The article discusses the problem of using ontology tools in the process of managing marketing activities of higher educational institutions. The relevance of the study is due to the presence of many challenges and environmental factors affecting the field of higher education: a difficult demographic situation, a decreased level of real incomes of the population, a declined interest of young people in higher education, increasing competition among Russian universities. There is a review of the literature devoted to the application of methods and tools of the ontological analysis for the management of educational activities, the use of ontologies in educational processes. The interpretation of the concept of “ontology” is given. The potential directions of using ontologies are highlighted, namely in computational and economic terms. The ways of using ontologies in educational processes are considered and analyzed: modeling and management of the curriculum, description of student data, description of subject areas of various disciplines, for textbook evaluation. The features of each of them are noted. The research is aimed at solving the problem of effective distribution of finances between the methods of attracting applicants chosen by the university. The authors proposed a new way of using ontologies: to manage the marketing activities of higher educational institutions. An ontological model of marketing activity management at higher educational institutions was has been developed, which is the basis for the development of the data architecture of the future digital service within the university information system.