The Center promotes academic and professional reflection on the governance and reputation of higher Education institutions, with three types of activities:
The Center organizes training activities such as university strategic management courses and congresses on university reputation. Hundreds of people from dozens of universities and countries have participated in these meetings.
Course on Strategic Management of Universities
training program aimed at rectors, vice-rectors, deans and other managers with the goal of improving the governance knowledge of higher Education institutions.
With an academic and internship orientation, and with an interdisciplinary approach , every two years specialists from different countries share knowledge and experiences useful to face the challenges of universities.
Recent editions have addressed issues such as Personnel Management Service, sustainability, intangible management and the impact of Artificial Intelligence on governance.
Objective
training in university governance and strategic management
Addressees
University governance teams
Assistants
120 university leaders from universities and countries around the world
Building Universities' Reputation (BUR)
In April 2015, the University of Navarra initiated the Building Universities' Reputation (BUR) conferences in which academics and professionals reflect on university reputation strategies.
This international forum on university reputation is organized every two years with the partnership of the lecture of Rectors of Spanish Universities, Universia, the British Council, the International Rankings Observatory (IREG) and university associations such as CASE and the World 100 Reputation Network.
Five congresses of this nature have been held. The first three were held at the University of Navarra. In 2019 two new editions took place in Russia and Peru with the co-organization of the Higher School of Economics of St. Petersburg and the University of Piura, respectively.
Objective
interdisciplinary discussion on the contribution of reputation to university governance
Addressees
Academics and professionals
Assistants
120 university leaders from universities and countries around the world
Other activities
Expert meetings on higher Education
conference s on professional specialization
training sessions for academic leaders
Webinars
The Center for University Governance and Reputation promotes research in governance, reputation and intangible management of higher Education institutions.
The Center's professors direct doctoral thesis and research projects that contribute to the generation of knowledge.
Books
The Fifth-Generation University, Magdalena Alejandra Gaete-Sepúlveda (Eunsa, 2026)
We're not from agreement —and that's fine!, Antonino González González (Eunsa, 2026)
A Memorable Experience, Santiago Fernández-Gubieda (CASE, 2025)
Sowing Reputation. Conferencias de la International Reputation Week, Santiago Fernández-Gubieda, publisher (Eunsa, 2024)
El valor de la reputación, Juan Manuel Mora (Eunsa, 2020 and 2024).
crisismanagement in universities. Cases, good practices and crisis guide , Yago de la Cierva, Paulina Guzik and Mercedes Castelló (Eunsa, 2024).
A memorable experience. How to cultivate the reputation of universities, Santiago Fernández-Gubieda (Eunsa, 2023).
University governance. Challenges, models and strategies, Alfonso Sánchez-Tabernero (Eunsa, 2023).
Reputation of universities, Juan Manuel Mora, publisher (Eunsa, 2015).
thesis supervised
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Covid-19: Governance and Communication at the University of Navarra at the service of stakeholders, Begoña Echevarne (2023).
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University, sustainability and reputation: Sustainability as a strategic and reputational pillar in the fifth generation of universities - Case studies from the University of Manchester (UK) and HSE University (Russia), Magdalena Gaete (2023).
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conceptual framework of reputation. Implications for university governance, Santiago Fernández-Gubieda (2023).
Theses in progress
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Florencia Berruti, on the identity of universities and its impact on strategy.
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José David Alvarenga, on the mission statement of the university and governance models.
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Ignacio Santoni, on university marketing.
Research projects
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crisis management in universities. Cases, best practices and crisis guide (concluded).
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University and Catholic identity, in collaboration with the Pontifical University of the Holy Cross (Italy).
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The role of universities in the public space
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Reputation and organizational listening: an operational model for assessing university reputations
Other publications and conferences
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publications and articles in scientific journals |
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presentations at international congresses |
Lines of research
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Identity and culture of organizations.
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University governance strategy and models.
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Leadership, innovation and change management .
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Personnel Management Service and talent management .
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Reputation fundamentals.
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Communication and crisis management .
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Differentiation, rankings and international positioning.
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Financing and resource management.
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Performance indicators and big data analysis.
Other results from research
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design "A Multi-Stakeholder Listening Initiative ( model ): Opportunities and Challenges for University Governance" — Santiago Fernández-Gubieda. Chapter in *Corporate Communication: Strategic Horizons in the Face of the Challenges of Artificial Intelligence and Governance* (2026).
2026
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The Public Stance of Universities on Controversial Issues: A Framing Analysis of Pro-Palestine Demonstrations at Harvard, LSE, and SPO.Mónica Herrero and Teresa Sádaba. Journal of Higher Education Policy and Management (2026).
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University Reputation in the Making: Expert-Informed Refinement of a Literature-Derived Framework Through an International Delphi Study. Fernández-Gubieda, S., Gutiérrez-García, E., and Bello, O. article published in Corporate Reputation Review (2026).
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Key Points for Understanding and Managing University Reputation — Santiago Fernández-Gubieda. Espacios de Education Superior, February 20, 2026.
2025
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"Intangible Asset Management and Marketing in Educational Institutions," published in the journal *Cuadernos de Pedagogía* by authors Juan Manuel Mora García de Lomas and Sergio Destito.
