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[References: p. 721 (11 tit.)]

The article deals with social problems of higher education sector's significance as a factor for long-term economic development and human well-being from the position of its ability to compete in the labor market after graduating from university. With the increasing availability of higher education in the Russian Federation due to the emergence of paid training, quality of education had deteriorated and resulted in necessity to toughen requirements to universities and introduce criteria for effectiveness of their activities. Under these circumstances it became urgent to conduct self-study of universities for compliance with new criteria. The paper presents results of marketing research of education's quality in the Ural state economic university using SERVQUAL method and graphical method of analysis “importance- execution”. According to the survey, it was revealed that all indicators of students' expectations have not been met fully. Most successfully the university fulfills a social role in the development of personality, volunteerism and patriotic education. The study revealed that professional development: competences of teachers, employment for graduates and cooperation with employers became a priority for the university.