The article is devoted to the problem of foreign language training individualisation at
higher education institution. Individualisation of the educational process is considered
as providing students with the freedom of choice to pass an individual educational route. The experience, principles and mechanisms of individualisation in marketing are
analysed in the article. Considering the educational process of mass foreign language
training, the author makes a conclusion that it is possible to modify the components
of the educational process, for example, the content and procedural components, in accordance with the needs and characteristics of students, which makes it possible to
conBgure an individual foreign language training programme, without breaking the
system as a whole. The mechanism of implementation is the variety of education, which
provides the freedom of choosing an educational variant.
Key words: foreign language training, higher school, individualisation, customisation,
variation.
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