Modern scientific research emphasizes the rapidly increasing competition among educational organizations and the need to spread marketing processes to strengthen ties between organizations and their target audience. At the same time, experts in the field of marketing in education insist on the necessity to revise some marketing technologies and principles of marketing activities that have become traditional over the past few decades. In the authors’ opinion, in the conditions of the rapid development of technologies, new tools for the market promotion of products and services, including educational ones based on consumer preferences, should appear. The study was carried out at FSBEI HE Sochi State University. As a method of the research, the authors selected a formalized survey, and namely a survey of the first-year students, applicants, and their parents. The survey allowed identifying the information collecting media preferred for the educational services consumers and performing the comparative analysis of the studied preferences of the applicants, their parents, and first-year students. The authors determined the preferred communication tools of gathering information about a university general for applicants, parents and first-year students - the Internet, friends, relatives, and the events within the university territory. The study defined the differences in preferences: for parents, communication during parents’ meetings is important; for applicants and first-year students, the prospects and other promotional materials have sense. The results of the study allowed developing a complex of marketing communications for the promotion of educational services (using the example of FSBEI HE Sochi State University) that can be recommended to the universities.