摘要：Market conditions, as well as the qualitative changes of field of activity of modern specialist – graduate requires from the higher education institution a significant increase of the quality of its education, bringing to the foreground such characteristics of graduates as "competiveness". What should be the institutional specialist training in order to provide them an opportunity to implement their personal and professional potential, simultaneously satisfying the needs of society? The answer to this question involves two main points: 1) Requirements determination to the future specialist on the part of his/her personality, state and society; 2) The choice of the educational technologies that meet these requirements; The higher education system is being developed now in the context of market reforms therefore it becomes possible and necessary to apply to its functioning some of the economic categories, such as "market", "goods", "demand", "supply", "competition", "competiveness", "marketing". In the article the authors examined the correlation of these concepts in relation to the main result of the activity of universities – graduate, the future specialists and also tried to find the answer to the question whether it is needed today to our labor market young specialists.
