Validation of the academic process oriented to reputational capital of brands from Brazilian heis

In the academic process oriented to the reputational capital of Brazilian HEI brands, 5 activities are observed: the 'individual teaching counseling', materialized through the preparation and periodic evaluation of the ‘student work plan', the 'stimulating students' self-efficacy' , the 'positive university culture', the 'interaction with society' and the 'incorporation of certifications into university initiatives'; directed to two objectives: promoting of student formation and the HEI reputation. The objective of this work is to validate this academic process. For this purpose, the Delphi method was applied, with 25 specialists. A questionnaire was used for the 5 activities of the process, accompanied by a brief theoretical foundation each, and for the 2 desired objectives, and a question with intensity scales about relevance, the results of which enabled the quantitative analysis of the data collected, and still an open question for the collection of reasons, which enabled the qualitative analysis. The validation was obtained by evidence from a trusted group of experts, 2/3 of which classified the items with ‘relevant’ or ‘very relevant’ grades. The qualitative data associated with the relevance corroborated with the evidence of validation of the process, and those that approximated the irrelevance pointed out obstacles to be overcome.