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Article (journal) accessible at
Original TitleAssessment of school image
Parallel titleOcena solske podobeLudvík
Authors ; ;
SourceCEPS Journal 8 (2018) 2, S. 97-122
Keywords (German)Schule; Öffentlichkeitsarbeit; Image; Evaluation; Selbstevaluation; Qualitätsentwicklung; Bildungsmanagement; Corporate Identity; Forschungsstand; Sekundarstufe II; Fragebogenerhebung; Fallstudie; Tschechische Republik
sub-disciplineEmpirical Educational Research
Curriculum and Teaching / School Pedagogy
Document typeArticle (journal)
Year of creation
review statusPeer-Reviewed
Abstract (English):There seems to be a gap in the literature on educational management that focuses on school image and its assessment. This paper addresses this issue by reviewing the state of the art regarding school image and communication with the public. School image can be defined as the overall impression and mosaic synthesised from numerous impressions of individuals of school publics (pupils/students, teachers and deputies of school management, parents, and other stakeholders). School image is not what the headteachers understand it to be, but the feelings and beliefs about the school and its educational programme that exist in the minds of the school publics. The present study contributes to the literature by providing an overview of school image and by providing a practical application of a useful tool for assessing the content of corporate image. Semantic differential scales are used for marketing purposes and as a useful technique for measuring and assessing school image. Communication with publics and the development and sustainability of a positive school image influence not only the marketing of the school but also the educational process in the school. Today, shaping and maintaining a school image is even more important because of the curriculum reform, focusing on higher study process outputs, quality assessments, and accountability. The findings of this study have important implications for school marketing experts and researchers, headteachers, education policymakers, as well as teachers at schools. (DIPF/Orig.)
other articles of this journalCEPS Journal Jahr: 2018
Statistics Number of document requests
Checksumschecksum comparison as proof of integrity
Date of publication09.07.2018
Suggested CitationEger, Ludvik; Egerova, Dana; Pisonova, Maria: Assessment of school image - In: CEPS Journal 8 (2018) 2, S. 97-122 - URN: urn:nbn:de:0111-pedocs-156739
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