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Abstract: The question of the relevance of the marketing approach in the management of educational organization is discussed. Socio-economic content of the educational services from the point of view of the educational organization is revealed. Step-by-step implementation of marketing activities at the university is shown. A marketing strategy of higher education institution is presented. The factors to be considered in the development of educational products (services), as well as traditional methods of promotion on the education market are given. The average grades of the students enrolled at the university on the “budget places” (the studies are financed by the state), into larger groups of specialties of high demand (2015) are provided. The determining factors in choosing the university are identified; modern marketing techniques to increase the rating and popularity of the educational organization are offered. The experience of implementation, specificity and characteristics of marketing activities of pedagogical universities of the Ural region are analyzed. The necessity of the use by the pedagogical universities of the marketing approach in the organization of networking is shown. Recommendations for the organization of the pedagogical university marketing service are given.