Post on 29-Dec-2015
Education Quality and University Image
Algirdas MISKINIS
Birute GALINIENE
Albinas MARCINSKAS
Greta DRUTEIKIENE
Vilnius University
Faculty of Economics
EAIR Coppenhagen August 26, 2008
Education Quality and University Image
University’s activities cannot be restrained just to: research achievements variety of study programmes Study processesNew requirements for modern universities: to research the needs of society and its separate groups,
search for the ways to satisfy diverse needs of the society and students
to search for ways to reach and please a large variety of internal and external influence groups in order to meet their needs and thus create among these groups a good image, reputation and eventually prestige
Education Quality and University Image
The main factors affecting university image: • geographical location • university type (state or private) • complexity of entry requirements and average
grades of applicants • faculties research achievements • the quality of studies • offered study programmes • libraries • university budget • tuition fees etc
Education Quality and University Image
Image elements (Palacio et al., 2002) :• Cognitive image (facilities, courses,
atmosphere, admission, tuition fees, teachers, education quality, student preparation, practical/theoretical variation, requirements, student orientation, student-teacher communication distance, distances between university and society, university and business, the number of students, popularity of university, traditional university, innovative university, age of university, etc
• Emotional image (pleasant - unpleasant, boring - stimulating, stressful - relaxed, gloomy - lively)
• General image (positive – negative)
Education Quality and University Image
• University image is not self-oriented matter, it should support the formation of favourable attitudes towards particular university and determine decisions of individuals in selecting university as a place to study or work, to sponsor or cooperate
• People frequently lack information needed for an objective perception of university image therefore here is a gap in perception of university image by university itself and by society
• It is important to acknowledge the university image in the society and to reach out for more correct and favourable image
Education Quality and University Image
Image and study quality• University image and quality of studies must be
assessed together
The quality of studies is generally affiliated with such characteristics as
theoretical knowledge practical skills relevancy of the subjects taught professional teaching communication skills content of the study programmes proper facilities and inventory
Education Quality and University Image
However, diverse influence groups in the organization and
outside (teachers, students, administration, graduates, employers, governmental institutions, parents etc.) link the quality of studies to different characteristics
the perception of the quality of university studies is often very subjective and diverse
study quality dimensions are important for students, whereas potential employers are mostly interested in study results (skills) and do not care for university research achievements
Education Quality and University Image
Vilnius University• founded in 1579 • the largest university in Lithuania • number of teachers and research fellows 2 881• number of students 22 865 • Faculty of Economics is the largest at the
university – 6000 students, 3 undergraduate programmes, 18 postgraduate programmes and 2 PhD programmes
Education Quality and University Image
Studies of internal image at Vilnius University:• Winter 2005, bachelor and master students at all
faculties (total 1499), 80 questions• Spring 2005, bachelor and master students at all
faculties (total 1358), 117 questions • Autumn 2005, first year bachelor students and
their parents (1169 students and 665 parents) Surveys identified 4 problematic areas: information and communication the study quality image and identification of Vilnius University study satisfaction
Education Quality and University Image
Information and communication
• the promotional materials are not valuated very positively
• lack of information on University’s activities, developments
• lack of common events and celebrations on University level
Education Quality and University Image
The quality of studies • the dialogue between faculty administration and students
was evaluated quite positively• students prefer younger teachers having professional
experience but not older ones• although teachers were evaluated positively students
hold that academic title (prof. etc) does not presume a higher teaching quality
• professional knowledge and experience transferring skills of teaching staff were evaluated positively
• criticism is mostly directed towards the ability of each individual student to officially express his opinion regarding the quality of teaching
• first year bachelor and second year master students think very similarly
Education Quality and University Image
Image and identification• University’s external image is much better than internal
image• most favourably students evaluated the possibility to act
on their own initiative, most negatively – a joint implementation of University goals.
