The starting hypothesis is that very little higher education institutions are able to understand the meaning of changes on the educational market and they are not capable to develop conscious and scientifically elaborated management and governance systems able to allow the engagement of these universities in the process of change. Market sensitivity elements allow universities to define a conception way of the activity and academic processes management like scientific-didactic and research fields. We draw an educational marketing step in the academic system and in strategic management of higher education institutions. The need to exactly know the educational market capacity allows to substantiate the volume of the capital necessary to be engaged in the field. Also the structure of the market reveals the main educational products required on a market with demand at two levels: 1. Employers, 2. Students. Based on the estimate trends within the market, we have drawn-up solutions for change for EU universities being under the influence or even direct domination of the market.