Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Listening: A way to improve university reputation and governance
Journal of Education Advancement & Marketing,
8
(1),
76-85
(2023)
Abstract
Since 2018, the University of Navarra (Spain) has been using surveys and focus groups to analyse and evaluate the perceptions of its key audiences. This has helped provide a nuanced understanding of the university's reputation, and has given the institution indicators of ideal university performance and brand sentiment. This information can be used to design scorecards for monitoring perceptions. Indicators facilitate decision making that improve the university community’s day to day life. This project confirms that listening introduces new forms of participation and can lead to improvement in university governance. It is also a good method for learning about an institution's reputation. With the collaboration of Fundación Funciva 2023.
Keywords: listening; university reputation; reputation management; stakeholder management; intangible asset management; universities; students
The full article is available to subscribers to the journal.
Author's Biography
Santiago Fernández-Gubieda has a PhD in communication. His specific focus is on corporate communications and university reputation, specifically in the management and measurement perceptions of university stakeholders and how reputation management can improve a university's governance. Currently, he is the Chief Reputation Officer at the University of Navarra and the Director of Development of the Centre of University Governance and Reputation at the University of Navarra. He has an Executive MBA from the University of Navarra — IESE Business School. From 2018 to 2020, he was Assistant to the Vice Chancellor for Communication at the University. In addition, from 2014 to 2018, he was the Communication Director of the Clínica Universidad de Navarra.
Ángel Rojas is a senior consultant in corporate communication, marketing and institutional relations, with 25 years of experience. He holds a degree in information sciences from the Complutense University of Madrid (1995) and completed the Management Development Programme at the IESE Business School (2005). He held the position of Communications Director at the multimedia group Vocento, coordinated the CSR campaign of Mediaset España ‘12 months' and directed the communication of the World Petroleum Congress at the agency LLyC. He worked as a senior consultant at the lobbying agency Reti España and has given spokesperson training to executives from different companies.
