Elena Kaminskaya

Russian higher school in recent years is undergoing a major modernization changes aimed at qualitative growth of competitiveness of universities. At the same time, the real strategy of development of higher ed-ucation in Russia has been reduced to discrediting and oppression of private educational institutions and a significant reduction in the number of state universities, which is contrary to the concept of human capital designed to ensure the sustainable development of our country. In such conditions of modern educational institution must be clearly positioned in the field of marketing opportunities, focusing on a realistic assess-ment of their competitiveness in the competence of graduates in the labour market.