The role of strategic management in shaping a positive school image in the modern educational space

Abstract

The study is devoted to a comprehensive analysis of the role of strategic management in shaping a positive image of an educational organization in the context of the transformation of the Russian educational space. Strategic management is considered as a system-forming factor of school competitiveness in the context of increasing competition for resources and consumers of educational services. Based on the analysis of modern management practices, the structural components of the educational organization's image have been identified and the key mechanisms of its formation through strategic planning have been identified. The empirical part of the study is based on data obtained as a result of a comprehensive survey of 126 educational institutions from 14 regions of the Russian Federation in the period 2020-2023. A combined methodology was applied, including factor analysis, expert assessment, multidimensional scaling and correlation analysis. The results of the study demonstrate a direct relationship (r=0.78; p<0.01) between the quality of strategic management and the positive dynamics of the school's reputational indicators. It was revealed that educational organizations implementing a systematic approach to image management demonstrate 43% higher rates of demand for services and 37% higher levels of stakeholder satisfaction. A school's strategic positioning matrix has been developed and tested to optimize reputational advantages in accordance with the institutional context and the needs of target audiences. The proposed model of strategic image management can be adapted for various types of educational organizations, taking into account their specifics and resource potential.