Development of social engagement dimension is planned within SO5 and SO6 where mapping of HEIs’ resources, their identification and linking with end users will contribute to the improvement of innovation potential and competitiveness of Serbian SMEs. On the other side, they will respond to the needs of society and economic prosperity needs. The development of socially responsible HEIs will be achieved through forming of five Creativity Centres where bedsides students, pupils will be also included, in order to encourage their creativity and entrepreneurial spirit.