Volungevičienė, Agnė

The paper deals with the need of identifying customer of higher education institution. In order to successfully operate in higher education market, institutions first have to identify and understand their customers. Higher education institutions adopt the students as customer concept in order to satisfy needs of the students (customers). Understanding students’ perspectives on the use of this business concept in higher education institutions is necessary for their effectiveness. The term „customer” can be defined as the recipient of with the efforts of work produced production or a purchaser of services. The customers of higher education institution understand the brand, but also pay more attention (with applications) for better measured brands. Better brands achieve better quality among the students and it raises the overall reputation of the university. Students are not only customers of higher education services. Students could be called customers as well as products of higher education institutions. Student as customer concept is based on the educational processes. Student as product means being specialist after studies at higher education institution. Student as product is seen from the third side – employers – position. The scientific problem is vaguely formulated characteristics of customer of higher education institutions which beg the question what may be called the customer of higher education institution? The object of the paper: customer of higher education institution. The aim of the paper is to describe the major characteristics of higher education institution customer. Research methods: analysis, comparison and aggregation methods of scientific literature. Higher education institution customers are secreted into internal and external. Internal customers are people or departments who receive the goods and services within the organization. [...]

Education system have the main role solving problems of problems in Europe like globalization, aging society, requirements of new technologies and skills. Vocational training become equivalent part of lifelong learning system. Vocational education providers, vocational training institutions are responsible for solution of these problems. That is why one of the main vocational training institutions tasks – to be attractive and flexible organization, where young people study using new learning methods, forms and can gain wanted profession as well. The aim of the article is – to offer forming model of vocational training institutions image considering factors and assumptions. The objectives of the article are as follows: 1. To discuss the concept of vocational training institutions image; 2. To analyze the factors, which determines the image in organizations; 3. To present forming model of vocational training institutions image. The first article part is theoretical analysis of the problem, where disclosed the importance of the vocational training institutions image. In the second article part there is defined the prevailing attitudes of the organization‘s image, represented the process of organization image creation and the analysis of the factors shaping it. In the third article part authors formulate the concrete propositions - the model of vocational training institutions image. Model was formed considering theoretical analysis of the problem. The result of the research is a built-up model of forming vocational training institutions image, which helps to determine the main factors of the image in vocational training institutions and to see how it work together.

The article deals with the need of forming vocational education image. There are outlined the importance of image to operational efficiency in vocational training institutions. In marketing, the critical role of institutional image in custumers buying intentions is well known. In educational services management, these concepts are extensively used as positioning instruments to influence students‘ choice of a education institution. Moreover, the institution‘s image and reputation may also have impact on students decision to stay for advanced studies. The understanding of the role of institutional image helps management to use them more effectively in communication strategy aimed at enhancing the institutions positioning statement, and as such contributes to a better understanding of these two constructs. Recent research into understanding the process of corporate image has called attention to both the process of production of corporate image by the organization and the process of reception of corporate image in the audience members. This complicated process of producing, managing, and receiving organizational image has been recognized as a flexible, evershifting, multi-factored process, even subject to environmental factors outside the control of the organization and of audience number. Education system have the main role solving problems of problems in Europe like globalization, aging society, requirements of new technologies and skills. Vocational training become equivalent part of lifelong learning system. Vocational education providers, vocational training institutions are responsible for solution of these problems. That is why one of the main vocational training institutions tasks – to be attractive and flexible organization, where young people study using new learning methods, forms and can gain wanted profession as well. [...]

The goal of this article is to introduce vocational training institutions image forming features. In order to achieve the objective there was analyzed the factors relevant to the concept of image. Authors present the process of image creation and identified factors that shape a positive image of the organization. There was also defined conception of vocational training and revealed the theoretical characteristics of vocational training institutions image.