Quality management is an extremely important element of marketing strategy in higher education. As part of that marketing strategy, quality provides the competitive advantage for those higher education organization that based their work on quality management. Quality management should be an integral part of marketing strategy of all higher education institutions. In the Bologna system of education, which is also implemented in the Republic of Croatia, great importance is given to the management of the quality of higher education. Quality management system must cover all segments of higher education, from study programs themselves, to education in occupations that will meet the needs of the modern labour market. It is also important to implement a system of quality among both the employees and students of higher education institution. Higher education institutions therefore introduce quality standards, one of which is ISO 9001, an international standard that contains requirements for a quality management system. This paper deals with quality management as part of a marketing strategy for higher education. The aim of the paper is to determine the impact of quality management on the marketing strategy of higher education. It is also important to establish a quality management system in higher education as well as to define marketing and marketing strategy in higher education. The hypothesis of the work is: By analyzing the quality management in higher education, it can be concluded that quality is an important tool for the marketing strategy of higher education. The following scientific methods have been used in the research: method of analysis and synthesis, induction and deduction methods, classification method, compilation method and descriptive method. The results of the conducted research show that the basic hypothesis of this paper has been confirmed; in other words, quality is a fundamental tool in the marketing strategy of higher education. An example used in this paper is quality management in the marketing strategy of the Zagreb School of Business, whose activities related to quality management are presented through practical examples.