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Lessons to Ensure We Aren't Replaced by Netflix— Santiago Fernández-Gubieda. Op-ed in La Razón, May 25, 2025.
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"University Reputation Overlooked: A Systematic Literature Review of an Under-Researched Concept," published in *Corporate Reputation Review* by Santiago Fernández-Gubieda and Elena Gutiérrez-García.
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"Aligning Sustainability Management with General Management in Higher Education Institutions," published in the journal *Studies in Higher Education* by researchers Rodríguez, V., Ruiz-Pérez, F., Prieto-Sandoval, V., Bermeo-Losada, J. F., & Carías, J. F. (2025). Professor Victoria Rodríguez is a faculty member at the Center.
2026
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September 10 — “ lecture ” by Santiago Fernández-Gubieda on the governance of public affairs in universities. Universidad Panamericana, Mexico City.
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July 2 — “ presentation ” by the International Observatory on University Reputation and Governance at the International meeting e of University Presidents from Ibero-America and Spain (MetaRed, Costa Rica).
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June 16 — Session on university reputation management at the CASE Europe Advancement Institute (Barcelona), Santiago Fernández-Gubieda.
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June 3–5 — Executive Course on University Reputation Management (Madrid): session “Managing Reputation: A Conceptual framework for an Operational model of University Strategy,” Santiago Fernández-Gubieda.
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February 9 — Session by “ training ” on public affairs and reputation crisis management for college teams. Catholic University of Valencia.
2025
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November 27 — “ training ” session for Latin American university leaders on university reputation management, organized by MetaRed (Santander Universidades).
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November 5 — “ presentation ” from *A Memorable Experience: A Strategic Approach to University Reputation* at the annual European CASE “ congress ” (Birmingham).
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September 23 — lecture “Beyond the University Brand. From Promise to Performance: How to Listen to Build and Measure Reputation.” World 100 Reputation Network.
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July 10 — “ lecture ” on university branding and reputation at the CASE Global Leaders Program, Senate House Library (London).
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June 19 — discussion paper “design s of a model multistakeholder listening initiative: opportunities and challenges for university governance” at the congress Dircom (Madrid).
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June 16 — Panel on university branding and reputation at the QS Higher Ed Summit in Porto.
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June 7 — Session on the strategic value of reputation at the “ alumni ” at Monteávila University in Madrid.
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May 21 — Session on listening as a leadership- skill t the University of Navarra
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May 20 — “ roundtable ” on university branding and reputation at CASE’s workshop , Madrid. On May 6, roundtable with Justin Shaw and Santiago Fernández-Gubieda to discuss “The importance of reputation for universities – and who’s getting it right?”, an online event organized by The IC Global, association , which promotes the internationalization of universities in the United Kingdom.
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Corporate Excellence – Centre for Reputation Leadership podcast on the book *Sembrando la reputación*. A 17-minute interview with Santiago Fernández-Gubieda conducted by Clara Fontán. * available * onSpotify,Apple Podcasts,Amazon Podcasts, YouTube andIvoox.
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On January 23, 2025, Juan Manuel Mora, president of the committee advisor and of the Center for University Governance and Reputation, delivered a lecture titled “Joy, Evangelization, and Communication” at the framework of the congress of Communication at the School of Communication of the Pontifical University of the Holy Cross. The lecture can be read at thislink.
The Center for University Governance and Reputation offers advisory services for institutions interested in revising their strategy, improving their reputation or advancing in some of their functional areas.
International Observatory for University Reputation and Governance
A reputation intelligence platform designed to help universities understand stakeholder perceptions, compare themselves with peer institutions and make better governance decisions.
For these areas of activity, the Center relies on the partnership of experts, both academic and professional. In the framework of its activities, it also promotes networking events that favor learning and the exchange of experiences among university professionals.
Advisory work is carried out with public and private institutions of higher Education , as well as with other educational and health institutions.
Some of the institutions with which the Center has worked are:
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Polytechnic University of Valencia (Spain)
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Complutense University (Spain)
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Catholic University of Valencia (Spain)
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University of Piura (Peru)
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Universidad Panamericana (Mexico)
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Strathmore University (Kenya)
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University of Asia & The Pacific (Philippines)
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Monteávila University (Venezuela)
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University of Montevideo (Uruguay)
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Pontifical University of the Holy Cross (Italy)
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University Campus Bio-Medical University of Rome (Italy)
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Faculdade Belavista (Brazil)
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Universidad del Atlántico Norte (Spain)
The Center collaborates with national and international entities that seek the development of the university sector. In recent years, it has launched projects with several institutions, among which are:
The following institutions collaborate with the Center:
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World 100 Reputation Network
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Council for Advancement and Support of Education (CASE)
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CRUE, lecture of Rectors of Spanish Universities
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European Foundation Society and Education
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Corporate Excellence - Centre for Reputation Leadership
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IREG Observatory on Academic Ranking and Excellence
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International Federation of Catholic Universities (FIUC)
In addition, the Center has advised other institutions in the educational healthcare sectors, including the following:
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Monkole Hospital (Congo)
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group Attendis
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Fomento, network of teaching centers
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European Foundation Society and Education
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