The number of higher education institutions is increasing from day to day in our country and in the world. With this increasing number, there are significant improvements in the quality and quantity of higher education institutions. These positive developments also make competition in higher education more difficult each passing day. While higher education institutions are forced to compete with new higher education institutions, increasing in number within the country boundaries, supported by strong capital owners. Under the influence of globalization they have to compete with extraterritorial institutions on the other hand. Therefore, institutions have started to follow various differentiation strategies in order to be able to gain superiority against each other. Marketing communication activities are also one of the important tools in the process of these differentiation strategies. Higher education institutions should increase their awareness and value by sharing the superior aspects of their and their educational services and the opportunities they offer their stakeholders with marketing communication activities. First of all, it was investigated how important the marketing communication in the preferences of the higher education institutions is, the role of marketing communication activities on student preferences was tried to be specified and it was revealed that university students were more influenced by which marketing communication activities during the preference stage in this study. To that end, preparatory and first-year students have been involved in this survey. In this way, it has been tried to determine whether there are differences between marketing communication activities in terms of student profiles and marketing communication activities that should be based on the marketing strategies of higher education institutions