METHODOLOGY FOR DIAGNOSTIC OF THE DEGREE OF FORMATION OF THE BRAND CARRIER’S IMAGE AS A UNIVERSITY TEACHER

Abstract

The article proves the validity of recognizing a university teacher’s image as one of the leading structural elements of the brand of a scientific and pedagogical employee of a higher education institution. The inexpediency of identifying the concept of “the brand carrier’s image as a university teacher” with the concepts of “pedagogical mastery”, “quality” and “qualification” is argued, as well as the fallacy of recognizing the habitual image as the dominant structural element of the teacher’s image. The specifics of the perception by the student target audience of four types of a university teacher’s image – reference (ideal), desirable, real and specular – are highlighted. The parameters of the degree of formation of the brand carrier’s image as a university teacher are determined, which include: the quality of mastery of the material of the academic disciplines taught by the brand carrier as a university teacher; the ability of the brand carrier to motivate the student audience to master the material of the academic disciplines; the manifestation of the brand carrier’s communicativeness in the process of teaching academic disciplines in a higher education institution; voluntarily motivated attendance by the student audience of the brand carrier’s university classes. The methodology for diagnosing indicators according to the specified parameters has been substantiated, which is based on the use of both author’s questionnaires on the Likert scale and the analysis of data on student attendance of the teacher’s classes of higher education institution through the use of a specially developed formula. The author’s questionnaires used a number of innovative methods and techniques to avoid “bias” and “vector” questions, minimize student refusals from the questionnaire, and prevent polyvariance of answers. In the formula for calculating the indicator of voluntarily motivated attendance by the student audience of the brand carrier’s university classes, the interest coefficient was used, which makes it possible to minimize the influence of psychological, social, administrative, and other types of coercion of students to attend a university teacher’s class. The score ranges of the levels of formation of the brand carrier’s image as a university teacher were determined.