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This article investigates the impact of the coronavirus pandemic COVID-19 on marketing within cultural institutions, specifically in the field of digital marketing. The aim is to examine how the pandemic has affected digital strategies, marketing communication, and the performance itself - the presentation of cultural programs. The primary research was conducted in Croatia, using the method of semi-structured in-depth interviews with managers in two cultural institutions in Zadar and Dubrovnik at the end of 2020. A qualitative descriptive analysis was performed to answer the question of how cultural institutions have adapted to the crisis, especially when it comes to the marketing and the performance of cultural programs. The results show a certain degree of flexibility in adapting to the new conditions, in a way that marketing communication after the crisis turned more strongly towards digital media and was followed by adjustments to the cultural programs and their performance, as well as the budget for cultural activities. The marketing digital communication played a key role in this, which proves that cultural management in the era of the pandemic adopted the socalled digital-first paradigm, modeled on the for-profit companies. The authors conclude that culture, as a social need and necessity, will continue its activity after the crisis caused by the COVID-19 pandemic, but that it will also function in new and creative ways. [ABSTRACT FROM AUTHOR]

For decades entrepreneurial activity is recognized as a significant contributing factor to the economic vitality of any country. The purpose of this paper is to investigate the perceptions and intentions towards entrepreneurship of students from the University of Dubrovnik, Croatia and to find out whether they are ready for the entrepreneurship activities. The empirical research is conducted on students of business economy at the University of Dubrovnik and who are expected to enter in the process of entrepreneurship. The research instrument is survey questionnaire with 21 questions which covered five dominant areas: demographic characteristics, type of potential business, financial aspects of business, the way of implementing a business idea and the source of information needed to generate idea on the market. This paper is based on the descriptive statistical analysis which has shown the satisfying level of students' intentions on entrepreneurship and their willingness to enter in the world of entrepreneurship. [ABSTRACT FROM AUTHOR]