Since the beginning of XXI century Russian universities were included in the global educational market, which, as well as for regular market typical of the war for consumers. However, in the higher education system differentiates between two divergent groups of consumers of educational services: applicants who become students and their parents – on the one hand, and the labor market and potential employers. For each of these groups is characterized by their purposes and needs which the universities equally need to be able to satisfy. In this regard, relevant is the study of the needs of the target audience of educational services. The article provides an overview of the most popular today theory, which applies, in particular, for the study of academic motivation self-determination theory. The authors have carried out diagnostics of nearly a thousand students of 1-4 courses of full-time Financial University with the aim of measuring the directions of their academic motivation. The results showed that the students from the first to the fourth year of training decreases the level of cognitive motivation and the level of emotively. Therefore, it is advisable to develop a complex of measures on development of system of motivation of students and increase their satisfaction of the educational process
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