On the basis of the carried out theoretical analysis and the conducted empirical research, conclusions are drawn about the relationship of the human capital of students with market values. An algorithm for the formation of a methodology for diagnostics and construction of value networks, reflecting the characteristics of market values of students and that part of young people who do not study at universities, is shown. A number of relevant conclusions are made about the mutual influence of obtaining scientific knowledge as the basis of students’ human capital and the system of market values, the ratio of market values to business values, values of collectivism and human values. In modern conditions, market values and values of collectivism are largely opposed, sometimes even conflicting. In this respect, it is important to study the experience of Western European and Chinese universities, where such oppositions are less pronounced. In general, the world of student values reflects a complex and contradictory social situation in the formation of a market society. The relevance of the use of diagnostic techniques based on digital technologies for studying the values of students in the management of the learning process is emphasized.