Every higher education institution, which operates within the education market, is prompted to analyze the market impact and adjust the integrated marketing communications accordingly, in order to be able to apply modern trends in its business, and respond to the competition requirements in the best possible way. Changes in the choice of promotional tools emerge as a consequence of the dynamic market environment. Internet, as one instance, has a growing number of users and an increasing number of opportunities, which provide a creative basis for the promotional activities of various organizations, including the educational ones. The educational system is also drastically changing under the influence of Internet. Hence, it is essential that higher education institutions also include Internet activities as a part of their marketing communication. The main goal of this work is to analyze the perceived importance of Internet marketing in the higher education system in Croatia, considering independently the private and public sector. In addition to analyzing if the two different types of institutions equally recognize the importance of Internet presence, the further aim of this study was to explore their undergoing activities and compare these with the attitudes of professors working there. In this regard, it was examined if there are overall differences in attitudes between the two different types of higher education institutions – private and public. In this work, firstly, the theoretical basis on the specificities of marketing communication in education is explained. Further, the analysis of Internet marketing activities and the most common tools for Internet promotion is provided. Finally, results of the empirical research are presented. For this study, a questionnaire was sent to professors employed at the higher education institutions constituting the final sample of 104 participants. Results of the analyses confirmed the initial hypothesis on the presence of differences between the two different types of institutions.