This article attempts to analyze the main trends in the development of higher education in modern Russia, aimed at forming a new innovation-oriented person, a professional with a wide range of knowledge and competences, with the skills of lifelong learning. The causes, factors and criteria that have a decisive influence on the choice of the university are identi-fied. An analysis of visibility and influence of university rankings on the motivation of prospective students is performed. This study is based on the results of the survey conducted in UNN during the admission campaign of 2012.
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