Academic Program
The course sessions will deploy the University of Navarra's Strength Reputation model conceptualization and development proposal . The course will be held in Spanish and English and will have a simultaneous translation system.
The course is structured in five content modules that provide a theoretical and applied foundation for the strategic management of university reputation.
Knowledge of the professional disciplines of communication: communication, marketing, issues management, crisis, etc...
Keys to interpret and strengthen the managerial dimension of communication: purpose, strategy, governance, reputation, listening, contextual intelligence...
Knowledge of organizational design of communication areas in universities (roles, capabilities, organizational typology, etc.).
Knowledge of the characteristics and trends of the university sector from an international perspective.
applied knowledge that integrates the knowledge acquired in the rest of the modules and will be projected in an end-of-course work (TFC).
The modules will develop the conceptual framework of university reputation and its operational dimensions: mission statement, institutional culture and behavior; relationship with stakeholders; and context management .
The contents of the five modules will address strategic issues such as:
purpose
development of the university's corporate identity, culture and values)
Government
(principles of strategy, criteria of transparency, integrity and organizational listening)
Communication
(communication dimensions of external, internal, digital, branding, public relations...)
professor and research quality
(academic reputation)
stakeholder management
(maps of audiences, relationships and measurement of perceptions)
knowledge and interpretation of the context
(contextual intelligence, public affairs management , crisis management )