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Social networks represent an indispensable aspect of digital marketing in modern business. Institutions of culture and art face daily challenges in order to offer the audience interesting content, which is the core of communication and promotion on digital platforms. Presence and activity on social networks have a positive impact on business, through quality content and direct communication with the audience, providing opportunities for improvement of business and attraction of new visitors. The aim of this paper is the investigation of the importance of digital marketing in the business environment of institutions of culture and art in the Republic of Serbia, with an emphasis on the institutions of culture and art of national importance, which were the subject of the analysis. Consulting the relevant literature enabled the presentation and definition of the theoretical framework of important concepts, in order to facilitate the understanding of the central part of the research. Based on the collected data and the insight into the current situation of accounts on social networks, the results that are offered show that Facebook, Instagram and YouTube are the most represented platforms in our country and as such, they are suitable starting points for forming a strategy of appearance on social networks, with the aim of increasing the number of followers and expanding potential visitors of cultural and artistic content. Clear formation of digital marketing strategy and determination in the application of its instruments is an area that provides an opportunity to improve business activities, with continuous education and training of marketing staff and expanding their competencies.

Today in the new economic and geopolitical circumstances, in the era of globalization with which the world is affected, each individual country has the difficult task to allocate for something and on this basis quality economic and political positions. The Republic of Serbia, as well as any other small country, can and must offer only the best that it has. The people who are coming out as a product of an educational system, which for decades has graced these space are definitely the best of all what this country has always had. However, the situation in the Europe and in the international scene is constantly changing, many other countries our's competitors saw that to big countries may be in the field of interest only if they offer two things: either work or knowledge, or preferably both. Therefore, national education policy makers must continually take attention, except the needs of economic actors which are now present on the Serbian market, on the supply and demand in the domestic and international labor market. It takes ever greater speed and flexibility in creating new educational profiles that will monitor dynamic changes in the economic environment caused by information technology innovation and meet the needs of innovative companies for new human resources. Because, in this way the Republic of Serbia will be interesting in the economically and politically sphare and through this work we want to show the importance of qualified human factor to create a comparative marketing advantages of the Republic of Serbia, in the Europe and in the world market too.

This work gives a short review of the development of education in the territory of Kosovo since the period of the Ottoman Empire. Different schools as well as syllabus and curriculum have contributed to the understanding and acceptance of national identities of various people who lived or still live in that territory. Century-long conflicts in their struggle for the territory, together with their religion, have created a multicultural society which still shows signs of intolerance due to different interpretations of history and perception of the first settlers of this territory. Just as with any other ethnic conflicts, the truth is never unilateral. The territory of Kosovo has faced numerous challenges for centuries, with education being only one of them. During the Ottoman Empire rule in the territory of Kosovo there were educational institutions in which non-Muslims were taught in their own language and religion so that after the Tanzimat period they could be entitled to attend Ottoman high schools and be included in the civil service. After the Balkan wars, the Ottoman Empire lost part of its territories, which changed the map of the Balkans of the time by creating national states as well as the national system of education. After the First World War, Kosovo became part of the Kingdom of Serbs, Croats and Slovenes where schools in the Serbian language were introduced, while after the Second World War the common system of education was established. The Constitution from 1974 granted the minorities the right to use their own languages and alphabets. Positive changes in the educational policy did not alleviate the feeling of unequal treatment of the Albanian people, which will escalate in the student protests and requests for the establishment of the republic due to the larger number of inhabitants of Albanian nationality. Since the declaration of Kosovo independence in 2008, two separate systems of education have been applied. In the past few years the dialogue between Serbia and Kosovo, the work on the accession to the community of the European nations, building relations of mutual respect based on the non-discrimination principle have been more significant than the education issue, which has become highly politicised. Although ethnic and national identities play an important role in the political behaviour of a nation, education should be the foundation for building social prosperity and political stability. In the multicultural environment it is very important to develop intercultural understanding through dialogue which may also be promoted by educational institutions recognising specific cultural features of the other side, as well as confronting different perspectives for the members of the community in the same territory.