The main intention of this work is to find out, what is image of organization and what are the main elements having influence to image formation. On the first part of this work there are defined image of organization on the ground of many authors books about marketing and public relations. On the contents of this theory there are made a researching about image of Vilnius Pedagogical University. There are used VPU student’s opinions about image of VPU. Questioning inquiry was made between students of all faculties of this university from day and evening sections. Totally 470 students participate in this researching. There are three propositions for this analysis: 1) To definite the image of organization; 2) To display VPU image from students sight; 3) To display elements, which makes influence to image of VPU. The object of research is image of VPU, and elements, which makes influence to image of VPU. The subject of research is VPU student’s opinions. There are five hypotheses. 1) Student’s opinions about VPU image are rotating to good direction. 2) The mission of VPU - to qualify pedagogues, is not the mine reason for students of option to study in VPU. 3) Pedagogue’s competency and profession skills, behavior and ethic – elements determinate not very high culture of VPU organization. 4) There is deficiency of interest to study in VPU. 5) The study environment students value good enough. Almost all hypotheses were proved, except the last one about study environment... [to full text]