This paper explores the topic “Analysing the compatibility of existing marketing study programs with the demands of the Croatian market for the purpose of introducing a new specialist study”. In the dynamic economic environment, higher education institutions and employers are faced with a number of challenges such as the discrepancy between the supply and demand with respect to certain professions on the labour market. The answer to the problem lies in the cooperation between higher education institutions and employers in creating new study programs in accordance with the needs of the labour market. In this context, both sided should invest additional resources and efforts in order to get positive results. The basic issue that is looked into is insufficient awareness of the compatibility between the supply of marketing study programs at higher education institutions in the Republic of Croatia and the demand from Croatian companies for a specific profile of marketing experts. The research was done on a sample of employers from the Croatian market N=120. The dimensions that are examined are satisfaction of Croatian employers with the existing offer of marketing study programs, the need for new marketing specialists in the next 5-10 years, general and professional competencies of future specialist of marketing management, and the interest of Croatian employers in potential specialists of marketing management from VERN' Polytechnic. The research shows that approximately half of the respondents are not satisfied with the existing offer of marketing study programs on the Croatian market, that almost all respondents think that there will be a significant need for new marketing specialists in the future, while more than half said that they are interested or very interested in specialist of marketing management from VERN' Polytechnic. These findings represent the main guidelines for employers in choosing candidates for working in business organizations, for higher education institutions in creating marketing study programs, for other institutions in their hiring practices, as well as for quality assurance in the system of higher education and the labour market.