The modern age in which we live and witness the almost daily progress of modern technologies, general globalization and connecting people from all over the world through various social networks, non-profit organizations, and especially institutions in higher education, must change their activities and adapt to the market. the last two decades have seen increasing competition. Although non-profit organizations, and especially public higher education institutions, do not primarily make profits but education and scientific achievements, today they increasingly have to turn to the market way of doing business and build marketing strategies on differentiation to be visible in the education sector and attractive to future students. With Croatia's accession to the European Union, on the one hand, young people have the opportunity to study throughout Europe at prestigious universities, and on the other hand, Croatian universities should make efforts to be recognized and desirable for education to young people from all over Europe. Precisely for this reason, it is necessary to make a step forward through quality and modern study programs, launching study programs in English, harmonizing study programs with the programs of European universities, becoming recognizable and visible at the European level. For young people who decide on their further education after high school, all the information about the study or university they want to enroll in is available with one click of the mouse. Most universities have their own website and are present on all current social networks which is an important starting point for choosing and directing a marketing strategy. Therefore, the image and visibility on social networks should be built thoughtfully, emphasizing the comparative advantages of the university that will at first glance attract future students and interest them to study at that university.