Resumo

ALCANTAR ENRIQUEZ, Víctor Manuel  e  ARCOS VEGA, José Luis. Outreach as Factor of Image and Positioning of the Autonomous University of Baja California, Mexico, in its Social and Productive Context. REDIE [online]. 2009, vol.11, n.1, pp.1-20. ISSN 1607-4041.

This article features the results of an extensive study about the social perception of the Baja California Autonomous University's (UABC for its acronym in Spanish) work, through an exploratory-descriptive methodology with a non experimental-transectional research design, based in the holistic method and illuminative evaluation, which allows to analyze the UABC's institutional positioning before the several sectors of society, as well as its determining factors. The results support the hypothesis that outreach activities significantly influence the UABC's regional positioning as a higher education institution, identifying weak points and opportunity areas which might guide future institutional efforts. Furthermore, the study provides new elements on topics like outreach, institutional image and positioning, as well as a theoretical model which examines such variables.

Palavras-chave : Outreach; institutional role; higher education institutions.