The main aim of higher education goal is well educated society and personalities with capacious mind and orientation to knowledge and cultural values. The alterations of ourdays society determinate rethinking of education conception and therefore reform of system of higher education. The dynamic development of information technologies changing the usual lifestyle is intensively creating new opportunities for life long learning and for person to learn at any stage of his age in any geographical place. The goal of this final master thesis is to analyse the motivation of postgraduate studies. During data collecting period the applicants for master studies (n=227) from Lithuanian Academy of Physical Education, Kaunas University of Technology and Klaipeda University were interviewed. According this study respondents prefer the university which awarded bachelor’s degree for master studies to another university. Studies in master programs are motivated mainly by prospect of future job and improving professional skills.