Purpose. The article presents the authors’ attempt to adapt existing marketing and innovation strategies to promote Russian educational services to the foreign market; to determine principles and factors which can influence the universities’ promotion policy. The methodology of research. Comparative method and the method of synthesis were used in this research. The results of research. According to this research we suggest some optimal strategies for the variety of educational market transactors; we defined some general and special principles and factors which can help universities to control their promotion policy. Practical implications. The research results can be used by universities in the RF to promote their educational services to the foreign market.