Abstract:

Considering the current context of Romanian university education as well as the decrease in the number of high school graduates who can attend university studies (firstly for demographic reasons, and then by  others various reasons), one problem of public or private higher education institutions is the configuration of study programs, and the promotions of their offer. In this framework, there are several issues related to what : factors, forces, motivations, or what are the behaviors that determine the choice of one or the other of the university programs and  also, whether the academic institutions may or may not influence these choices through theirs promotion policies (the last one, can be considered as a critical issue). The aim of this scientific paper was to develop an exploratory research that identifies the students' motivational factors regarding the choice of university programs, how these factors have evolved in recent years, also the impact of labor market trends on the motivational of choosing university programs. The survey was conducted using the direct survey method on a sample of 300 students. We are confident that the results obtained from the research are useful: to the students in order to be better informed about university programs, according to their preferences and skills; to labor market in order to eliminate demotivation for the jobs that are unattractive, or for jobs in disadvantaged areas; to the universities in order to adapt their study programs in line with the current tendences of labor market. And finally to universities that can design their promotion policies better tailored to the current labour market trends and behaviors.