Many marketers assign an important place to the issue of relationship marketing in business education. Firstly, this is due to the increasing role of knowledge and competencies in the development of the industry and the economy of the country as a whole; secondly, there are several peculiarities of the business education industry, which are manifested taking into account consumer demands. It is important to note that in modern conditions, the most important thing in the process of continuous consumption of educational services is the regularity of updating knowledge and competencies not only on the initiative of the employer but also on the initiative of the employee, with awareness of the value of this product. Moreover, the peculiarities of relationship marketing in business education are reflected through the specifics of the education and labor markets, as well as the service. The article systematizes the views of scientists and practitioners regarding the economic nature of relationship marketing in business education, its development trends and contradictions arising in these markets. The authors propose a typologization of the interaction of key partners.