Factors Influencing the Formation of the Educational Institution Image (Based on an Example of the Center of Education № 1953 "Moscow-98")

While the competition on the educational market is increasing caused by the consolidation of educational institutions throughout Russia, each school seeks the way to improve the quality of knowledge of its graduates and thus, initially wants to recruit the most gifted students. This is possible only with proper work at the image of the school that includes many components and is a calling card for parents of children. There is a lack of a methodology that can be applied in the Russian market to identify factors that influence the image of the educational organization. Also, while studying literature on this topic (scientific articles in particular), it was revealed that in Russia, unlike many other countries, such studies are not very popular. At the same time, even if they are conducted, they are more often devoted to the image of organizations that provide higher education than secondary education. Purpose of the study: identify the factors that influence the formation of the image of the educational organization and develop a methodology adapted to the specifics of schools to identify these factors (based on an example of the Center of Education № 1953 "Moscow-98"). Primary data was collected by the questionnaire method. Regression analysis was conducted and Needs & Gaps matrix construction. In order to analyze the data the software SPSS and Microsoft Excel were used. Recommendations given can be used by the Center of Education № 1953 "Moscow-98" as well as by Russian schools to improve the image. The methodology developed on basis of the results of this study can subsequently be used to study the factors that influence the formation of the image of educational organizations in the entire market of educational services.