Transformation of requirements of the main consumers of educational services to higher vocational education in the modern Russian society (case study of Kuban State Technological University)

The article analyzes the results of sociological researches focusing on study of changing requirements of the main education consumers (applicants, students, labour market) to the education institution. It is important to identify and study new requirements of consumers of educational services, such as applicants, students, labour market, as it is the educational institution meeting the requirements of modern consumers as well as considering current changes that can execute effective educational activities and defy competition in the market of educational services. The undertaken sociological researches will help university managers to improve interaction with the main consumers of educational services and to enhance competitiveness of the educational institution.