In this graduate thesis, attention was focused on determining the importance of marketing management in cultural institutions, placing emphasis on the theatrical institution. The objectives of the work are to: collect, analyze and make conclusions based on the processing of marketing issues in culture, to identify the importance of the cultural and creative sector in the modern economic system, to identify the importance of carrying out marketing activities in the cultural and creative sector and to extend the current knowledge of the subject matter. The following methods were used in the processing of work problems: the inductive method, the deductive method, the generalization method, the methods of analysis and synthesis as well as the method of the questionnaire. Based on the research conducted, it was found that the theaters have insufficiently used marketing activities in informing their visitors, but also in the function of developing long-term relationships with all their influential stakeholders. Despite the many benefits of electronic marketing tools, they are neglected. As a problem of cultural institutions (in the context of this work, theaters) there is a lesser attendance of the same, which according to the results obtained is in direct correlation with the information of the visitor, but also the theater repertoire that is displayed, which is not adapted to the time or the age groups of visitors. In accordance with the foregoing, it is evident that the theaters as cultural institutions are faced with numerous challenges, but also with many problems that greatly hamper their business and activities in the modern age. Despite the fact that cultural institutions are not profit-oriented, they should place greater emphasis on profit orientation, but also on preserving the cultural heritage of a given area.