The role of social projects in shaping a university’s image – a case study of “Bee in the City”

Purpose: With the development of the market economy, the situation in the domestic market for educational services provided by universities has changed. Currently, it is characterized by increasing difficulties in attracting service recipients. Due to the demographic decline, the number of potential candidates for studies is decreasing, and some of them choose to study abroad. On the other hand, there is a large number of educational offerings, but their evaluation and selection are hindered by the intangible and specific nature of the service. In this situation, universities' image-building activities become a natural instrument for competing in the market. The essence of these activities is systematic communication with both the internal and external environment of the university to gain its approval (meet or exceed its expectations) and thus achieve a favorable market position. This raises the question: Do social projects implemented by universities contribute to building their positive image? Design/methodology/approach: The aim of the presented study was to verify the claim that the implementation of social projects is an effective tool for building a positive image of Czestochowa University of Technology, using the example of the project “Been in the City”. The study was conducted using a questionnaire survey. The research group consisted of high school students and teachers cooperating with the University, as well as university students and academic staff. Findings: The study found that through social projects, the University fulfills its educational mission and engages internal stakeholders in solving local community problems. Social projects are an effective tool for building positive relationships with the environment, which is a crucial element of image building. Such initiatives must not be isolated or incidental, as inconsistent efforts may, over time, erode the University's credibility and have a detrimental impact on its institutional reputation and public perception. Originality/value: The article outlines the principles of effectively utilizing a university's social engagement to shape its image. It emphasizes the importance of identifying stakeholders' needs and communicating valuable content. The study recommends implementing the concept of social engagement within the Czestochowa University of Technology. Keywords: university, university image, social engagement, green university. Category of the paper: research paper.