Marketing activities taken up by research and scientific institutions is an increasingly popular subject of debates and scientific works from the area of management and education. What shows this trend very well is not only the growing number of scientific publications concerning these subjects, but also the appearance of scientific magazines, titles dedicated to this issue (eg. International Journal of Educational Management, Journal of Marketing for Higher Education). In many contemporary works concerning marketing of higher education institutions and research institutes, models functioning In the business environment are being adapted to serve the needs of educational units. Thus, in works concerning management strategies for educational organizations we can find references to such classic concepts as 4P, 7P or 4C. Adapting classic marketing models, applied in business, to the conditions in which higher education institutions and research units function, shows that the managers of these institutions see the need to compete on the market and determine the direction of marketing activities. It can be presumed that this need will be constantly growing, along with the growth of competition between higher education institutions. This competition will result from, among others, demographic factors, including the predicted drop in the number of people aged 19-24. According to the forecasts of the Central Statistical Office the numer of people in this age range in Poland will drop from 2,817,000 in 2015 to 2,135,000 in 2025. Dropping number of students and the resulting growth of competition between universities will force them to adopt a strategic approach to marketing activities and using the latest achievements of interactive marketing. Including intensification of online activities. As the examples mentioned in this work show, many theories or psychological phenomena can be successfully used for building and implementing the marketing strategy of scientific and research institutions. Such theories as the Technology Acceptance Model served well the purpose of explaining the behavior of users. They also have their practical implications for people designing marketing influence. The application of knowledge from the area of social psychology is similar. Many mechanisms, like the social evidence of Tightness, are good for interactive marketing. Good choice of these mechanisms and fitting them well into the entirety of activities aimed at promoting an organization, can contribute to raising the efficiency of influence.