Most international universities have very well structured and efficient marketing curricula. A simple public relations program is insufficient; it can be constituted only into a starting base in elaborating a marketing plan. Through public relations the university can create and maintain favourable opinions, but they lack support if the “products” offered do not respond to the true needs and desires of the public aimed. The educational marketing presupposes the elaboration, the development and the continuous adaptation of some specific study programs as a response to the requirements of different segments of clients, and also the use of some communication and motivation techniques specifically to the chosen segments. On the long run, the educational marketing develops links with the process of strategic planning of the university.