Marketing of educational institutions is still in its early stage. Till 1989 educational institutions and its marketing had been negatively marked by the communist regime, which made impossible any development of this sphere. In the CR the development of the marketing of education institutions started after so called Velvet revolution. First Czech authors started to pay attention to this sphere in the first half of the nineties. Unfortunately the complex processing of this problem in the CR is still missing. The growing numbers of universities in the Czech market and the unstable market environment which is full of chaos and unexpected turbulences, which are caused by the global economic crisis, contribute to the importance and topicality of this issue. Because of changes in the educational environment and market, educational institutions are forced to integrated recent modern trends, especially from the sphere of communication technologies and the internet into their communication mixes. This is the only way how to come through the market that until recently have not contained any competitive fight elements.