Considering today's higher institutions from the perspective of the market for educational services, we can observe two parallel processes: the transformation of the idea of the higher education institution (from the Humboldtian model to the entrepreneurial model in Clark's terms) and the digital transformation, of which marketing communication is an essential component. This article aims to show the impact of the use of "digital" tools on the marketing activities of a higher education institution, and to analyse the types and frequency of individual activities conducted as part of traditional (offline) and internet-based (online) marketing activities, and their correlation with the allocated budget. On the basis of literature research, the theoretical part introduces selected questions of the digital transformation of higher education institution marketing, while the empirical part describes the results of own research at higher education institutions in Poland, Ukraine and the Czech Republic.