Научно-методические подходы к оценке и управлению имиджем высших учебных заведений фармацевтического (медицинского) профиля

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Рецепт. 2020; : 167-186

Научно-методические подходы к оценке и управлению имиджем высших учебных заведений фармацевтического (медицинского) профиля

Посылкина О. В., Лесная А. Г.

https://doi.org/10.34883/PI.2020.2.2.026

Аннотация

Статья посвящена рассмотрению проблемы роли имиджа в обеспечении конкурентных преимуществ высших учебных заведений (вузов), в том числе вузов фармацевтического (медицинского) профиля, на рынке образовательных услуг. Обобщены результаты исследований, проведенных украинскими и зарубежными учеными относительно ключевых проблем формирования имиджа вуза. Определены основные составляющие имиджа вуза в разрезе различных сегментов потребителей. Выявлены факторы, которые влияют на формирование привлекательного имиджа вуза фармацевтического (медицинского) профиля. В соответствии с требованиями международных стандартов качества и европейских образовательных стандартов ЕNQА и ЕSG разработана система управления имиджем вуза фармацевтического (медицинского) профиля, определены ее основные составляющие, функции и условия взаимодействия с внешней средой. С целью обеспечения условий для прозрачного и эффективного функционирования системы управления имиджем вуза фармацевтического (медицинского) профиля определены основные процессы и подпроцессы этой системы и построена соответствующая процессная модель с использованием методологии IDЕF0. На основании разработанной анкеты с привлечением 212 экспертов определен перечень наиболее значимых качественных характеристик имиджа вуза фармацевтического (медицинского) профиля. Установлено, что наибольшую значимость с точки зрения формирования положительного имиджа вуза фармацевтического (медицинского) профиля имеют следующие составляющие: известность и признанность вуза за рубежом; востребованность выпускников на рынке труда и качество их трудоустройства; история, традиции и корпоративная культура вуза; наличие в вузе признанных за рубежом научных школ; участие вуза в проведении крупномасштабных мероприятий международного и регионального уровней; наличие сертифицированной системы менеджмента качества в вузе и пр. Разработан алгоритм оценки имиджа вуза фармацевтического (медицинского) профиля. Предложена система мероприятий, направленных на формирование привлекательного имиджа вуза фармацевтического (медицинского) профиля в современных рыночных условиях.

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Recipe. 2020; : 167-186

Scientific and Methodological Approaches to Evaluation and Management of Image of Higher Education Institutions of Pharmaceutical (Medical) Profile

Posilkina O., Lesnaya A.

https://doi.org/10.34883/PI.2020.2.2.026

Abstract

The article is devoted to the problem of the role of image in ensuring competitive advantages of higher education institutions (universities), including universities of pharmaceutical (medical) profile in the market of educational services. The results of studies carried out by Ukrainian and foreign scientists on key problems of formation of the image of higher education institutions are summarized. The main components of the image of higher education institutions are defined in terms of different segments of consumers. Factors that influence formation of attractive image of higher education institutions of pharmaceutical (medical) profile are revealed. In accordance with the requirements of international quality standards and European educational standards ENQA and ESG, a system for controlling the image of pharmaceutical (medical) profile higher education institutions has been developed, its main components, functions and conditions of interaction with the external environment have been defined. For the purpose of providing conditions for transparent and effective functioning of a control system of image of higher education institution of a pharmaceutical (medical) profile the main processes and subprocesses of this system are defined and the corresponding process model with use of methodology of IDEF0 is constructed. Based on the developed questionnaire with the participation of 212 experts, a list of the most significant qualitative characteristics of the image of the university of pharmaceutical (medical) profile has been determined. It has been established that the following components have the greatest significance, in terms of the formation of a positive image of higher education institutions of pharmaceutical (medical) profile: fame and recognition of higher education institutions abroad; the demand of graduates in the labour market and the quality of their employment; the history, traditions and corporate culture of higher education institutions; the existence of scientific schools recognized abroad in higher education institutions; participation of higher education institutions in large-scale activities at the international and regional levels; availability of certified quality management system in higher education institutions, etc. An algorithm for evaluating the image of a pharmaceutical (medical) profile university has been developed. A system of measures aimed at forming an attractive image of higher education institutions of pharmaceutical (medical) profile in modern market conditions is proposed.

References

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Научно-методические подходы к оценке и управлению имиджем высших учебных заведений фармацевтического (медицинского) профиля

Аннотация

Scientific and Methodological Approaches to Evaluation and Management of Image of Higher Education Institutions of Pharmaceutical (Medical) Profile

Abstract

События

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