This article, a summary of a broader doctoral research study by the author, has different research participants, namely: graduates, their employers, professors, the College Dean and the Program Chair. The goal is to identify how these subjects comprehend the teaching and learning processes of professional competences, in the context of a Brazilian higher education program in International Business. For the theoretical reference, we discuss the concept of competence with different theoretical foundations. We present educational tools that promote teaching and learning competences, in addition to addressing competences for the 21st century. Using Textual Discourse Analysis, we deconstruct and categorize the transcribed discussions by the participants. We arrive at units of meaning, which are related to cognition, behavior, management, pedagogy, and technology, among others. Graduates understand competences are developed through work experience. Professors incorporate life and professional problems into their pedagogical practice, in line with the Dean and Program Chair, who claim the use of market values to structure the program curriculum. As for the employers, they conceive of college as background for the development of professional competences, which in their opinion, occurs via work experience. The process of analyzing and connecting the units of meaning led to the development of two emerging categories: culture and technology. They are in constant action and reaction, moving the dimensions necessary for competent action, under the aegis of the technological paradigm.