Today's information society is characterized by new conditions of existence for people and organizations. It produces, collects, processes and uses information, which can be defined as the gradual emergence of the so-called knowledge society in which knowledge is a result of universal education. It is linked with the process of creating, transmitting and delivering knowledge. It is important to teach skills of learning and gaining knowledge. The sphere of education is a key to prepare society for new challenges and to solve problems of the modern world. One of them is the technological revolution, especially its information part. It is necessary to consider which education model would be best suited to fit the challenges of the 21st century. The article aims at identifying determinants of the development of the educational market from both demand and supply perspective. This market, like others, is becoming a global market, which means that this entails to both opportunities and threats. It shows different models of education and marketing tools used in the educational market.