This paper aims to explore the promotion process that universities and faculties in Serbia use to attract undergraduates in the 21. century in the context of an increasingly competitive higher education market. Also it tends to show how important is to implement new technologies, particular social media, in promotion process of Serbian higher education institutions. The main purpose of this paper is to show importance of implementing new communication technologies and social media in promoting strategies of higher education institutions in Serbia, and differences in promotion process of public and private universities to target groups, especially to modern college students.\nThis paper presents the results of research methods of promotion used by 13 universities within 47 faculties whose studies at all levels include one or more of the following study programs: information technology, graphic and fashion design, management, marketing economics and business studies. \nEmpirical research results reveal the frequency of use of certain instruments of integrated marketing communications which higher education institutions in Serbia had applied in their promotional activities. Also a tendency to have social media profiles was noted, but they were inactive and not updated on a daily/weekly bases. \nThe study is based on a faculties with a focus on subjects for the new professions (information technology, graphic and fashion design, management, marketing economics and business studies). Further studies might consider how far the findings hold true for faculties of medical sciences and faculties of sciences and mathematics. \nThe paper considers the implications of these findings for Serbian universities and faculties and their promotional activities, and invites them to both re-evaluate their promotional mix and to further consider the importance of using Internet in their communication process. \nThe paper gives new insights into the complexities and contradictions of decision making of higher education institutions in Serbia and their promotional strategies in general.