Abstract
The paper presents the substantiation of the need to reform the higher education system of Ukraine in line with European and international standards and requirements, providing a full transition to competentive approach to learning. The essence and advantages of using competency potential for improvement of the higher education system in Ukraine are determined. A comprehensive marketing research are conducted, using the method of content analysis that helped to reveal the modern competencies needed for students and graduates of financial and legal specialties. In addition, a survey was conducted which showed that there were problems with the level and quality of the formation of professional and key competences.