Research on the Image of a School

Abstract

By promoting and introducing the commercial way of management and behaviour, transition countries, and Croatia among them, found themself facing numerous challenges. One of these challenges is the appearance of competition in all the areas of human activity, including education. Many processes have additionally contributed to this, with globalisation as their mutual denominator, and membership in the EU also affects the development of competition in this area. Therefore, it is not surprising that the areas of economic consideration and practice are also used more often in education. “Consumers”, who are the
key segment of the environment due to their importance, deserve full attention of the educational management. The
benefits and advantages resulting from good image have been accepted a long time ago, and are recognised in the
developed world countries. One of the most important ones is certainly the role of image in the positioning of products and services, which means taking a certain place regarding the competition in the consciousness of consumers and service users. Image can be “the one thing” that makes a difference. Therefore, the purpose of this paper is to point out the importance of image control, the competition advantages that it can bring, how and why it is necessary to research and follow it.