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Understanding institutional image

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Abstract

An organization's image is not a clear, concise concept but rather a set of an individual's perceptions about the institution. An educational institution has a multifaceted image that includes academic, social, political, and perhaps stylistic dimensions. We discuss the use of the semantic differential research tool to investigate one institution's image. Specifically, we explore the following questions: (1) What are the differences between the institution's desired image and current image? (2) Do various constituencies view the institution differently? If so, how do alumni perceptions differ from those of current students? Does the institution's internal image differ from its external image?

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References

  • Kotler, P, and Fox, K. F. A. (1985).Strategic Marketing for Educational Institutions. Englewood Cliffs, NJ: Prentice-Hall.

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Authors and Affiliations

  1. Institutional Research & Planning, Tufts University, 28 Sawyer Ave., 02155, Medford, MA

    Dawn Geronimo Terkla

  2. Planning & Institutional Research, Columbia University, 211 Low Library, 10027, New York, NY

    Marian F. Pagano

Authors
  1. Dawn Geronimo Terkla
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  2. Marian F. Pagano
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Terkla, D.G., Pagano, M.F. Understanding institutional image. Res High Educ 34, 11–22 (1993). https://doi.org/10.1007/BF00991860

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  • DOI: https://doi.org/10.1007/BF00991860

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