The textbook is devoted to the study of education marketing issues as one of the leading sectors of the Russian national economy. The Russian education system and the prospects for its reform in the 21st century are considered. in order to improve the quality and accessibility of training. The scientific basis for the development of marketing for an educational institution is proposed: the marketing mix, marketing research, environmental analysis, marketing communications, consumer behavior, marketing management. Methodological tools for education marketing have been developed (methods, models, questionnaires, tests, situations, assignments), which have been tested among students (students and listeners). For university students studying in the specialty “Marketing”, for the system of advanced training for teaching staff and school administrators business, as well as heads of educational institutions and educational authorities.