Purpose The purpose of this paper is to substantiate the basic role and to develop recommendations for increasing the attractiveness of a regional market of educational services in modern Russia for provision of its global competitiveness in the conditions of industry 4.0. Design/methodology/approach The authors use the method of regression analysis for evaluating the influence of the indicators of investment attractiveness of a regional market of educational services – volume of investments into fixed capital in the sphere of education and state expenditures for financing of education – on the indicator of global competitiveness of this market in the conditions of industry 4.0 – number of foreign students – by the example of regions of the Volga Federal District of the Russian Federation. The empirical basis of the research is statistical materials of the Federal State Statistics Service of the Russian Federation for late 2018 and early 2019. Findings It is proved that investment attractiveness of a regional market of educational services is the basis of its global competitiveness in the conditions of industry 4.0. A barrier on the path of full-scale digital modernization of the system of higher education in modern Russia is the absence of private venture investments, which shows low investment attractiveness of a regional market of educational services. Originality/value It is substantiated that the causes of emergence of the determined barriers have the institutional nature and could be eliminated with the help of the complex of the recommended measures that are connected to usage of the mechanism of public–private partnership for financing of digital modernization education, flexible regulation of investment activities of digital universities, which is selected for each specific project, and coordination of the investment activities of universities at the regional level and creation of a specialized digital portal. Practical implementation of the offered measures will allow achieving significant growth of global competitiveness of a regional market of educational services of modern Russia in the conditions of industry 4.0.

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Purpose The purpose of this paper is to substantiate the importance of an educational platform for digital modernization of modern Russia’s regions in Industry 4.0 and to determine the functions and conceptual foundations of organization of regional market of educational services for execution of functions for stimulation of digital modernization of Russia’s regional economy. Design/methodology/approach The authors use the method of regression analysis for studying the influence of the indicators of adaptation of the market of educational services to the conditions of Industry 4.0 on efficiency of digital modernization of economy of the regions of the Volga Federal District of the Russian Federation as of late 2018-early 2019. The information and empirical basis of the paper is materials of the index “Digital Russia” of the Moscow School of Management “Skolkovo.” Findings It is determined that the market of educational services plays an important role in the process of transition of regions of modern Russia to Industry 4.0, performing two functions: training of personnel who are capable of working with digital technologies and training of personnel who are capable of creating new digital technologies at a region’s companies. As a result, the educational platform of digital modernization of the regional economy is formed. The developed conceptual foundations of an organization of the regional market of educational services for execution of its functions on stimulating the digital modernization of Russia’s regional economy allow for three variants of the process of training of personnel: within execution of the order of partner companies in a regional technological park, within participation of the region’s companies in a tender for training of personnel and within an independent initiation of the process of training of personnel by universities based on the results of digital marketing. Originality/value The offered authors’ recommendations ensure the following advantages during the creation and development of the educational platform of a region’s digital modernization in Industry 4.0: high marketing activity of universities, direct sequence of training of personnel and improved treatment of the effectiveness of regional universities as the ratio of efficiency in personnel training to expenditures, which stimulates competition between universities and maximization of effectiveness of educational platform of a region’s digital modernization in Industry 4.0.

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Abstract. To date, the banking sector is subsidized. the state co-finances players in the domestic banking sector against the background of reduced availability of foreign debt financing. on the one hand is an additional source of competitive advantages, on the other hand, the question is how commercial banks use their capabilities. In a fast growing sector of banking services, increased competition, rapid growth in the breadth and richness of banking service range it is necessary to use the entire arsenal of marketing tools that determine the competitiveness of services and effectiveness of company. The economic importance of technologies development for integrated assessment of competition efficiency is that banks have to be able to use different methods of competition for adaptation to ambient conditions changes and ensure competitive success. The article describes an integrated assessment approach to effectiveness of management of price and non-price competition in business corporations based on sample of banking market. The technology that proposed in article helps to identify the main target segments of consumers, investigate the influence and perception factors of price and non-price competition to the banking service consumers; to form the main ways and directions in management of competition efficiency; to evaluate the effectiveness of interventions.