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The purpose of this paper is to explore the effect of work values and socio-demographic characteristics upon the link between life satisfaction and job satisfaction.

The European Values Study (EVS) 2008–2009 is used as the dataset. The sample is limited to those who have paid jobs (28,653 cases).

Socio-demographic characteristics matter more than work values in explaining the effect of job satisfaction on life satisfaction. The association between life satisfaction and job satisfaction is stronger for higher educated individuals and those who are self-employed and weaker for women, married individuals, religious individuals and those who are younger. Extrinsic and intrinsic work values significantly influence life satisfaction independent of the level of job satisfaction.

It is important to pay attention to the working conditions and well-being of the core of the labour force, in other words, of those who are ready to invest more in their jobs. Also, special attention should be given to self-employment.

The paper compares the roles of work values and of socio-demographic characteristics as predictors of the association between job satisfaction and life satisfaction. It shows that the role of job in person's life depends largely on demographic factors, religiosity and socio-economic factors.

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.

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.

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.

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.

The purpose of this paper is to analyze the impact of demographic, social, economic and international aspects on the market of university services in Russia. It also reminds readers briefly of the evolution of the Russian higher education system during the last 20 years and considers some consequences of the current public policy and reforms in this sector.

The paper provides a qualitative analysis of the marketing environment of Russian universities.

The results show that it is urgent for Russian universities to think and innovate about their marketing strategies to better position themselves in the educational market that has greatly changed throughout the transition period. International competition, demographic decrease, change in age structure and consumer behavior and preferences are those trends that create new challenges.

Public policy in higher education needs to be improved also to enable better equity across territory and different universities.

After a drastic drop in the public funding during the 1990s (from 9.6 percent of GDP in 1986 to 3.5 percent in 1990), the higher education sector in Russia is still “struggling for survival.” In spite of the increase in funding in the year 2000, public support is distributed unequally across universities, 40 universities being distinguished among more than 1,100 other existing institutions. For those institutions that are not supported by the State, an efficient marketing strategy helps to keep the pace and continue to exist and offer educational programs. In order to ensure a wide access to higher education throughout the whole territory and to let some institutions to continue to work, it is urgent to rethink and reinforce marketing research in education.

The paper is an original study of the market for higher education services in Russia.