Reputace Vysoké školy ekonomické v Praze

This thesis focuses on issue of reputation of higher education institution. Theoretical part defines reputation and specifies it in context of image, identity and brand and describes evaluation methods of these terms in context of higher education. Importance of reputation for public institutions and universities is also described. The objective of the research part was to investigate reputation of University of economics Prague (VŠE) in view of different stakeholders. Second objective was to analyze reputation of private higher education institutions competing with VŠE. Questionnaire was selected as a research method, 3 groups of stakeholders were asked to participate: students of VŠE, students of other universities and companies. Result of the research confirmed the hypothesis, that reputation of private schools worsens their position on the market. Also hypothesis that VŠE has bad reputation in eyes of students of other universities, but great reputation in eyes of companies was confirmed. In the conclusion, some steps to increase reputation of VŠE were recommended.