Two conditions reduce the quality of education in Russia: a growing shortage of applicants and the transition from funding organizations to to per capita funding. The competition gives rise to adverse selection. Financial interest and the interest of quality control are conflicting. Expulsion of a student is equivalent to money penalty of university. It possible to solve the dilemma by replacing exceptions underachieving students from the university to re-training course, ie benefit from the experience of developed countries. This innovation leads to a series of measures to restructure the educational process, but there are opportunities to improve marketing characteristics of the study.