COMMUNICATION AS COMPETITIVE AND EXCELENCE FOUNDATION IN THE MANAGEMENT OF HIGHER EDUCATION

It is generally known that learning and education is a key factor of competitiveness and sustainability of the economy, hence the adaptation and adaptation of the education system to the increasingly more complex and quickly changing needs The educational institutions have been carrying out their activity in "natural competence". This means that, the educational process was articulated, on the one hand, by the skills of those professionals of education (teachers) that had been integrated in the educational institutions and, on the other hand, by the skills of the students that had gathered there. Their organizational and educational results were not mediated by any system of improvement so we say that they were achieved in a natural way. The European model of excellence in Maganament EFQM, is showing of as a very valuable instrument to produce the necessary changes and to redirect the management of educational institutions of every level and stage of education. Looking to the suggestions pointed out by the model, the organizations are sustained by the people and in the alliances that they establish with their groups of interest for, by means of well defined and structured processes, measure the obtained results. These organizations, after comparing with other similar organizations and with what the best do, identify actions of improvement, of learning and of innovation, to be more competitive and, assuming their social responsibilities, to continue in the path of excellence. The communication system of the educational organizations is a key element of management, closely related with the policy and strategy and its corresponding processes. This management cannot be reduced to information exchanges inside the organization, it needs to be considered from a more complex and realistic communicative approach that includes the analysis of the interaction of the expectations, roll play, assumptions of collective values and uses of action and communication forms by the stakeholders.