• students identify themselves more with the faculty than university
• teaching staff qualification and professional experience is an important factor to the University image and selection for studies over other universities. 1/3 of first year students and 1/5 of their parents would appreciate more information about faculty teachers’ competencies
Education Quality and University Image
Gradual decrease in satisfaction with year of studies • after first semester at University a tendency of
decreasing satisfaction becomes noticeable
Reasons for dissatisfaction: • the organization of the teaching process (lack of books,
heavy load, irregular schedules of classes) • teaching, communication with teachers and
administration • grading • personal stresses (fear, stress before assignments and
exams, lack of time and fatigue, heavy load, tension, sleepless nights, health problems due to tension)
Hence, it is important to identify how student needs are changing with years of studies.
Education Quality and University Image
Fourth research – to identify factors, which affect university image and discover a correlation between university (faculty) image and the quality of studies (Spring 2007, 160 bachelor and 55 master students plus 29 teachers).
Students: the quality of studies has the greatest impact on the
image of the university
Teachers: the main factor of image is personnel All: the least important is information in the media
Education Quality and University Image
Bachelor Students about Faculty Image Factors
0% 20% 40% 60% 80% 100%
Personnel
Students
Study programmes
Quality of studies
Information in the mediaQuite unimportant
Unimportant
Important
Very important
Education Quality and University Image
Master Students about Faculty Image Factors
0% 20% 40% 60% 80% 100%
Personnel
Students
Study programmes
Quality of studies
Information in the media
Quite unimportant
Unimportant
Important
Very important
Education Quality and University Image
Teachers about Faculty Image Factors
0% 20% 40% 60% 80% 100%
Personnel
Students
Study programmes
Quality of studies
Information in the media
Quite unimportant
Unimportant
Important
Very important
Education Quality and University Image
What is understood by good quality of studies? By students: professional teachers teaching methods (innovativeness, fair grading) modern infrastructure study programmes obtained practical stills good relations between teachers and students By teachers: good study programmes strong theoretical foundations and high qualification of teachers
Education Quality and University Image
In this research faculty image was also evaluated applying semantic differential using four factors: “cognition”, “evaluation”, “activeness” and “strength”.
“Cognition” factor encompasses direct associations related to the research object, “evaluation” includes “good – bad” aspects, “strength” reflects spatial characteristics, “activeness” shows time characteristics. Each factor is represented by the pairs of notions.
An attempt was to determine how would “ideal” university look like using association concept.
Education Quality and University Image
Bachelor students’ comparison of Faculty and ideal university
0
1
2
3
4
5Reliable
Warm
Friendly
Liberal
Reputable
AttractiveProgressive
Active
Young
Modern
Open "Ideal" University
Faculty of Economics
Education Quality and University ImageMaster students’ comparison of Faculty and ideal university
0
1
2
3
4
5Reliable
Warm
Friendly
Liberal
Reputable
AttractiveProgressive
Active
Young
Modern
Open "Ideal" University
Faculty of Economics
Education Quality and University Image
Teachers’ comparison of Faculty and ideal university
0
1
2
3
4
5Reliable
Warm
Friendly
Liberal
Reputable
AttractiveProgressive
Active
Young
Modern
Open "Ideal" University
Faculty of Economics
Education Quality and University Image
Students views at the Faculty of Communications
information in the media is quite important “ideal” university is reliable (4,7 out of 5), progressive
(4,5), modern (4,5) and active (4,5) Vilnius University is reputable (4,2), active (3,4) and
attractive (3,9)
The attitudes of the students from different faculties are based on different qualities
Education Quality and University Image
Conclusions it is advisable to evaluate the dynamics of University
image on annual basis it is important to involve members of University
community – teachers, students and other personnel - into University’s popularization process
to increase the amount of information about teachers’ achievements and professional experience
researches aimed at identification of University identity are significant to discover main characteristics which University would like to be associated with
constant assessment of student expectations and determining the tendencies of their changing needs caused by internationalization of studies and economic globalization processes is significant for the improvement of the studies’ quality