Development of Software Promotion Program for Retail Chains

Student: Belenova Anastasiya

Supervisor: Irina N. Shafranskaya

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Marketing (Master)

Year of Graduation: 2017

The paper is aimed at the development of the promotion program for a retail analytics software vendor. The problem was considered that in this market there is often a gap between the way vendors communicate the value of the product to the market and the way the market perceives the value of a product. Alongside with the problem of the creation of the right message, the issue of choosing and optimization of a communication tools mix is considered. We tried to create a buyer journey for the product and looked at media consumption patterns of the target customers. The communication tools were evaluated with their ability to help get needed results on every stage of a buyer’s journey. Then the promotion program for a Platfomni software was presented that can be employed by the vendor in the third quarter of 2017 year.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses