Abstract:

The image of university that belongs to the category of organisational (corporate) image, is always functional and certain tasks find their solution with its support. The functions of corporate image are, first of all, positioning of the organisation, defining the organisation's goals and tasks in terms of customers’ needs. Secondly: promoting action and willingness to act in the desired direction, forming attitudes and certain patterns of social behaviour. A good university reputation helps to build public loyalty to the university. Establishing a positive image of the university and maintaining it will strengthen the competitiveness on the educational market. It is therefore necessary to develop a policy of university communications that not only draw the attention of candidates but also focuses on all stakeholders.The position of university is reflected in its mission, which defines the purpose and objectives of educational and scientific activities as well as the tasks in the field of regional development and international activities.

This article presents the essence and importance of a university image that is capable of generating trust and motivates learners. A communication policy is also presented, which could create a favourable image, which is a general idea, consisting of a set of beliefs and feelings, that are formed among the consumers (real and potential) of the educational goods and services about the educational organisation.

Keywords:

Image, university, students, communication, education.