engleski

School Culture as a Predictor of School Identity

The paper research and analyse school culture and school identity. It is based on Balmer’s methodology of the AC2ID Test model, according to which different identities of the school are presented. The study uses a hermeneutic perspective and content analysis. A research question is asked, what constitutes school identity and tries to connect the importance of school culture and school identity. It is based on the premise that school culture is a predictor of school identity and that a positive image can be built through building the school’s reputation, teacher satisfaction and service quality. Teachers were observed from two aspects: educational and economic. The educational aspect emphasizes the importance of teachers and their identity, while the economic aspect observes teachers as carriers of school promotion and service providers. It is concluded that the construct of school culture represents a crucial element of identity building and that school identities important for school management and marketing can be predicted through school culture.

identity ; image ; teacher ; school culture ; service

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