Summary Doshybekov A. – is a doctoral candidate 3 rates of the Kazakh academy of sport and tourism,
Image of the specialist as means of achievement of the marketing purposes of the sports organization In this article problems of forming of image of the specialist in the field of physical culture and sport are considered.
On the basis of the analysis of scientific and pedagogical, psychological literature reveal essence of this category. In a
research it is noted that the student's age is the most favorable period for image forming. Finding of a professional
image - not end in itself for the businessman, the businessman, the leader, the athlete, however presence of that
constitutes very essential personality and professional characteristic, it makes a deep practical meaning. Care of the
image is the aspiration to depict him in consciousness of people, the best self-presentation. The pedagogical party of image directly reflects such important problems as education through sport of feeling of
love to the Homeland, the state in sport; forming and strengthening of prestige, image of the state through progress on
the sports arena. The level of development of sport in the state is an indicator of its democratization, its opportunities
and progress. The history of our civilization says that at all times education of younger generation was indissolubly
connected with sport.
Keywords: image, image of the teacher of physical culture, sport, characteristic of image, socialization, personal