The university is not an end in itself, but rather a means of improving the society which it serves. A society is made up of multiple institutions, which must to distinguish between students, their families, the businesses that employ them, and of course, the public authorities which, in the case of Spanish public universities, contribute most of the funds necessary for the university’s financial resources. Trying to satisfy the needs and interests of such a diverse audience is undoubtedly one of the main challenges when trying to introduce a market orientation in universities. There are currently no doubts as to the crucial role played by foreign trade and globalization in growth, profitability and business survival. Consequently, it is also vital for economic development and the welfare of countries. The Master in Foreign Trade Management (MASCOMEX-Master en Dirección y Gestión de Comercio Exterior) of the University of Santiago de Compostela (USC) arose with the objective of trainning managers and technicians to be specialized in international trade in order to foster the development and international expansion of Galician companies in foreign markets. After 20 years of successfully achieving this objective, it is a good example of how market orientation gives universities important instruments for improving the quality of teaching and research, and fostering innovation in curricula and all services provided. This is achieved by better adapting the educational programmes to the needs of their multiple customers and society whole. The empirical analysis of the determining factors of Galician exports confirms the positive and statistically significant impact between the growths in the number of graduates in this master and the growth in Galician exports.

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