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Development of Recommendations for Improving Communication Strategy of the State Museum

Student: Evgeniia Shevtcova

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Final Grade: 8

Year of Graduation: 2017

Museums are transformed into full-fledged cultural centers and cease to serve as simple "repositories" of art, they acquire new functions aimed at amusement of visitors. In parallel with this, audiences with a new consumption of culture are formed, who prefer both modern and classical art. Today they go to the cinema, and tomorrow - to the theater or the classical museum. Thus, the border between mass and elitist culture is blurred, which means that museums have to compete with all organizations that are able to provide leisure for the population in one way or another. At this stage, there is a need to create a sustainable communication strategy that does not only attract, but also keeps the attention of the audience. Despite the increased interest in the field of art, in science there is a shortage of theoretical knowledge and publications on marketing and management in this field. The purpose of the thesis is to develop recommendations for improving the communication strategy of the State Tretyakov Gallery for a young audience. To achieve this goal, the design of the study was developed, consisting of a desk and qualitative research conducted in several stages, which allowed to study the theoretical aspects of the communication strategy and to trace the evolution of integrated marketing communications. The study made it possible to delve into the sphere of arts, to study the features of constructing communication strategies, and on the basis of an empirical study to develop a list of recommendations for improving the communication strategy of the Tretyakov Gallery.

Full text (added May 22, 2017)

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