By Karen Fox
The article examines the essence and evolution of the theory and practice of marketing in higher education in the USA. It offers grounds for the necessity of the application of a marketing approach for conducting the effective educational activity of universities. The latest theoretic and practical developments in the sphere of the marketing of higher education in the USA have been singled out and the successful experience of leading American university institutions regarding the improvement of their own image has been analyzed. Modern challenges facing American higher education have been analyzed, as have the means of reaction to them within the educational marketing system.
Key words: the marketing of higher education, sponsored marketing, introductory management, Internet marketing, image university.