Modern methods of forming the image of an organization (study group) as an element of a marketing strategy

Abstract

The image of an organization (study group) is one of the forms of managing the choice of a potential client (a student and a teacher). The research problem remains relevant: firstly, society has become more conscious: students choose a university based on the image (status) of the organization; teachers make a choice in favor of cooperation and work in certain educational institutions, relying solely on the image of the organization, which corresponds to the personal values of teachers, secondly, there are still students in higher education institutions who have made the choice to enter the university based on proximity to home, and teachers do not identify themselves and their personal brand with the organization in which they work.