Education has always been the most important criterion in employing young people, as the level of education reflects professional competencies, the area of scientific and practical interests, the degree of specialist’s competitiveness, etc. The main purpose of research was aimed at analyzing master programmes in the direction of “Linguistics” implemented at the Ural Federal University named after the first President of Russia B.N. Yeltsin. It was carried out according to three factors: who is recruited for the programmes, what disciplines are taught and what qualification students get after graduating from the University. In the course of the study, it was concluded that, firstly, in all master's programs, the above positions have a lot in common, and the applicant faces huge difficulties in choosing the program and the department that implements it, as a result of which the cannibalization of programs in the educational services market is possible. Departments should not only implement competitive educational products and services, but also successfully commercialize these programs in the competition. Secondly, applicants are not always sufficiently informed about the requirements for exams, the programme contents, the educational process, the prospects for employment and further career growth, etc. Thirdly, the departments need to use any information resources for promoting and advertising their educational products and services during the calendar year. It is necessary to position one’s educational product using the whole potential of marketing tools. It is worth reminding that the best advertising is word of mouth, i.e. all the problems the applicant faced entering a master course this year can be shared with applicants entering next year.