Abstract. Studying abroad has become a reality and a life style for the young generation in the globalized world. Russia as the hub within the CIS is attractive for young people wishing to study here for a range of reasons, including life standards, the quality and sometimes the cost of living and tuition fees, as well as the knowledge of Russian by many of them. The author suggests viewing Russia’s strategic inter-ests from the theory of human capital and marketing when education is considered to be a merchandise.