This article presents the demands that Colombian society formulates to the institutions that offer management education and, especially, to the programs of business administration. The interest arises of noticing the absence of works about the pertinence of management formation in our context, and that an important part of the potential that the managers can develop to contribute to the solution of the most relevant Colombian problems, arises of the capability of the institutions to identify these problems and to articulate coherent forms to solve them from their own fields of performance. The document tries to identify such social problems, as well as the form like the institutions of higher education can transform them into demands, so they can contribute to their solution.