November 23–25, 2026 · Madrid
Course Focused on purpose and Its Effective Implementation
A training program designed to provide a thorough understanding of purpose , learn from real-world implementation experiences, and design a roadmap for rolling it out in your organization.
3 days of in-person training
An intensive experience combining training, practical application, and professional networking.
9 academic sessions + 9 business case studies + 3 workshops
knowledge , real-world experience, and application to one's own organization.
25 hours
Sessions, workshops, work , and networking opportunities.
1 ECTS CREDIT
Campus Madrid
University of Navarra · Marquesado de Santa Marta, 3.
From purpose to purpose
Many organizations have defined a purpose , but few have managed to ensure that it consistently influences their decisions, strategy, management systems, and day-to-day behaviors. The real challenge is not to craft an inspiring statement, but to ensure that the purpose understood, internalized, and translated into a real contribution.
This course, focused on purpose and its effective implementation, addresses this challenge. Over the course of three conference, reference letter academics and executives reference letter how to design, deploy, and institutionalize purpose in organizations that aim to simultaneously generate economic value, foster development , and make a social contribution. The program combines research , a humanistic tradition, real-world business experiences, and practical workshops, with the goal ensuring that each participant leaves the course with a diary to advance the effective implementation of purpose the following twelve months.
From Understanding to Action
Understanding the purpose rigor and depth
To delve deeper into its humanistic, organizational, and economic foundations, distinguishing a purpose from a merely aspirational statement.
Assess its implementation
Identify the Degree which the purpose present in strategy, leadership, management systems, communication, culture, and governance.
Managing Real-Life Stress
Analyze and manage tensions by balancing financial results, stakeholder expectations, organizational autonomy, and alignment with the purpose.
Learning from Leading Companies
Learn about case studies, methodologies, and best practices from organizations that are putting their purpose into action purpose diverse contexts and sectors.
Leading with purpose Authenticity
Connect the purpose with personal motivations, a sense of work, leadership, and personal fulfillment.
Design a Roadmap
Set priorities and develop an diary tailored to your organization's specific circumstances.
To whom it is addressed
The course is designed for teams within the same business of:
- CEOs
- Members of the management team
- Executives with the ability to influence the governance and transformation of their organizations
The attendance of several executives fosters a shared understanding and makes it possible to develop, throughout the course, an diary is directly applicable to the organization.
Individual registrations are also accepted. Participants who do not attend with a team from their business in mixed groups on a common case study.
Humanism, internship , and Scientific Evidence
A humanistic and interdisciplinary perspective
It views business a community of people called upon to generate economic value, foster development , and make a social contribution.
research
It incorporates evidence and tools developed by the Purpose Strength Project and the Chair purpose Companies.
Academics and Administrators in Dialogue
It combines keynote sessions with insights from CEOs and executives who have navigated the real-world process of implementing their purpose .
Focus on Institutionalization
It doesn't just define or communicate the purpose; it addresses how to incorporate it into strategy, the organization, and decision-making.
Peer Learning
It promotes exchange among organizations with different levels of maturity and from diverse sectors.
A result
Each participant or team will conclude the program with an diary that includes priorities and specific actions to advance the purpose over the next twelve months.
Program
The program is structured around three complementary levels: the environment in which the business its actions, the organization where the purpose put into practice, and the leadership that makes it visible in day-to-day decisions and relationships.
- From the Primacy of Shareholders to the Primacy of Stakeholders: The Economics purpose Ángel Bonet · ImpactCo
- What Do We Know About purpose and Its Implementation? Álvaro Lleó · University of Navarra
- Reputation Management and the Cultivation of Organizational Legitimacy as a Strategic Asset Alfonso Sánchez-Tabernero · University of Navarra
- The Atresmedia Case: purpose a Commitment to Society Javier Bardají · Atresmedia
- The Moeve Case: Values Beyond Financial Results Pierre-Yves Sachet · Moeve
- The Cantabria Labs Case: How to Align purpose Social and Environmental Challenges Juan Matji · Cantabria Labs
- instructions a business : Juan Antonio Pérez López’s Octagon Nuria Chinchilla · IESE Business School
- Change Management: Keys to Making Things Happen Alberto Andreu · University of Navarra
- Looking at the Business World Through a Different Lens: The Logic of Gift and Gratuitousness María Iraburu · University of Navarra
- The ISS Case: Tensions Between Local Autonomy and Global Standardization Ricard Casas · ISS Facility Services
- The Ferrer Case: Management Systems Aligned with the purpose Mario Rovirosa · Ferrer
- The Clínica Baviera Case Study: model purpose model Eduardo Baviera · Clínica Baviera
Explore how purpose embodied in leadership, motivation, development , and the quality of work.
