Reputational Capital in Moroccan Universities: A Lever for Attractiveness and Competitiveness in Higher Education

Colloquium
Ayoub Katfi,  Hamza Katfi,  Oumaima El Mnouer  

In a context of increasing academic globalization, the reputation of universities constitutes a strategic intangible asset that significantly influences their ability to attract students, faculty members, partners, and funding. In Morocco, the issue of university attractiveness has become particularly pressing in light of the growing prominence of private institutions, regional competition (Africa, Arab world), and the pressures of international rankings. This research explores how Moroccan universities — both public and private — build, maintain, and enhance their reputational capital. Through a comparative analysis of several institutions (Mohammed V University, Al Akhawayn University, International University of Rabat), the study examines the strategic levers employed: institutional communication strategies, academic excellence, internationalization, partnerships, digital marketing, and visibility in global rankings. Drawing on Fombrun and Shanley's (1990) theoretical contributions on organizational reputation and recent research on university governance in Morocco (Ait Barka, 2021), the methodology is based on semi-structured interviews with communication officers and document analysis (strategic reports, websites, social media). The findings reveal a dual dynamic: on the one hand, a growing awareness of the importance of university branding; on the other hand, an uneven ability to translate this awareness into coherent strategies, particularly in the public sector. The study concludes by discussing the implications of these findings for university governance and higher education policy in Morocco.