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Listening: A way to improve university reputation and governance

Author

Listed:
  • Fernández-Gubieda, Santiago

    (Chief Reputation Officer, University of Navarra, Spain)

  • Rojas, Ángel

    (Senior Consultant in Corporate Communication, Spain)

Abstract

Since 2018, the University of Navarra (Spain) has been using surveys and focus groups to analyse and evaluate the perceptions of its key audiences. This has helped provide a nuanced understanding of the university's reputation, and has given the institution indicators of ideal university performance and brand sentiment. This information can be used to design scorecards for monitoring perceptions. Indicators facilitate decision making that improve the university community’s day to day life. This project confirms that listening introduces new forms of participation and can lead to improvement in university governance. It is also a good method for learning about an institution's reputation. With the collaboration of Fundación Funciva 2023.

Suggested Citation

  • Fernández-Gubieda, Santiago & Rojas, Ángel, 2023. "Listening: A way to improve university reputation and governance," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 8(1), pages 76-85, August.
    • Handle: RePEc:aza:jeam00:y:2023:v:8:i:1:p:76-85
    as

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    More about this item

    Keywords

    listening; university reputation; reputation management; stakeholder management; intangible asset management; universities; students;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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