In this article, capitalism is posed as the economic and productive global framework that is at the origin, base and horizon of some statements influencing university activities, among them, that higher education is strategic in nations competitiveness, that universities should produce useful knowledge regarding the multiple needs of society and that, in order to fulfill these purposes, institutions and programs must be of high quality. In order to tackle this complex subject, three topics are analyzed: the dynamics of profit expansion, the intensive use of technology and cognitive capitalism. The paper is the product of the author's PhD. research "Higher Education Quality Assurance System –HEQAS- and Public Policies for Higher Education in Colombia 1970-2010; Continuities and Ruptures" (El Sistema de Aseguramiento de la Calidad de la Educación Superior -Saces- y las políticas públicas para la educación superior en Colombia (1970-2010): continuidades y rupturas).