The results of the investigations with reference to the existing situation in higher education in the Republic of Moldova, in terms of educational demand and supply, highlighted the fact that universities are exposed to an increasing competition both nationally and internationally, and the implementation of Educational marketing is in its infancy. In this context, the paper argues the necesity to apply an educational marketing aimed to increse the attractiveness and strengthening the perceived image of universities among applicants, to take into account both institutional factors (reputation of the university, location, study programs, facilities offered, tuition fees, employment opportunities, availability of scholarships, quality of teaching and scientific staff, etc.), as well as marketing / communication (quality of advertising, campus visits, career fairs, credibility and originality of information provided by institutional representatives who visits high schools, etc.), the emphasis being on the application of differentiated marketing strategies, which ensure a distinct approach for different categories of students, along with knowledge of the factors influencing the choice and possible motivations for potential students.