Abstract

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Management of College Radios: Defining the Strategic


Carolina Asuaga


Universidad de la Republica

March 2, 2009

Re-Presentaciones: Periodismo, Comunicación y Sociedad, No. 3, pp. 185-196, 2007

Abstract:     
The relationship with the environment is a key area in the twenty-first century university, and higher education institutions recognize their communications medias as a vital and strategic tools to facilitate and enhance that relationship. In search of greater inclusion in society, the university had acquired a radio commercial format, with the objective of expanding the audience.

This change in profile, resulting in competition with commercial radio, which means that the college radio become competitive and innovative, driving the same management tools that radios pursuing profit appropriate to their own reality. In this article, we analyze the radios from the university management, defended the concept of strategic planning as a key tool to achieve the objectives pursued, and an analysis of the major strengths and weaknesses of these organizations.

Note: Downloadable document is in Spanish.

Number of Pages in PDF File: 12

Keywords: radios universitarias, estrategia, debilidades y fortalezas

JEL Classification: L31, L82, L86, M10, M14, Z10

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Date posted: March 9, 2009 ; Last revised: March 15, 2009

Suggested Citation

Asuaga, Carolina, Management of College Radios: Defining the Strategic (March 2, 2009). Re-Presentaciones: Periodismo, Comunicación y Sociedad, No. 3, pp. 185-196, 2007. Available at SSRN: http://ssrn.com/abstract=1352133

Contact Information

Carolina Asuaga (Contact Author)
Universidad de la Republica ( email )
18 de Julio 1824
Montevideo, 11000
Uruguay
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