Edukačné a marketingové predpoklady pre komunikáciu v kultúrnej diplomacii
Educational and marketing prerequisites for communication in cultural diplomacy

Summary/Abstract: The paper examines the relationship between education and marketing aspects that are applied in cultural diplomacy and intercultural communication. It analyses their synergistic potential and practical applications. The paper identifies the knowledge penumbra needed in the educational process acquired in cultural diplomacy and the appropriate marketing tools. The paper focuses on the interaction of several disciplines and analyses their contribution to international relations, the image of organizations, and intercultural understanding. The paper highlights the challenges and opportunities that cultural diplomacy has to cope with in the current digital environment and focuses on the definition and importance of competent cultural diplomacy in the international context. It explains and presents sources from which to draw adequate themes for an international cultural strategy that strengthens understanding and cooperation between countries through cultural exchange programs, art, music, film, and literature. It emphasizes public relations (PR) in cultural organizations and institutions, which contribute to the success of cultural diplomacy through proper communication and positive image building.

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