increasing the trust and motivation of students and PhD students. Properly created university image is the most effective way to work with the learners and potential learners which reflects on the key positions which can trigger automatic responses among the target audience. The strategy for creating and managing the image is an integral part of the effective functioning of the educational organisation.