The Centre for University Governance and Reputation promotes research on the governance, reputation and intangible management of higher education institutions; the Centre's professors direct doctoral theses and research projects that contribute to generating knowledge on these subjects.

Other lines of work include the following:

- Identity and culture of organisations;

- University governance strategy and models;

- Leadership, innovation and change management;

- People and talent management;

- Reputation basics;

- Communication and crisis management;

- Differentiation, rankings and international positioning;

- Financing and resource management;

- Performance indicators and big data analysis.