Keyword: «the communication strategy of the university»

System modernization of the system of national education in Russia is accompanied by fundamental changes in the structure of financing the activities of educational institutions of higher and additional pro-fessional education: the shortage of budgetary sources of funding the universities should intensify the search and implementation of extra-budgetary funding for its activities primarily include the provision of paid services at the regional and national educational market. However, only innovative formats of commu-nication allow to put into practice the principles of low budget, AK-centerwest, passerovannoy, differentiat-ed communications to influence the client in different phases of the purchase process and consumption of educational services as well as effective quantitative marketing control. The use of the entire spectrum of modern communication tools-tov and methods of digital-direction requires a serious modernization of the system of theoretical ideas and methodological foundations of designing, implementing and monitoring the effectiveness of the marketing complex of modern universities.