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Selected methods of studying a college’s image

Kowalska-Jarnot Katarzyna

Managerial Economics

2019

Vol. 20, no. 2

133--150

Positive image and reputation building are important strategies in developing the permanent recognition of a college in the education market. Although it seems challenging to measure image and reputation, they are an important opportunity to gain a competitive advantage due to the fact that they are unique, hard to imitate and increase a college’s chances of attracting more students. Image management requires systematic marketing research. This article is the author’s proposition for a set of image research methods that can be used by colleges.