The phenomenon of globalization, the rapid digitization of all areas of social and economic activity calls for the alignment of educational processes in the Republic of Moldova with the particularities and development trends of higher education at the global, European and regional level, the emphasis in the development of universities being placed on quality, competitiveness and attractiveness. In conditions of intensifying competition, increasing costs and rapidly decreasing student numbers, universities are facing difficulties in promoting educational offers and attracting students, trying to find the best ways to interact with target audiences to improve and developing the institutional image and reputation, increasing notoriety, increasing the attractiveness of study programs and stimulating study enrollment. Under these conditions, the issue of marketing strategies, policies and tactics becomes more and more current and of major interest to universities, and an appropriate marketing strategy can provide them with future success in an increasingly competitive higher education market. In today's digital world, traditional marketing strategies are no longer as effective as they used to be. Universities must use online marketing tools such as e-mail, web content, social media, paid advertising, blog posts, video content creation, podcasts, virtual tours, artificial intelligence tools, etc. to address the target audience in a more efficient and effective way. At the same time, the studies carried out allow us to find that marketing remains one of the fields often ignored by universities, while digital marketing channels becomes a necessity for any university marketing strategy. Online marketing strategies can make the university leave good impressions among potential students by presenting its strengths, the elements by which it differentiates itself from competitors, thus contributing to improve the perceived image and increase the attractiveness for study applicants.