This research is motivated by the lack of good reputation of university compared to other University outside the Riau Archipelago. In general, this study aims to describe the strategic management of higher education institutions in improving reputation and competitiveness at Karimun University and Batam Universal University. In particular, the purpose of this research is to find out and study; 1) Environmental analysis, 2) Strategy formulation, 3) Strategy implementation, 4) Strategy evaluation and control, 5) Problems, and 6) Superior PT strategic management in improving University reputation and competitiveness. Case studies at Karimun University and Batam Universal University.