The issue of internet marketing in the international cooperation in institutions of higher education is studied in the article. Social media marketing technologies are offered to solve the task, paying special attention to the analysis stage. It is offered to consider social networks users’ messages as analytical material. Intellectual sentiment analysis is offered as a method for such analysis. Approaches to the solution of a sentiment analysis problem are considered. The perspective application methods of collecting and the intellectual analysis of information necessary for the feedback organization and ensuring high-quality educational services are described.