LINKING EDUCATIONAL MOTIVATION AND LABOR MARKET NEEDS IN UNIVERSITY ADMISSION

Motivation is a multidimensional construct that significantly influences students’ academic choices, persistence, and professional development. In the context of university admission, motivation functions not only as an internal psychological driver but also as a strategic component of educational policy. This article examines the effective organization of motivational measures for university admission through the integration of psychological theories, institutional pract ices, and socio-economic strategies. Drawing on self-determination theory and expectancy-value theory, the study highlights the dual role of intrinsic factors - such as intellectual curiosity and self-realization -and extrinsic factors - such as employment prospects and financial incentives - in shaping applicants’ decisions.Particular attention is given to the role of systematic classification of academic programs, which reduces informational asymmetry, signals labor market relevance, and fosters applicants’ confidence in making informed choices. The analysis also underscores the importance of business tools, including labor market analytics, career fairs, internships, and industry partnerships, as powerful mechanisms to strengthen motivation and align higher education with economic demand.