Reframing university. Impact and relational value in the high education system

The paper aims at exploring the connection between the emerging missions of University and the evolution of the institutional ones – didactic and research – in the Italian and European scenario. Specifically, the perspective of corporate and public communication is considered in this paper as a strategic platform for University committed in generating and disseminating knowledge and promoting activities which have social and economic spillovers on civic society and environment at large, according to an emerging “quintuplex helix” model approach. The study highlights some recommendations for institutionalizing innovation processes in the higher education system based on stakeholder engagement and relationships, to encourage the vision and concrete responsibility of Civic University as a driver for economic development and social change.