Performance assessment of cluster management with regard to the planning of the human resources development concept and marketing communication

The development of a cluster depends to a large extent on the quality of its management, the structure of the member base and their mutual interaction. At the same time, we can prevent the risks associated with the cooperation and partnership of several independent economic market players by taking into account the experience of other clusters. The model of a functional business network consists also includes a group of recurring problems related to the life cycle of a cluster. Following the above facts, the paper describes the process of assessing the excellence of cluster management by experts from the European Secretariat for Cluster Analysis in accordance with international standards. At the same time, the paper seeks to identify the challenges which should be taken into account by the management of the interest group. The measures taken should reflect the changing market environment and aim at improving the competitiveness of the regions concerned while taking into account a long-term strategy for the development of human resources in the cluster and its promotion in the media.