ИСТИНА

It seems that learning space globalisation should lead to unification of learning experience (previously educational institutions were framed by region or national-specific factors, which are now levelled: an educational institution teaches Indian, Russian and Chinese students more or less the same way). International accreditation systems also contribute to such unification, as they enforce standard framework for educational process. However, in reality we see a different situation: customisation - up to a single learner’s requirements - is a key competitive strength. Customisation has become one of the key business principles for saturated markets. We have carried out a survey of Russian Association of Business Education members in order to identify tools that Russian business schools use to adapt to customisation trend. They: − abandon long expensive educational programs for shorter and cheaper programs. Instead of using the «package» approach they adopt a «quantum» approach, where each piece is sold separately; − report a rapid growth of online education programs (customisation of time and place of learning); − invite experts from outside of their schools, they use network models to be more flexible and adaptable; − adopt new business models (freemium, subscription, dynamic pricing, on-demand courses etc.); − introduce marketing, educational, communicative innovations into their processes. Schools consider language barrier, normative regulation and lack of new marketing strategies to be the key factors impeding their ability to compete on global markets. In May 2017 Russia adopted a national program to enhance export of education. Russian educational community will be looking for a balance between standardised global requirements and new approaches to innovative customisation of educational programs.