The relevance of this article is to study such a social phenomenon as marketing activities of universities. In recent years, Russian universities have become more focused on commercial admission of students. Therefore, for any educational institution to function effectively, it is simply necessary to use new administrative and marketing approaches in management. The purpose of the research is to study the features of the marketing service functioning in higher educational institutions. Research methods: the survey method is used as a research method, which allows effective studying the marketing activities of higher educational institutions. Research results: the article considers the place and status of the marketing service of higher education institutions; the nature of competition in the higher education system; features of using the Internet space by higher education institutions to promote their services in the education market. The novelty and originality of the research lies in the fact that the work of the marketing service in higher educational institutions is considered for the first time. It is revealed that almost all educational institutions use marketing activities in their administrative policies. The personnel shortage of these departments is determined. It is shown that in absolutely all higher educational institutions, the marketing service reports directly to the rector, and this service closely cooperates with all departments of the University. It is determined that the level of participation of employees of the marketing Department in the discussion and decision-making at the University level is not high enough and the management does not always listen to the recommendations and advice of marketing services. Insufficient funding of marketing services was revealed, which is defined as the main problem in their work. It is determined that today there is practically no division of labor by functions in the marketing Department. It is shown that higher educational institutions use advertising in their activities: articles in the media, banners during the work of the admission Committee, advertising in transport, booklets, pocket calendars for schoolchildren, participation in educational exhibitions, holding an open door day and distributing advertising printing. It is shown that the public relations Department does not develop strategic marketing programs. It is revealed that the marketing services of higher educational institutions that perform the functions of marketing activities are quite new and have qualified specialists in their composition. Practical significance: the data Obtained in this work can be used in marketing, marketing psychology, labor psychology, advertising psychology.

• Azoev GL (1996) Competition: analysis, strategy and practice, Moscow: Center for Economics and marketing.
• Balaban M, Leontieva O (1999) Education as a market integral of personal interests. Public education, 1(2): 48-55.
• Berezin IV (2002) market of General education services. Expert, 25: 69-70.
• Bortsov YS (1997) Education in the information age: man and new information technologies of education. Moscow: Ursul AD.
• Cherdymova ZI, Cherdymova EI (2009) Information and communication technologies as a means of education improving in higher education. Application of information and communication technologies in biological and environmental education of students and schoolchildren. Collection of materials of the Regional scientific and practical conference, pp. 137-142.
• Doyle P (1999) Management: strategy and tactics, Moscow: Infra M.
• Fatkhutdinov PA (2002) Competitiveness of an organization in a crisis: Economics, marketing, management. Moscow: Dashkov & Co.
• Goldobin N (1999) Features of marketing in the organization of distance learning. Distance learning. №. 1. - Pp. 43-46.
• Khrutsky VE (1991) Modern marketing. Moscow: Finance and statistics.
• Kirimlina Yu (2000) Marketing of educational services. Higher education in Russia, 5: 26-30.
• Kotler F (1990) Marketing and society. The working class and the modern world, 4: 176-184.
• Kuzmina E (2002) Methods of development of the advertising company of the University. Marketing, 4: 113-121.
• Kvon GM, Vaks VB, Masalimova AR, Kryukova NI, Rod YS, Shagieva RV, Khudzhatov MB (2018) Risk in implementing new electronic management systems at universities. Eurasia Journal of Mathematics, Science and Technology Education, 14(3): 891-902.
• Lisechko NA, Razorvin IV (2009) Formation of a modern concept of service marketing. Scientific Bulletin of the Ural Academy of public administration: political science, Economics, sociology, law, 2(7): 47-54.
• Lovelock K (2005) Marketing of services. Moscow: Williams.
• Makarova EV, Kryukova NI, Sizova ZM, Grinenko AV, Erofeeva MA, Bukalerova LA (2019) Divergence of supreme values of Russian world and western civilization social and philosophical analysis. European Journal of Science and Theology, 15(3): 97-107.
• Mamontov SA (1998) Questions of studying the demand for educational services of higher education institutions. Bulletin of the higher school of Kazakhstan, 1: 13-22.
• Moskvichev YuA, Razumov CB (2001) Improving the University activity effectiveness - a comprehensive approach. Education in the information age, 1: 59-65.
• Mutavchi EP, Prokopyev AI, Kostyleva GV, Blinov LV, Fedorov VV, Polichka AE (2018) Scientific-methodical resources of student training and vocational motivation development in university. Espacios, 39(20): 15.
• Narutto SV, Cherdymova EI, Sokolova ED, Savostyanova SA, Stolyarova AN, Vilskaya NV, Konovalova IA, Smirnova EA (2019) First-Year Student Attitude to Social Networks. International Journal of Applied Exercise Physiology, 2(1): 273-276.
• Olkhovaya TA, Cherdymova EI, Merculova LV, Manakova OS, Sukhodolova EM, Laptev AA, Popova OV (2019) Development features of students communicative focus. Modern Journal of Language Teaching Methods, 9(1): 78-89.
• Pankrukhin A (1997) Advertising of educational services. Alma Mater, 8: 19-23.
• Pavlov SN (1999) Marketing of computer educational services. Moscow: LATMES Moscow aviation technological University.
• Pesotskaya EV (2000) Marketing of services: Short course. St. Petersburg: Peter.
• Saganova OV (2005) Marketing in the field of education. Marketing in Russia and abroad, 1: 32-44
• Selivanova OG, Gromova CR, Mashkin NA (2018) Improving student motivation for learning the second foreign language. XLinguae, 11(1), 218-229.
• Shaposhnikov VA, Obukhov OV (2010) Marketing models in the professional education market. Scientific proceedings of free economic society, 130: 363-369.
• Shemetova NK (2012) Formation of the University marketing strategy: classification of factors. Education and science, 9(98): 44-56.
• Solomandina TO (2002) Education and the market: paradoxes and prospects. Personnel management, 5(70): 40-43.
• Tikhomirova NV, Isaev SN (2010) Trends in the Russian market of educational services of higher and additional professional education. University management: practice and analysis, 5: 32-40.
• Tretyakova IV (2001) Competitiveness of modern education. Education in the information age: collection of scientific articles, 1: 83-89.
• Vladimirov V (1997) Extra-budgetary activities of the state University. Higher education in Russia, 2: 25-33.
• Yegorshin AP (2001) Management, marketing and Economics of education. N. Novgorod: NIMBUS.
• Zinnurov UG (1993) Marketing in the activities of universities: theory and methods of solution. Ufa: Ufa state aviation technical University Publishing house.

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.