UNIVERSITY RANKINGS AND BRAND AS TOOLS OF POLICY IMPLEMENTATION OF QUALITY MANAGEMENT SYSTEM OF HIGHER EDUCATION

Article is devoted to the analysis of the factors and causes that have a influence on the decision making process of choosing a higher education institution and assessing the impact of the role of universities ranking positions in the general rankings, and by subject areas. Relevance of the topic due to the fact that the question of motivation, in essence, is the question of the quality of training activities, the success of social and psychological adaptation of students to training conditions in high school, the effectiveness of the training of the future specialist. As a result of conducted survey it were identified key factors and criteria that determine the dominant influence to the motivation of choice of entrants as well as the most popular sources of information about the university in entrants environment and the impact of university rankings and brand to decision-making on the choice of university. It is analyzed the impact of the role of ranking products and brand of universities in the psychological aspects of motivation of students when choosing a place of learning. As an empirical basis in the article reveals some of the provisions and the results of sociological research, conducted in the Lobachevsky University during the summer admission campaign 2016 compared with the figures obtained from the results of the same research in 2015.