KeywordsScience and knowledge
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The contemporaneous era has enhanced the accomplishment of new and complementary competencies eliminating borders between people and knowledge through the proliferation of e-learning worldwide. The e-learning system could and is bound to become one of the most efficient and accessible method for acquiring knowledge, a resource that has become companies' main active regardless of the acknowledgement or investment in this important asset. Based on the e-learning expansion, the paper evaluates if and how this new learning system with its alternative education methods has the capacity to create and sustain a genuine connection between universities and companies. Therefore, e-learning could prove to be the mean through which universities offer more flexible learning programs, while companies provide the former with real case studies, business games and instruments for a better understanding of business concepts and practices among students. The two random samples used in quantitative and qualitative researches among university student and private company employee offer a perspective on the university - company link opportunity through collaborative e-learning. These research instruments and the subsequent results assure a better understanding of the current situation and support defining future work hypothesis in order to increase the cooperation between universities and private companies. As a result, we expect that in the near future there will be generated a higher number of learning models and programs based on e-learning. This will enhance companies' interest and capacity in innovation, along with the increasing of learning programs established in partnership that join specialists and university professors worldwide. This initiative success depends critically on the educational marketing quality developed by universities in sustaining collaboration through e-learning. As a conclusion, the e-learning system, with the support of educational marketing techniques, is expected to encourage companies identify emerging opportunities for genuine innovation perspectives.