{"id":22202,"date":"2010-10-29T00:00:00","date_gmt":"2010-10-28T22:00:00","guid":{"rendered":"https:\/\/new.barcelonatribuna.com\/las_universidades_han_de_ir_a_venderse\/"},"modified":"2010-10-29T00:00:00","modified_gmt":"2010-10-28T22:00:00","slug":"las_universidades_han_de_ir_a_venderse","status":"publish","type":"post","link":"https:\/\/www.amicsdelpais.com\/es\/las_universidades_han_de_ir_a_venderse\/","title":{"rendered":"\u00bfLas universidades han de ir a venderse?"},"content":{"rendered":"         <p class=\"link_ariadna\"><a href=\"https:\/\/www.amicsdelpais.com\/es\/publicaciones\">Publicaciones<\/a><\/p>                   <h1 class=\"wp-block-post-title\">\u00bfLas universidades han de ir a venderse?<\/h1>          <style>.kb-row-layout-id15198_fd4370-d2 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id15198_fd4370-d2 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id15198_fd4370-d2 > .kt-row-column-wrap{column-gap:40px;row-gap:var(--global-kb-gap-md, 2rem);padding-top:0px;padding-bottom:24px;grid-template-columns:minmax(0, calc(70% - ((40px * 1 )\/2)))minmax(0, calc(30% - ((40px * 1 )\/2)));}.kb-row-layout-id15198_fd4370-d2 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id15198_fd4370-d2 > .kt-row-column-wrap{grid-template-columns:minmax(0, 2fr) minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id15198_fd4370-d2 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id15198_fd4370-d2 alignnone header_article_agenda wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-left-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">         <style>.kadence-column15198_b1d053-1d > .kt-inside-inner-col,.kadence-column15198_b1d053-1d > 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.kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id15198_57c2d8-c9 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id15198_57c2d8-c9 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, calc(70% - ((var(--global-kb-gap-md, 2rem) * 1 )\/2)))minmax(0, calc(30% - ((var(--global-kb-gap-md, 2rem) * 1 )\/2)));}.kb-row-layout-id15198_57c2d8-c9 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id15198_57c2d8-c9 > .kt-row-column-wrap{grid-template-columns:minmax(0, 2fr) minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id15198_57c2d8-c9 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id15198_57c2d8-c9 alignnone content_article_agenda wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-2-columns kt-row-layout-left-golden kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">         <style>.kadence-column15198_459565-82 > .kt-inside-inner-col,.kadence-column15198_459565-82 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column15198_459565-82 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column15198_459565-82 > .kt-inside-inner-col{flex-direction:column;}.kadence-column15198_459565-82 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column15198_459565-82 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column15198_459565-82{position:relative;}@media all and (max-width: 1024px){.kadence-column15198_459565-82 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column15198_459565-82 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>         <div class=\"wp-block-kadence-column kadence-column15198_459565-82\">             <div class=\"kt-inside-inner-col\">             <div class=\"autor_post wp-block-post-author-name\"><a href=\"https:\/\/www.amicsdelpais.com\/es\/author\/joan-brunet\/\" target=\"_blank\" class=\"wp-block-post-author-name__link\">Joan Brunet i Mauri<\/a><\/div>             <div class=\"summary_post wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">Publicado el 27 de octubre de 2010 en la publicaci\u00f3n digital Tecnonews Las universidades, en especial las p\u00fablicas, se deben a la sociedad que las acoge, puesto que es esta sociedad la que las hace posibles. Si ello es as\u00ed, l\u00f3gico es que entre los diversos cometidos de la universidad, en lugar preferente figure la&hellip; <\/p><\/div>                           Las universidades, en especial las p\u00fablicas, se deben a la sociedad que las acoge, puesto que es esta sociedad la que las hace posibles. Si ello es as\u00ed, l\u00f3gico es que entre los diversos cometidos de la universidad, en lugar preferente figure la rendici\u00f3n de resultados. Y cuando nos referimos a rendici\u00f3n de resultados no pensamos en una rendici\u00f3n de car\u00e1cter estrictamente econ\u00f3mica. Estamos pensando en rendir cuentas con relaci\u00f3n a todas las actividades acad\u00e9micas: las docentes, las investigadoras y las de valorizaci\u00f3n de la investigaci\u00f3n que a su vez generan conocimiento, desarrollo y progreso econ\u00f3mico y social.  