The purpose of the article is to consider the social management technologies transition to the non-linear model of higher education in the macroregion on the basis of sociological research. The authors propose a theoretical interpretation of the concepts of social management technologies in higher education and its nonlinear model. Show the results carried out with their participation, empirical research possibilities of transition to a non-linear model of the higher school in the Urals macro-region and forming the demand universities social management technologies.