- purpose staff Motivation at work Ignacio Ferrero · University of Navarra
- Becoming More Human to Foster Humanity: The Importance of the Humanities Leadership Ricardo Piñero · University of Navarra
- Flourishing at Work Eileen McNeely · SHINE, Harvard University
- The Donte Case: A New Form of Conscious and Regenerative Leadership Javier Martín Ocaña · group
- The Hijos de Rivera Case: People as core topic Success Ignacio Rivera · Hijos de Rivera Corporation
- The ILUNION Case: Humanistic Leadership Program Alberto Durán and Ana María López de San Román · ILUNION
Faculty
Three days of training led by reference letter academics and business leaders with direct experience in the study, management, and implementation of purpose .
Academic Faculty
María Iraburu
President of the University of Navarra
Alfonso Sánchez-Tabernero
Full Professor the School of Communication former President the University of Navarra
Nuria Chinchilla
Full Professor at IESE Business School and holder of the Chair Roca and Rafael Pich-Aguilera Chair in Women and Leadership
Ignacio Ferrero
Senior Associate Professor former Dean the School of Science and Business at the University of Navarra
Pablo Pérez López
Full Professor Contemporary History and director of Institute for Culture and Society the University of Navarra
Alberto Andreu
Adjunct Professor the School of Science and Business and director of the Master's Degree Sustainability
Álvaro Lleó
Senior Associate Professor the School of Science and Business. Director the Chair purpose Business
Eileen McNeely
Professor and Director of SHINE, Harvard University
Business Leaders
Ángel Bonet
Founder & Chairman, ImpactCo
Javier Bardají
CEO of Atresmedia
Ignacio Rivera
Chief Executive Officer of Corporación Hijos de Rivera
Pierre-Yves Sachet
Executive Vice President of Mobility at Moeve
Javier Urbiola
CEO, ISS Facility Services Spain & Portugal
Ricard Casas
Director People and Culture at ISS Facility Services Spain & Portugal
Mario Rovirosa
CEO of Ferrer
Juan Matji
Chair of committee Directors of Cantabria Labs
Javier Martín Ocaña
CEO at Donte Group
Eduardo Baviera
Vice President of Bavaria
Alberto Durán
First Vice President of group ONCE group
Ana María López de San Román
Director of Ethics, Sustainability, and Partnerships at ILUNION
Learn, compare, and apply
Conceptual Sessions
Concise and rigorous frameworks for understanding purpose economic, organizational, anthropological, and ethical perspectives.
Business Cases
Presented by CEOs and executives responsible for driving real transformation and implementation processes.
Co-creation Workshops
Guided exercises to identify tensions, select levers, and define specific actions.
Peer learning
exchange among participants and organizations with different levels of experience and maturity.
Networking
Daily opportunities to build professional relationships, share best practices, and explore potential collaborations.
professor support
Faculty members will be present at the workshops to guide the work answer questions.
result of the program
Over the course of the three workshops, each team will develop a diary implementing the organization’s purpose the next twelve months. The diary the main challenges the organization must address, the priority levers, and a set of concrete actions to move from the statement of internship to its internship.
Certification
The program leads to a degree scroll by the University of Navarra worth 1 ECTS credit. To earn a Pass grade Pass attend least 80% of the sessions and participate in the preparation and presentation work .
Practical information
November 23, 24, and 25, 2026.
From 9:00 a.m. to 6:00 p.m.
University of Navarra · postgraduate program Campus postgraduate program Marquesado de Santa Marta, 3 · Madrid.
In person.
Spanish and English. Simultaneous translation will be provided.
25 hours.
enrollment ordinary
Per participant.
University of Navarra Alumni Tuition Rate
Per participant.
registration
For every four participants from the same business, the fifth enrollment free.
Limited places
Organized by
Chair purpose Businesses purpose the School of Science and Business at the University of Navarra.
Academic Management
Álvaro Lleó de Nalda.
Javier Arellano Gil.
Information and contact
Álvaro Lleó de Nalda.
alleo@unav.es