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The topic of this paper is theoretical and practical aspect of strategic marketing in the field of higher education. In the paper is emphasized that the first and the most important step in strategic marketing in universities' education is strategic analysis, with models for analysis of global education's market place. Implementation of marketing strategies in development of universities get new approaches, according to trends on global universities market place. Strategic control is important step in strategic development of universities institutions, through point out on gaps in process of implementation of marketing strategies. The goal of the paper is to define modern approach of strategic marketing in positioning of universities institutions in global environment and digital environment. The key hypothesis in the paper is that strategic marketing present's platform for development and positioning of the universities. In the paper are present results of the in - depth interviews with professors at the universities in the region, and analysis of good examples at the universities education. The results of the paper have scientific, professional and social contributions. Scientific contributions of the paper is in development models of strategic marketing in universities education. Social contributions of the paper is development of the most important social field, education.

A challenge of holistic marketing approach and strategies in artistic projects is based on the inclusion of internal marketing, integrated marketing, relationship marketing and socially responsible marketing. It is also based on the inclusion of classical and modern media, as well as on the opportunities to get artistic projects closer to target audiences in a modern way. Marketing in the arts is a specific field of marketing and requires a sophisticated approach, what is a real challenge. The key to success and a good way to present artistic ideas and messages to target audiences is to research their needs and wants. The goals of artistic projects are to motivate the public to think about and become a part of the social changes. Art lends support to the social changes. Thus, marketing strategies in artistic projects represent a challenge to the holistic marketing approach. In the modern environment, branding strategies are changing and adapting to modern social media. It can be seen that artistic projects are often supported by the new media communication platforms. Relationship marketing strategies are a good way to communicate with the public. Emotional branding strategies of artistic projects represent a special challenge to the holistic marketing approach. Modern museums, such as the Louvre Museum and the Tate Modern Museum, use social media to communicate with the target audience, but especially for the new exhibitions in the field of painting, photography and sculpture. The paper presented here shows a modern example of the artistic project 'The Body Language'.

Taking into account the modern tendencies in advertising, generation and use of databases is imposed as critical for achieving desired effects, reaching target audiences and their incitement to purchasing actions. Databases in this case include all data that advertisers or marketing agencies can collect on the target groups, which are related to their geographic and socio-demographic profiles, as well as behavioral patterns, especially when it comes to the consumption of certain products and media content. Such bases are essential for determining the appropriate media and advertising strategies in relation to members of target markets that appear to be in various stages of purchasing process. As all necessary data rarely can be collected from a single source, the integration of multiple databases by using appropriate techniques should be implemented in practice, in order to obtain more complex profiles of target groups.