Impact of the university image on the choice of enrollees (TSU example)

Article shows that image of the universities is a powerful lever affecting choice of the
higher education institution by the enrollees. The authors, based on analysis of different literary sources,
regard that the elements of the higher education institutions image include  the indicators showing the
levels of education services, professors and leaders, as well visual characteristics, social and business
activities and originality of universities. In the authors‘ opinion, the higher education institution should
take care about formation of its image from the date of institution‘s establishment. They should care
about high level of education, satisfaction and loyalty of the staff members and students,
professionalism of the professors and teachers, as well as infrastructure and some other factors that
ensure positive assessment of its activities from the side of public. The article emphasizes that today in
Georgia the image of higher education institution is the powerful instrument for attraction of the
enrollees and key factor determining employment of the graduates. And as the instrument for formation
and maintenance of the university‘s image the authors offer extensive application of marketing
approaches at the education service market.