As part of this research, the application of marketing methods in higher education institutions in the Republic of Croatia was analyzed. The research is based on the analysis of the legislative framework, the role of marketing in higher education and the specifics of traditional and digital marketing methods. The research results indicate variations in the application of marketing methods among higher education institutions. The results show that there is room for improvement in marketing activities, considering the students' neutral evaluations. Marketing methods did not significantly affect students' perception of higher education institutions, although they should have a positive effect on the university's attractiveness. The results indicate the need for advancements in the marketing strategies of higher education institutions in order to improve perceptions and attract new students. Also, the analysis of successful marketing campaigns highlights effective approaches that can be used as guidelines for other institutions. In conclusion, the paper highlights the need for continuous adaptation and innovation of marketing strategies in order to meet the changing needs of students and achieve a competitive advantage in the higher education sector.