Abstract
the article presents opinions on the organization and management of the services market in Higher Education. It should be noted that marketing at the universities has a special function. This is primarily aimed at building relationships with potential customers in the long run by building good reputation and self-confidence, which are two main sources of maintaining long-term success in the market. Specific measures in this direction consist in improving the quality of service to fully meet the needs of students, establishing reliable relations with individual agents in order to attract both new students and financial resources, as well as the formation and development of a positive image of the University.