Generating competitive intelligence within higher education institutions. Case study in Constanta Maritime University

Nowadays marketing strategies means customer and competitive intelligence. In sharp contrast to customer intelligence, there is a little research on how competitive intelligence is actually generated within an organization. Our research intends to establish if Constanta Maritime University is concerned in implementing principles of new public management and in developing and improving the competitive intelligence generation process. Drawing on both department interviews with full time professors who conduct competitive intelligence and academic literature in related fields, the authors established a novel conceptual framework that describes three independent phases of the competitive intelligence generation process: 1. Organizing for competitive intelligence within universities; 2. Searching for information; 3 Sense making of competitive intelligence in developing programs in university. Does our university develop systematic programs for gathering and analyzing information about the educational services' offer of our main competitors? Is the decisional process in university oriented on our educational strategic goals? Is satisfactory of students one of the important objective in educational process? We created a methodological instrument for measuring: student's satisfaction in educational process, collegial evaluation process and satisfaction of professors within university and the way of this level of satisfaction will influence strategically decisions within Constanta Maritime University.