Abstract
Today knowledge and information become the main resources and sources of wealth both the certain person, and the country in general. Competitiveness of national economy is defined not by the volume of natural or production resources, but first of all intellectual potential, ability to generate new knowledge. This fact emphasizes need of search of the new directions of support and development of domestic education market. It is for this purpose actual to use marketing innovations.In article experience of educational institutions of Great Britain, Poland, Germany and the USA at creation of effective system of involvement of entrants and formation of a brand of educational institution with use of modern marketing tools is analysed, possibilities of adaptation of this experience to domestic conditions are defined. Offers on introduction of a marketing complex of the highest scientific institution on the basis of the concept of marketing-mix "5P" in the conditions of deterioration in a demographic and social and economic situation in the country in general are developed.
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