Komuniciranje Univerziteta u Sarajevu i njegovih interesnih grupa
Communication of the University of Sarajevo and its Stakeholders

Summary/Abstract: The way in which the University of Sarajevo manages, builds the structure of and carries out its communication activities is under the decisive influence of growing interdependence, both in the B-H society and the modern global academic community that requires increasingly complex social, political and economic interaction. As a result, a more complex corporate communications expert system, based on the possibilities offered by modern concepts of communication and modern communication technologies is inevitable. The communications management, founded upon corporate communication modern concepts, is of high importance for the managing relationship between the University and its stakeholder groups. Modernly organized system of communication is the primary strategic response to the University’s existential dependency of the changing environment and the variety of influential stakeholder groups. Since 2003, the University of Sarajevo, as a Bologna Declaration signatory institution, has been undergoing a major reform. The University reform is at the same time an opportunity to reform the communication relationship that University establishes with its stakeholder groups in order to create a unified and functioning communication system.

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