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The Specifics of Communication Strategies of Involving and Expansion the Loyalty of Supporters on the Basis of Moscow Football Clubs

Student: Evgenii Kapinus

Supervisor: Lyubov A. Tsyganova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 9

Year of Graduation: 2016

The study refers to issues of the specifics of communication strategies of involving and expansion the loyalty of supporters on the basis of Moscow football clubs. An object - the activity of Moscow football clubs representing Russian football Premier League in the context of communication with the audience. The subject - the particular implementation of the communication strategies in Russian football clubs. The aim – to provide a number of recommendations for adapting the communication strategies in an effort to stabilize and modernize the reputational, image and financial constituents' of Moscow football clubs: The methods used in carrying out the study includes two sociological surveys, two expert interviews with representatives of FC «Spartak» and FC "Locomotive", "the scale of understanding".The structure consists of introduction, main part, conclusion, bibliography and applications. Actuality, problem, object, subject, the degree of scientific elaboration, purpose, hypothesis, theoretical framework, methods of data collection and analysis, assumptions, scientific novelty, theoretical and practical significance, the structure of work and the provisions submitted for protection are presented in the introductory part. In the first chapter the work touches upon the discussion on aspects of the sports industry and communication studies, communications strategies, including Customer Relationship Management. In the second chapter we dwells on an analysis of the communication field of Russian football in terms of opinion of supporters and representatives of the Moscow football clubs. In the third chapter much attention is given to a number of recommendations on modernization of the communication component of the Moscow football clubs. The paper presents a communication campaign aimed at repositioning the Moscow football clubs and involving new audience. The results are intended to be adapted as a manual for clubs in terms of communicating with supporters.

Full text (added May 3, 2016)

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