Experts from all over Europe meet at the University to discuss institutional advancement of universities
CASE's first event in Madrid gives the keys to cultivating university brands with purpose, connected to society and a solid reputation
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02 | 06 | 2025
More than 70 representatives from universities and other educational institutions in Spain gathered at the Graduate Campus of the University of Navarra in Madrid to participate in the first meeting of CASE (the Council for Advancement and Support of Education). The event was jointly organized by CASE and the University of Navarra's Center for University Governance and Reputation.
The workshop was attended by representatives from European universities such as KU Leuven, Tilburg University and London Business School; as well as from the University of Navarra, Universitat Autònoma de Barcelona, Universitat Politècnica de València, Universitat Internacional de Catalunya and IE University, among others.
The various speakers offered an internship and globalapproach to the strategic relevance of university branding and reputation, best practices to improve international alumni engagement, examples of fundraising campaigns in the university world, as well as the latest global trends in studentmobility and preferences.
Among other issues, brand and reputation were discussed. A university's brand is the expression of its values and mission statement. "Building a coherent and credible brand requires intentionality, which is visually aligned with the institution's identity and built through deep listening and consistent action. Strong brands cultivate both mission statement and reputation," he said.
alumni engagement was also discussed. Alumni are at the heart of an institution's value chain. Experts pointed out that alumni are not only a reflection of a university's impact, but also core topic drivers of its growth and noted the need to nurture the student experience so that students feel what it means to be part of the alumni community from the very beginning. "Institutions must work to integrate alumni culture at all levels, moving them from the periphery to the core," they concluded.
Third, fundraising with purpose was discussed. "In higher Education , we strive to improve the lives of more people, and that requires resources. Even public institutions must embrace this need," it was said. The event also saw the need for universities to adopt innovative narratives that connect the public with the universitymission statement .
CASE is the world's largest not-for-profit organization dedicated to supporting and professionalizing the "institutional advancement" functions (alumni and stakeholder engagement, communications, marketing, admissions and fundraising) in the Education sector. It is a non-profit organization that brings together more than 90,000 professionals working in universities, colleges and other educational institutions around the world.
The Center for University Governance and Reputation at the University of Navarra promotes training and research activities on university governance, strategic management, reputation and intangible asset management in higher Education institutions. It conducts courses and conferences, a collection of books and research projects, as well as partnership with universities around the world.
