The partnership relationship between economic academic and business environment, component of modem university marketing orientation

This study will examine the partnership relationship between economic academic and business environment and will propose a series of measures regarding how this relationship can help shape the modern university. In this paper we have studied the academic environment-business environment relationship as a key component in providing marketing orientation to modern university, aimed to provide superior value to all categories of stakeholders that the education institution interacts with. To achieve its purpose, we started by analysing the scientific literature, on one hand, to see on what extent it may now speak about the marketing orientation of higher education institution, and on develop the collaboration between the academic and business environment to improve the specialized practical training of Economics students. Last but not least, there were conducted in the study more focus group with members of the main categories of public-students, teachers and traders (managers) we work with in the project previously remembered. We conclude that the sustainability of economic higher education institutions, the strategic aim of marketing orientation of modern university, is achieved only by satisfying the external customers (students, business environment, society) and the internal customers (the teachers). The study results illustrate that the relationship between higher education institution and business environment is fragile, but recognized as a key component of marketing orientation and providing superior value. There is an openess from both sides. Are well aware of the benefits of such relationships. Although there is common interest, there is equally some difficulties in materializing and operating of such relationships. Therefore, we concluded that it is necessary to develop a code of best practices to harmonize the elements underlying the marketing orientation of the modern university and to take into account also the legislative framework that governs the modern university relationship with all categories of stakeholders. (C) 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Dr. Huseyin Arasli