The birth rate in Taiwan has declined year by year, which not only implies a potential decline in the economic growth momentum but also delivers a warning signal to the education system. Facing the difficulties derived from reduced classes and insufficient enrollment, schools realize the importance of establishing a distinctive and attractive image, which would help increase the public understanding of their intrinsic values and meanwhile broaden the sources of top-tier applicants. These in turn would ensure schools sustainable growth and development. This paper discusses the influence of art and culture events held by universities and colleagues on their school image, to explore whether holding such events would benefit schools in terms of establishment of brand image and thereby brand identification for students, parents, alumni and community colleges. In this paper, a questionnaire survey is conducted by using the measurement dimensions of Keller¡¦s Brand Knowledge in 1993. The paper reveals that demographic variables explain the differences in school image. Moreover, positive school image is attributable to the benefits of brand association and the attitude of brand association, of which the latter is considered more influential compared to the former. Lastly, on the basis of the research findings, this paper investigates the implications to the education system, aiming at providing references for the purpose of strategy formulation in the future.

Magistro darbo tikslas – Ištirti Ukmergės miesto vidurinį išsilavinimą teikiančių mokyklų įvaizdžio formavimo galimybes. Darbe atskleista mokyklos įvaizdžio formavimo problematika, analizuojamos Lietuvos ir užsienio autorių pateiktos įvaizdžio, organizacijos įvaizdžio sampratos, jo svarba organizacijai, įvaizdžio tipai, struktūra, kūrimo modeliai. Ištirta, kokie pagrindiniai kriterijai lemia apsisprendimą renkantis mokyklą, taip pat nustatyti veiksniai, kurie turi daugiausia įtakos formuojant teigiamą mokyklų įvaizdį, svarbiausios kontaktinės auditorijos. Patvirtintos dvi iš trijų darbo autorės suformuluotos mokslinio tyrimo hipotezės. Darbe pateikta diskusija, kurioje atkreiptas dėmesys į mokslininkų nesutarimus reputacijos ir įvaizdžio koncepcijų aiškinime. Teorinio ir empirinio tyrimo rezultatas – mokyklos įvaizdžio formavimo modelis, sudarytas atsižvelgiant į švietimo organizacijų veiklai būdingus ypatumus, ir kuris gali būti taikomas formuojant kiekvienos vidurinį išsilavinimą teikiančios mokyklos įvaizdį. / The aim of master’s work is to explore secondary school's image-making opportunities in Ukmerge. This master’s work explains the problems of school’s image-making, analyses Lithuanian and foreign author’s image, organization’s image conceptions, the importance of organization image, types, structure, image creation models. It was researched which main factors influenced decision which school to choose, there were identify the factors that have a great influence in shaping a positive school image, the main contact audience. Approved for two of the three authors formulated the scientific research hypothesis. The work presents the discussion, which draws attention to the image and the reputation conceptions on which the scientists tend to discuss and disagree with each other.The result of theoretical and empirical research is the school’s image-making model, which was adapted according to the features of educational institutions, and that can be used for the development of every secondary school image.

The main subject of this thesis is the area of marketing for educational institutions. First part is focused on general theoretical aspects of marketing of services, specificity of marketing for educational institutions and marketing communication. The operative part attends to a selection of an educational institution, an execution of an analysis of internal and external environment of the school, an implementation of a marketing research recognizing image of the school and based on that designing the concrete marketing communication strategy.

The main topic of this thesis is marketing communications of Gymnasium Olympic hopes in České Budějovice. The first part deals with the theory, which is focused on school communication mix, the school's image and marketing strategy. Then this thesis present actual marketing activities of school, describes the SWOT analysis and shows realisation of questionnaire survey and its post evaluation. Heart of the thesis is proposal of specific marketing strategy for GON, which is based on the results of the analyzes.