Digital Transformation of the World Market for Educational Services

To one degree or another, digitalization processes affect all spheres of society, including education. The development and implementation of new technologies, together with a change in the portrait of modern students belonging to the Z generation, are transforming the global market for educational services. This paper aims to determine the features of the development of the educational market in the context of digitalization. For this purpose, the works of Russian and foreign authors on digitalization of the economy, research on the features of generation Z training, and problems in the field of education were used. Characteristics of the adaptation of training to the characteristics of the new generation of students were highlighted. The author notes some important trends: individualization and personalization of both training and marketing in education; digital literacy is becoming the core competency; a growing need for lifelong learning, which is accompanied by an increase in distance education.