Strategies for Internal Competition in Higher Education Sector : A Case Study on Marketing Undergraduate Program

In recent years higher education has been experiencing a new trend. The struggle for a high quality level in enrolling students created competition between universities. Competition has also emerged within universities. Our paper concentrates on educational programs' management viewed from an intra-organizational competition perspective. The empirical chapter was developed considering the coexistence form of competition assumption. It focuses on managing the Marketing specialization in a Romanian university. It resumes a four-year teamwork in analyzing and influencing students' options for business administration programs. Comparative results show major improvements in both quality and quantity of students who choose Marketing specialization