In this paper, a brief review of the literature related to e-governance models and public marketing is made in order to justify the importance of bringing about e-business practices into the context of universities. In terms of the study’s internal objective, e-governance and public marketing tools are proposed in order both to disseminate the mission and the institutional culture of each university into a formal scheme of benchmarking tools and to obtain accountable and more efficient processes for performing a more efficient administration and other internal activities. On the other hand, in what concerns to its external objective, examples of good institutional governance practices are presented. This kind of governance practices is presented as a strategic tool to create a front-office side that facilitates both interaction and promotion with the public. Furthermore, it will determine the creation of collaborative networks promoted from the University. Finally, from the results obtained in the ambit of the international research project OBSEREGIO that was developed by two Portuguese Universities (Beira Interior and Évora) and two Spanish Universities (Extremadura and Salamanca), a benchmarking proposal is suggested in order to reach both internal and external aimed goals.