THE IMPORTANCE AND ROLE OF MEDIA IMAGE IN THE STRATEGIC DEVELOPMENT AND CONTEMPORARY REPUTATION OF HIGHER EDUCATION INSTITUTIONS
Abstract
This article analyzes the formation of image as a key element in the strategic development of higher educationinstitutions (HEIs). In today's educational landscape, HEIs face the challenge of creating and sustaining a competitiveimage in a global context. The study explores various approaches to understanding the image of HEIs, defning it as thedistinctive characteristics that set an institution apart from its competitors. The HEI image is categorized into four maincomponents: internal, regional, national, and international.To enhance competitiveness and maintain a strong position in the global market, universities prioritize strengthening theirimage. In this process, media channels including the internet, social networks, academic journals, and university-producedlectures play a crucial role. Universities seek global recognition by promoting their values, scientifc achievements, andstudent services through these platforms.The article highlights the media image as a vital factor in strategic development and overall competitiveness. As localand international markets evolve, HEIs are increasingly focusing on updating and promoting their media presence. Thestudy provides an analysis of modern marketing strategies for developing the image of HEIs during their transformationand strategic growth phases.