The strategic objective of the contemporary era is to increase the intellectual potential of society. Starting from this, the XXI century draws a priority to create a modern industry education, which will become an important area of investment, more advantageous than the development of a science, knowledge and education. The quality of education and training has become an area of particular interest, given, first of all to national gap with the developed countries and the need to make an integrated finality in the European context. European Commission's concerns regarding the importance of education and vocational training is reflected within the Europe 2020 Strategy by developing and adopting 'guidelines' concerning the quality of services provided by educational institutions. In a world rapidly changing, the European Union wishes to become a smart and favourable economy for the inclusion by creating a "knowledge triangle" of education, research and innovation, to function properly and to help young people to improve their skills, essential in terms of competitiveness, equity and social inclusion. Being responsible for preparing young generations of graduates in various fields of knowledge, the university is also responsible for the future of society and of the future state of the nation. Quality of education and training is an essential process of maximum importance for becoming, progress of learners and society at the same time. Among the motivational factors that determine universities to worry about the quality of education and training are: orientation towards performance and increase market competitiveness of universities and graduates of educational services in the market of labour resources; the expansion of investment in education research and process development; European market recognition of qualifications (degrees, diplomas) by institutions

The degree of graduates' employability in the labour market is one of the main criteria, according to which shall be evaluated and assessed a university. It is basically a criterion as important as local or international accreditation agency. Unfortunately, higher education in Moldova has no tradition and practice of development the relations between the graduate and the university after his departure from academic medium, tradition very well developed in other states. It is important to know the career development of graduates through the active involvement of the university in this process. The State University of Physical Education and Sport operates a system of mechanisms that monitor the careers of its graduates. The analysis of the results of this action reflects several important issues for the University, such as: the level of employability of its graduates; the market need for qualified specialists in the fields of training of the University; identify problems in the study programs of the University; satisfaction degree of former university students on the quality of education; teachers who provide quality implementation of the program; utility program for employment and career development etc. The success of this exercise depend on the degree of motivation and conviction of young people to get involved in the life of the graduated University and help to improve its activity. At the same time, the University wants to get the graduates involved, to come up with suggestions, with an objective assessment of the realities where they had studied, without fear of any consequences and propose ideas for continuous improvement of studies. Thus, by maintaining a

The university graduates’ professional insertion represents an important concern for the beneficiaries of the educational process in the contemporary society. The actuality of the problem increases once with the advantages that the university obtains them by applying mechanisms of evidence of the former students’ employability. We have proposed an experimental-practical research, which addresses the problem of the relationship between the educational offer of the university and the labour market, aiming to improve the quality of the educational process by connecting it to social requirements.

The current training system for specialists in the field of tourism is oriented towards the continuous change of society and tends to continuously increase the quality of provided services. One of the peculiarities of the specialties in the field of tourism is the impossibility to work within the limits of a narrow specialization, of major importance being the personality characteristics, which ensure maximum efficiency and success in the profession. The aim of the research is the study of the personality and professional qualities necessary for the future specialist in the field of tourism. The research methods applied in the study were: the method of scientific documentation, the questionnaire, the statistical-mathematical method. The main results of the research showed that students appreciate the most for the future profession the higher education in tourism, knowledge of technologies for organizing the tourism industry and the basics of psychology, which reflects the content of the vocational training process at the university. At the same time, the experience in the field is placed on the last positions, which reflects the low number of practical activities (performed only during the internship). Thus, students studying at the specialized faculty are aware of the importance and need for personal and professional qualities for the future professional activity and appreciate the importance of specialized knowledge and professional skills in becoming highly qualified specialists.

Currently, the use of research in direct marketing is in a continuous dynamic as the traditional and non-traditional direct marketing have been developed in a convergent direction. Moreover, the integrated marketing communications have been developed, and service providers have taken a number of measures to be as close as possible to their clients. In this context, higher education institutions in the Republic of Moldova, as they stand on a market for developing educational services, where the major competitors are becoming more experienced and sophisticated, appear to create the necessary conditions that would allow to attract as many students as possible. Thus, the specialized higher education institution in the field of "Sports Sciences" is in a position to establish and authorize more attractive programs, capable of differentiating from similar ones from local academic system.