Marketing survey of the opinion of students majoring in marketing at the University “Prof. Dr. Asen Zlatarov”, Burgas, regarding the image of the university

In specialized literature, image is associated with the image or notion that is created in society or a certain social group of people for a given enterprise. In this regard, it can be noted that the image cannot be invented or “polished”, but it can be changed. In its essence, the image should be perceived not only as an image created by a group of specialists, but it also includes everything that the mention of the enterprise forms in the imagination of the audience. In the context of the issues presented in this way, the main goal of this work is associated with the implementation of a theoretical analysis of the author’s statements about the essence of the image and on the basis of the foundation thus built, to carry out an empirical analysis of the opinion of students, majoring in “Marketing”, at the University “Prof. Dr. Asen Zlatarov”, Burgas, regarding the image of the University. To achieve the main goal set in this way, the following approaches should be applied: systemic and systemic-situational approach; inductive and deductive approach; transformation approach, internal and external analyses. The use of strategic methods, comparative methods, methods of analogy, including a combination between them, is gaining significance. The conducted marketing research shows that the participants in the survey are of the opinion that a diploma from a prestigious university is a major factor for successfully finding a job in the specialty. This, on the other hand, shows the students’ attitudes to recommend the University “Prof. Dr. Asen Zlatarov”, Burgas to their relatives and acquaintances. Within the framework of the issues presented in this way, it can be noted that the current research interest is caused by the emergence of a number of questions about how the image of the University affects student opinion.