MANAGEMENT OF INSTITUTIONAL IMAGE IN THE CONTEXT OF UNIVERSITY-CITY INTERACTION

Nowadays, every institution and organization has an existing image, positive or negative. The current images of the institutions are formed depending on the various studies of the institution. The concept of corporate image, which is important for all institutions and organizations, affects the prefer ability of universities, the number of which is increasing day by day. The main subject of the study is to reveal the determinants of corporate image, which is an important element affecting the prefer ability of universities, specifically for Akhmet Yassawi University in Turkistan. Meanwhile, the problem of the research is the question of ‘’What are the factors that are effective in the formation of corporate image in higher education institutions?’’ The main purpose of the research is to reveal the corporate image and the factors that determine/affect the corporate image in universities. After determining the main subject and problem of the research, a comprehensive literature review was conducted. It was seen that in similar studies conducted in the literature review, only the survey technique was used as a quantitative research method. In order to make the study more comprehensive and to reach more reliable results, face-to-face in-depth interviews were conducted with 25 university students selected from the sample group determined before the survey study. As a result, the determinants of the institutional image of a university are generally determined as institutional communication, institutional quality, social-cultural activities, social responsibility, and institutional identity. The determined factors vary according to the various demographic characteristics of the participants (gender, class, faculty, etc.). Keywords: image, institutional image, university, city, university-city interaction, university-city relationship, university perception.