Corporate image of an educational organization as a marketing tool for increasing competitiveness

DOI: 10.15293/1812-9463.2101.02

УДК 155.9+371 

Kohan Natalia Vladimirovna

Candidate of Pedagogical Sciences, Associate Professor of the Department of Education Management of IDO, Novosibirsk State Pedagogical University,
Novosibirsk. E-mail:

Oleynik Irina Sergeevna

Deputy Director of the municipal state educational institution Krasnoobskaya secondary school No. 2, Novosibirsk. E-mail:


The article characterizes the concept of the image of an educational organization, reveals the specifics of competitiveness in the field of education, the concept of “corporate image”, factors that influence the formation of an organization’s image. The monopolistic nature of competition in the field of education is indicated as the use of two different directions of competition, which is associated with the peculiarities of the educational service provided. The purpose of the article is to substantiate the marketing strategy of preference in the process of managing the corporate image of an educational organization in order to ensure its competitiveness and promote educational services, and identify optimal marketing technologies. The open character of the education system, the features of competitive processes are emphasized. The descriptions of marketing tools are given that allow the effective implementation of the targeted impact of the educational organization on the external environment. The result of the study is to determine the conditions for using the corporate image as a marketing tool for increasing the competitiveness of an educational organization.

Keywords: educational organization, competitiveness, corporate image, marketing tools, marketing strategy, marketing technologies.


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