This doctoral thesis is referred to the research of directing the knowledge in the purpose of creating marketing advantages of the higher education institutions, and in that sense attracting a greater number of students, and also managing them in an adequate way in order to increase their general satisfaction with the elements of the teaching process and programs. In the introductory part of the work, the subject, aims, methodology and hypothesis of the research are determined. Also, the expected scientific contribution is shown, both in theory and practice and also the possible limitations of the research are shown. The subject of the research of this doctoral thesis is the exploration of the role of knowledge of using contemporary internet applications and contemporary communication devices by creating the competitors’ advantages of the subject that work in the academic community. In that sense, the main goals of the research are determined out of which is crucial to define the term education and its development from classical education to education via information communicative technology. For this purpose, the influence of technological development on the business in the system of education is identified, as well as the new educational models are determined in more and more progressive and turbulent surrounding. Next to the conceptualization of the term education, the second part of the work reviews the historical - social aspects of education through the prism of different perspectives of education, education in a context of the development of the individual and a context of the development of the society. The second part of the work also deals with educational theories in regards to the school`s opinions about educational theories with the emphasis on the main directions and discipline in the context of the above mentioned. As the educational system is susceptible to changes, the emphasis is put on the reforming of educational systems on a macro level, and the explications of a global educational reform are also given, as well as the reform in transitional countries to which the Republic of Croatia also belongs. Also, the reform does not require the change of the education in wider social context, but within itself, and in that sense the importance of the theory of the curriculum and the curriculum concept is emphasized. The third part of the work elaborates the features of the system of higher education and science in the Republic of Croatia with an emphasis to the reform of the system within the Republic of Croatia. Through the strategy of the development of education, science and technology, the Strategic frame for the digital maturation of the schools and schools’ systems is shown, until the year of 2030. As well as the informational infrastructure of higher education in the Republic of Croatia is determined, but also the spatial and informational communicative resources of higher education institutions. The fourth part of the work deals with the marketing conception of higher education system in the e - surrounding with an emphasis on the main elements which are important for the positioning of institutions on the market through their identification and diversification. It also observes the elements of marketing splice in the e - surrounding. The fifth part of the work emphasizes the importance of the internet in generating competitor’s advantages in the academic community and it suggests specific educational models based on the information communicative infrastructure. In the sixth chapter, the results of empirical research based on the assumed hypotheses are analytically processed, and the proposed hypotheses are accepted or rejected. Chapter 7 provides possible suggestions for improvement for future research, possible limiting factors, and critiques. The concluding part of the paper presents a review of the entire doctoral dissertation, its theoretical and practical part, and gives the overall essence of the dissertation and the essence of previously processed chapters.