The article considers the urgent problem of professional self-determination of students of professional educational organizations in the conditions of the modern labor market and dynamic socio-economic changes. The relevance of the study is due to the need to popularize effective models of forming students’ sustainable professional orientations in the process of teaching academic disciplines. The authors appeal to the topic of professional self-determination is caused by the influence of secondary factors on the choice of profession by students, which negatively affects the career of the students themselves, the quality of education and the country’s economy. The main goal of the study was to develop models of forming students’ sustainable professional orientations in private practice of teaching an academic discipline and a set of measures for their organizational and pedagogical support. The importance of a conscious and personally oriented choice of profession for successful professional development and development of the country’s economy is highlighted. The authors analyzes existing theoretical approaches and definitions of the concept of professional self-determination, as well as factors influencing the choice of profession, including socio-economic, psychological and psychophysical aspects. The article presents the results of empirical studies confirming the need to introduce organizational and pedagogical support for this process in professional education. Based on methodological approaches (competency-based, system-activity-based and personality-oriented), a comprehensive model of supporting students’ professional self-determination is proposed, implemented through academic disciplines using innovative forms and methods of teaching, such as project-based learning, career counseling, simulation games and trainings. Particular attention is paid to the role of the educational process in the formation of students’ sustainable professional guidelines, which helps to increase their motivation and conscious perception of their future professional activities. The article analyzes the results of testing the model of organizational and pedagogical support for professional self-determination within the academic discipline «Marketing» for students majoring in 38.02.04. The article emphasizes the need for a systematic approach to organizing the educational environment and pedagogical support for successful professional self-determination of young people and the development of human resources. The results of the study may be useful for teachers, heads of professional organizations and specialists in the field of career guidance.