Llegados a este punto f\u00e1cil es deducir que, desde un punto de vista amplio, la universidad ha de venderse para presentarse ante la sociedad con todo su potencial. Un potencial que, por aquello de la globalizaci\u00f3n, ha de proyectarse por doquier a partir de pol\u00edticas y estrategias de comunicaci\u00f3n que contribuyan al establecimiento y fortalecimiento de alianzas con instituciones acad\u00e9micas de otros pa\u00edses y as\u00ed construirse un lugar en el mundo cient\u00edfico y tecnol\u00f3gico.  Una de las causas que en parte podr\u00edan explicar el por qu\u00e9 las universidades espa\u00f1olas de m\u00e1s prestigio no aparecen en lugares relevantes de los r\u00e1nquines universitarios m\u00e1s afamados, radique quiz\u00e1 en la circunstancia que nuestras instituciones acad\u00e9micas, con una capacidad de trabajo notable y \u00e9xitos investigadores indiscutibles, no acaban de valorar la necesidad de invertir para explicarse mejor, para venderse. Y es que el viejo aforismo que reza que \u201cbuen pa\u00f1o en arca se vende\u201d no tiene hoy aplicaci\u00f3n posible. Vivimos en un mundo complejo y globalizado gobernado por la informaci\u00f3n; un mundo donde no es suficiente hacer cosas y hacerlas bien. Adem\u00e1s deben ser contadas. <b>Es en este contexto que las universidades precisan disponer de pol\u00edticas de comunicaci\u00f3n para mejorar su relaci\u00f3n con el entorno. De aqu\u00ed y de m\u00e1s all\u00e1 de nuestras fronteras.<\/b>  Y si la cuesti\u00f3n fuese preguntarse si las universidades deben valerse del m\u00e1rquetin y sus t\u00e9cnicas, la respuesta es tambi\u00e9n afirmativa. \u00bfAcaso creen ustedes que Oxford, Cambridge o el MIT no dedican tiempo y recursos a la actividad promocional? \u00bfCreen que no se esmeran en captar a los mejores estudiantes, a las mejoras empresas con las que cooperar y colaborar o a relacionarse con sus antiguos alumnos, quiz\u00e1 ahora ocupando envidiables posiciones a lo ancho y largo del planeta? Utilizan el m\u00e1rquetin de manera intensiva y sin ning\u00fan atisbo de desconfianza hacia una disciplina que por s\u00ed misma no esconde oscuras intenciones. <b>Que nadie tenga la menor duda: poner al alcance de un universo global y competitivo lo que hacemos y por qu\u00e9 lo hacemos es necesariamente \u00fatil. No s\u00f3lo para la propia universidad sino que tambi\u00e9n para la sociedad.<\/b>                                         <style>.kb-row-layout-id22850_b19245-db > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id22850_b19245-db > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id22850_b19245-db > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);padding-top:24px;padding-bottom:0px;grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id22850_b19245-db{background-color:#fecc8c;background-image:url('https:\/\/www.amicsdelpais.com\/wp-content\/uploads\/2025\/06\/bg_newsletter_01.svg');background-size:auto;background-position:100% 0%;background-attachment:scroll;background-repeat:repeat-y;}.kb-row-layout-id22850_b19245-db > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id22850_b19245-db > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id22850_b19245-db > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id22850_b19245-db alignnone kt-row-has-bg block_newsletter wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n<style>.kadence-column22850_a01aca-24 > .kt-inside-inner-col{padding-bottom:0px;}.kadence-column22850_a01aca-24 > .kt-inside-inner-col,.kadence-column22850_a01aca-24 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column22850_a01aca-24 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column22850_a01aca-24 > .kt-inside-inner-col{flex-direction:column;}.kadence-column22850_a01aca-24 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column22850_a01aca-24 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column22850_a01aca-24{position:relative;}@media all and (max-width: 1024px){.kadence-column22850_a01aca-24 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column22850_a01aca-24 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column22850_a01aca-24\"><div class=\"kt-inside-inner-col\">\n<h2 class=\"wp-block-heading\">Suscr\u00edbete al newsletter<\/h2>\n\n\n\n<p>Suscr\u00edbete al <strong>Newsletter de Amics del Pa\u00eds<\/strong> para estar al d\u00eda de todo lo que hacemos. 