Introduction; Concepts in the field of cultural heritage; Categorization of cultural heritage; Classification of cultural heritage by species and preservation; Competent institutions and associations of regional and international importance that deal with valorization and protection of cultural heritage; General principles in the application of cultural heritage protection; Legal protection of cultural goods; SWOT analysis of cultural heritage by type and preservation; The economic assessment benefits from the participation of cultural heritage in the process of planned regional and urban development - cost benefit analysis; Marketing and branding of cultural heritage in the function of protecting and preserving cultural heritage; Processes and ways of participation of competent institutions for the protection of cultural heritage, as well as citizens and influential groups in the implementation of cultural heritage in the process of regional urban development;