Listening: A way to improve university reputation and governance

Santiago Fernández-Gubieda and Ángel Rojas
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Santiago Fernández-Gubieda: Chief Reputation Officer, University of Navarra, Spain
Ángel Rojas: Senior Consultant in Corporate Communication, Spain

Journal of Education Advancement & Marketing, 2023, vol. 8, issue 1, 76-85

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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