In modern social and economic conditions, marketing has spread to all industries and spheres of economic activity. Marketing activities have become an integral part of the work of many companies and organizations. Educational institutions are for seeking qualified specialists. The education system must be understood as a part of the market economy system today. Education acts as a seller of educational services and as a buyer of qualified human capital and public Institute of formation of market consciousness of society. As the principles of the market economy are introduced into the system of social and economic relations in the process of reformation of higher education and economic reform in Russia is the formation of the market of educational services. In the market of educational services, there were educational institutions of various forms of ownership, different types, providing a wide range of educational services that creates competition between them.