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.kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column15198_b55ca3-7f > .kt-inside-inner-col{flex-direction:column;}.kadence-column15198_b55ca3-7f > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column15198_b55ca3-7f > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column15198_b55ca3-7f{position:relative;}@media all and (max-width: 1024px){.kadence-column15198_b55ca3-7f > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column15198_b55ca3-7f > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>         <div class=\"wp-block-kadence-column kadence-column15198_b55ca3-7f\">             <div class=\"kt-inside-inner-col\">                                               <\/div>         <\/div>                  <\/div><\/div>                   <p><\/p>         ","protected":false},"excerpt":{"rendered":"<p><i>Publicado el 27 de octubre de 2010 en la publicaci\u00f3n digital <a target=\"_new\" href=\"http:\/\/www.tecnonews.info\/detalleContenido\/_pE0Aj1BfZN7VtoFZxcYP-KDRiqIMdUlZ794chygKGR2Pos8pGcDEM9VgogCkC6uG\">Tecnonews<\/a><\/i><\/p>\n<p>Las universidades, en especial las p\u00fablicas, se deben a la sociedad que las acoge, puesto que es esta sociedad la que las hace posibles. Si ello es as\u00ed, l\u00f3gico es que entre los diversos cometidos de la universidad, en lugar preferente figure la rendici\u00f3n de resultados. Y cuando nos referimos a rendici\u00f3n de resultados no pensamos en una rendici\u00f3n de car\u00e1cter estrictamente econ\u00f3mica. Estamos pensando en rendir cuentas con relaci\u00f3n a todas las actividades acad\u00e9micas: las docentes, las investigadoras y las de valorizaci\u00f3n de la investigaci\u00f3n que a su vez generan conocimiento, desarrollo y progreso econ\u00f3mico y social.<\/p>\n","protected":false},"author":54,"featured_media":19934,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[194,732,735,193],"tags":[],"class_list":["post-22202","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos","category-cercle-per-al-coneixement-publicaciones","category-circulo-para-el-conocimiento-publicaciones","category-publicaciones"],"taxonomy_info":{"category":[{"value":194,"label":"Art\u00edculos"},{"value":732,"label":"Cercle per al Coneixement Publicaciones"},{"value":735,"label":"C\u00edrculo para el Conocimiento Publicaciones"},{"value":193,"label":"Publicaciones"}]},"featured_image_src_large":["https:\/\/www.amicsdelpais.com\/wp-content\/uploads\/2025\/07\/default_image_amics_del_pais-2.png",839,559,false],"author_info":{"display_name":"Joan Brunet i Mauri","author_link":"https:\/\/www.amicsdelpais.com\/es\/author\/joan-brunet\/"},"comment_info":0,"category_info":[{"term_id":194,"name":"Art\u00edculos","slug":"articulos","term_group":0,"term_taxonomy_id":194,"taxonomy":"category","description":"","parent":193,"count":252,"filter":"raw","cat_ID":194,"category_count":252,"category_description":"","cat_name":"Art\u00edculos","category_nicename":"articulos","category_parent":193},{"term_id":732,"name":"Cercle per al Coneixement Publicaciones","slug":"cercle-per-al-coneixement-publicaciones","term_group":0,"term_taxonomy_id":732,"taxonomy":"category","description":"","parent":193,"count":1138,"filter":"raw","cat_ID":732,"category_count":1138,"category_description":"","cat_name":"Cercle per al Coneixement Publicaciones","category_nicename":"cercle-per-al-coneixement-publicaciones","category_parent":193},{"term_id":735,"name":"C\u00edrculo para el Conocimiento Publicaciones","slug":"circulo-para-el-conocimiento-publicaciones","term_group":0,"term_taxonomy_id":735,"taxonomy":"category","description":"","parent":771,"count":602,"filter":"raw","cat_ID":735,"category_count":602,"category_description":"","cat_name":"C\u00edrculo para el Conocimiento Publicaciones","category_nicename":"circulo-para-el-conocimiento-publicaciones","category_parent":771},{"term_id":193,"name":"Publicaciones","slug":"publicaciones","term_group":0,"term_taxonomy_id":193,"taxonomy":"category","description":"","parent":0,"count":761,"filter":"raw","cat_ID":193,"category_count":761,"category_description":"","cat_name":"Publicaciones","category_nicename":"publicaciones","category_parent":0}],"tag_info":false,"_links":{"self":[{"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/posts\/22202","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/users\/54"}],"replies":[{"embeddable":true,"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/comments?post=22202"}],"version-history":[{"count":0,"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/posts\/22202\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/media\/19934"}],"wp:attachment":[{"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/media?parent=22202"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/categories?post=22202"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/tags?post=22202"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}