The ideological and political theory courses in universities is a central and crucial part of the education work in universities. Promoting the scientific construction of the public image of ideological and political courses in universities is an important measure to enhance the effectiveness of ideological and political education in universities, strengthen social recognition, and promote the modernization of ideological and political education disciplines. Grasping the relevant concepts, inherent principles, and strategic classifications of the scientific construction of the public image of ideological and political courses in universities is the basis for the strategic research on promoting the scientific construction of the public image of ideological and political courses in universities. Introducing the theories and concepts of endogeneity and exogeneity from economic theory into the field of ideological and political education is beneficial for fully understanding the internal and external factors of the scientific construction of the public image of ideological and political courses in universities and providing useful ideas for the scientific construction of the public image of ideological and political courses in universities. Endogenous factors have a direct impact on the construction of the system. From the perspective of endogenous strategies, targeted analysis should focus on the core components of the public image of ideological and political courses in universities, such as teacher team building, curriculum design and textbook improvement, and teaching methods. Constructing the public image of the ideological and political theory course in universities is a complex process that involves multiple exogenous factors, such as educational content, communication methods, target audience, and social environment. Therefore, the construction of the public image of ideological and political courses in universities should be viewed as a whole system, and analysis should be conducted from external factors such as policy implementation, communication media, social environment, and the process of audience reception. Specifically, analysis of exogenous strategies can be carried out from aspects such as promoting the formulation and implementation of relevant effective policies, comprehensive understanding of information communication mechanisms and laws, and the creation of social public opinion environment. This can enhance the influence of the public image of ideological and political courses in universities through the combination of self-development and external guarantees.