Purpose – The purpose of this paper is to emphasize the efforts universities have done during the latest years towards convergence in terms of quality, as well as to reveal the new challenges that they have to face in the contemporary context. Universities have developed continuously according to different internal and external factors integrating into their strategic orientation the role of the university stakeholders. This paper will focus on higher education curricula, in terms of the efforts to increase employability of the students and will highlight the cooperation between university management and different stakeholders in the process of the knowledge management.
Design/methodology/approach – We propose an approach that takes into consideration several research methods: descriptive analysis based on both literature review and on case studies including examples of good practices; comparative analysis; research based on a questionnaire. Students will reveal their perceptions towards the latest movements in the university curricula, market and environment. They will express how they see partnerships between universities and industries, how they feel about the university efforts to help them better integrate on the labour market, what do they feel about the modern technologies involved in the teaching and learning process etc.
Originality/value – This methodology puts in evidence the new challenges in front of the university management, in the context of the 21 st century requirements. The originality of this paper consists of a new theoretical approach of the university concept, in terms of a sustainable organization, which means a new definition for sustainable university in the 21 st century, plus the concept of customer relationship management for universities in terms of student relationship management. At the same time, the value of the paper is also a practical one, reflecting a direct connection between organizations and universities.
Practical implications – The outcomes of the application consist of several practical implications for universities, students and companies. University management will be able to better understand their role in the knowledge management and to pay much more attention towards important changes and strategic movements. Students will be able to support university change in a more active way, for their own benefit. Companies will be able to reconsider the relationship with universities in terms of mutual advantage.
Keywords – sustainable organization, knowledge management, stakeholders, employability