The work illustrates why marketing issues are gaining increasing relevance in the higher education sector and what insights from the business world can also be applied in the education sector. Factors have been identified that positively influence the development of marketing activities at universities. In the examined region, six types of universities were identified as examples. These exhibit varying levels of development or different understandings of university marketing, depending on the specific characteristics of each institution. Therefore, different marketing strategies appear to be advisable for each of them.