Amid the Bologna Process and as a direct effect of it, European higher education institutions have to rethink their core institutional policies in order to effectively deal with the increasing demands and needs of their "customers" and society at large. The higher education management programmes across Europe, with some specific needs and educational types, are the focus of this article. The authors sketch possible future tasks related to and opportunities in these programmes, that is, a hopeful wind that could blow higher education institutions in Europe a competitive advantage. (Contains 1 table.)