Many publications of Russian and foreign researchers tell about need of critical reconsideration of programs of marketing education. The priority in this process is taken by a problem of reduction of the content of vocational training of marketing specialists in compliance with the requirements of labor market. The cause is that, on the one hand, the demand of graduates is observed by labor market, on the other hand - employers are not quite satisfied with the level of their competence. Results of research of a demand of marketing specialists by labor market of the Ulyanovsk region and poll of the high school teachers participating in vocational training of marketing specialists about the formed competences and personal characteristics of future marketing specialists are presented in this article. In the article the attention to a question of is also paid what professional knowledge, abilities and personal qualities is not enough for the young specialists in marketing who just left walls of higher education institution, ways of overcoming of barriers "good theoretical base - bad orientation to practical activities" within training are given in higher education institution. In the conclusion the conclusion about what "portrait" of the modern marketing specialist who left walls of higher education institution is drawn.