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Th e 21st century came with drastic social and economic changes bringing about the era of the knowledge economy. With increased signifi cance of knowledge, there was a change in its nature and the expectations towards it. Th e traditional approach both in secondary and higher education is not capable of satisfying the needs of qualifi ed trainings in strategic industries. Education institutes dealing with knowledge creation, exploitation, dissemination and reproduction have become the grounds of the knowledge based society. Today the role and tasks of higher education institutions are re-evaluated across Europe, which will lead to new approaches in economic and social roles and projects. Universities make a fundamental contribution to the reproduction and adaptation of human resources, and their importance is growing among regional actors. Th e part that higher education institutes play in supporting regional governance is widely respected.

CAREER CHOICE MOTIVATION OF HIGH SCHOOL STUDENTS IN CONTEXT OF CHANGING HIGHER EDUCATION IN KNOWLEDGE ECONOMY