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Scientific articles

OLIY TA’LIM MUASSASASI BRENDINING IQTISODIY MOHIYATI, TARKIBIY ELEMENTLARI VA UNI SHAKLLANTIRISHNING NAZARIY YONDASHUVLARI

DOI 10.67668/mj/2025issspecial/1963

Published 2025-10-16

Authors
Kulieva Sitora Munisovna
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Abstract

Tezisda oliy ta’lim muassasasi brendi nomoddiy aktiv va iqtisodiy kategoriya sifatida tadqiq etildi. Tadqiqotchi brendni axborot assimetriyasi sharoitida ta’lim sifati haqida signal uzatuvchi, abituriyent, ish beruvchi va hamkor tashkilotlar tanlovidagi tranzaksion xarajatlarni qisqartiruvchi hamda muassasa obro‘sini jamg‘aruvchi resurs sifatida talqin qildi. Iste’molchiga yo‘naltirilgan brend kapitali, xizmat-dominant mantiq va tashkiliy identitet yondashuvlari qiyosiy o‘rganilib, ularning o‘zaro to‘ldiruvchi xususiyati asoslandi. Brendning yettita tarkibiy elementi va ularning iqtisodiy funksiyalari empirik manbalar asosida jadvalda tizimlashtirildi. O‘zbekiston oliy ta’lim tizimida amalga oshirilgan islohotlar, muassasalar tarkibining kengayishi va xalqaro reytinglardagi ishtirok brend shakllantirish uchun qulay institutsional muhit yaratgani ko‘rsatib berildi. Yakunda OTM brendini shakllantirishning konseptual modeli hamda uni oliy ta’lim muassasalarining kundalik boshqaruv amaliyotiga bosqichma-bosqich joriy etish bo‘yicha amaliy takliflar ishlab chiqildi.

Keywords

oliy ta’lim muassasasi, universitet brendi, brend kapitali, nomoddiy aktiv, signal nazariyasi, obro‘, talaba tajribasi, brend identiteti.

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