engleski

Increasing competitiveness in higher business education – the case of Intense project

In the past few decades business higher education in Croatia is marked with increasing competition that is visible through several facts: increased number of institutions, both private and public, increasing government preference and support to STEM areas of studies relative to social sciences and negative demographic trends. Because of that, HEI needs to think about how to be more competitive. If we regard competitiveness in terms of the marketing concept and customer orientation as its core dimension, then Higher Education Institutions (HEI) competitiveness can be increased by improvements or changes in solution, access, value, and education to existing and potential customers. To understand expectations from HEI two questions need to be answered: how do they (employers, students) perceive the value they get form HEI and how can HEI deliver that value? Employers expect to get employees who are ready to work and solve business problems from the first day. Students, on the other side, expect to receive knowledge and skills that will ensure their employability without problems This paper presents expectations, activities, and desired outputs of Erasmus+ INTENSE project and the possible effects of it. These project features are analyzed in the context of SAVE framework, which is an outcome-based approach and perceived to be a good guiding tool for changing the thinking of HEIs and their way of defining the product and its value to customers, thereby increasing its competitiveness.

entrepreneurial skills, higher education institutions (HEIs) relevance, INTENSE project, SME competitiveness, students’ employability

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