Modern educational organization is actually a full member of market relations. Universities now have the right to make money and manage it. On the education market there are many factors that affect the stability of the educational organization. The authors made an attempt to analyze the factors and risks in the education market. Analyzing the set of factors operating in the education market, the authors identify the most dangerous of them, which currently affect the sustainable functioning of universities. It is proposed to solve the problem of sustainable functioning of the University with the use of marketing management as one of the components of management studying market processes.