Program
The course will take place on June 3, 4 and 5.
The course is structured in five content modules:
STRATEGIC module
Keys to interpret and strengthen the managerial dimension of communication: purpose, strategy, governance, reputation, listening, contextual intelligence...
module COMMUNICATIVE
Knowledge of the professional disciplines of communication: communication, marketing, issues management, crisis, etc...
ORGANIZATIONAL module
Knowledge of organizational designs of the areas of communication areas in universities universities (roles, capacities, typology of organization, etc...)
module INSTITUTIONAL
Knowledge of the characteristics and trends in the university sector sector from international international perspective.
INTEGRATED module
knowledge knowledge that integrates the knowledge acquired in the rest of the modules.
Wednesday, June 3rd
| 8:30-8:45 | Registration |
| 8:45-9:00 | Welcome and presentation of the first workshop |
| 9:00-9:50 |
Mónica Herrero (University of Navarra) |
| 9:50-10:40 |
Santiago Fernández-Gubieda (University of Navarra) |
| 10:40-11:10 | Coffee |
| 11:15-12:10 |
Alejandro Ruelas-Gossi (University of Navarra, Spain) |
| 12:10-13:00 |
Rachel Sandison (University of Glasgow) |
| 13:00-14:00 |
|
| 14:00-15:00 | Lunch |
| 15:10-16:00 |
Paul Andrew (Harvard University) |
| 16:00-16:50 |
Teresa Sádaba (University of Navarra) |
| 16:50-17:00 | Rest |
| 17:00-18:30 |
|
| 20:00 | Welcome dinner |
Thursday, June 4th
| 8:45-9:00 | presentation of the second workshop |
| 9:00-9:50 |
Yago de la Cierva (university professor) |
| 9:50-10:40 |
Michele Acuto (University of Bristol) |
| 10:40-11:10 | Coffee |
| 11:15-12:10 |
Tracy Chalk (University of Technology Sydney) |
| 12:10-13:00 |
Elena Gutiérrez-García (University of Navarra, Spain) |
| 13:00-14:00 |
|
| 14:00-15:00 | Lunch |
| 15:10-16:00 |
Mark Sudburyconsultant in Higher Education) |
| 16:00-16:50 |
Duncan Ross (Newsweek) |
| 16:50-17:00 | Rest |
| 17:00-18:30 |
|
Friday, June 5th
| 8:45-9:00 | presentation of the third workshop |
| 9:00-10:40 |
|
| 10:40-11:10 | Coffee |
| 12:00-13:30 |
|
| 13:30-13:45 | Conclusions and closing |
STRATEGIC module
Mónica Herrero
Fundamentals of Strategic Communication for University Governance
Santiago Fernández-Gubieda
conceptual framework for a university reputation strategy operating model
Alejandro Ruelas-Gossi
From purpose to Innovation: Principles of Organizational Strategy in Universities
Mark Sudbury
multistakeholder listening operating model : a dashboard for reputation governance
module COMMUNICATIVE
Tracy Chalk
Organizational Models for University Communication Areas. Teams, roles and work flows
Elena Gutiérrez-García
The communication manager: personal qualities and professional leadership skills
ORGANIZATIONAL module
Rachel Sandison
Global Universities: Integrated Communication and Marketing Strategies for internationalization
Teresa Sádaba
Public Affairs and Issues management in Higher Education : Frameworks, Stakeholders and Decision Making for University Leaders
Yago de la Cierva
Crisis management on University Campus : Prevention, Response and Recovery Models
Michele Acuto
Academic reputation: how to integrate faculty into a university reputation strategy
module INSTITUTIONAL
Paul Andrew
Context analysis in the global scenario of Higher Education
Duncan Ross
Beyond Rankings: data Governance, Continuous Improvement and Reputation