Education, as one of the most complex human activities, cannot work and develop in contemporary conditions without the implementation of current knowledge from other sciences and scientific disciplines. There is an undeniable contribution which can be provided to education by means of marketing and development of marketing orientation. In this process, a special responsibility belongs to school management which should methodically run its organization from school to marketing culture, thus achieving goals related to greater efficiency and quality of school. Such management would enable the school to react more efficiently to changes in the environment, to new services offer, successful market operations and to perform activities in accordance with the requirements and expectations of internal and external users of services.