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Educational Programme
Final Grade
Year of Graduation
Vsevolod Pimenov
Role of Internet and Event Marketing in Promotion of New Forms of Entrepreneurship on the Example of Food Trucks
(Bachelor’s programme)
The graduate work is relevant due to the fact that new forms of entrepreneurial activity in the field of gastronomy are focused on the youth segment, which means that traditional methods of promotion will not be effective for this audience, given its new requirements for content and channels for obtaining information.

The aim of the graduate work is to analyze the complex application of Internet and event marketing tools to develop recommendations for creating a strategy for promoting a new food truck restaurant in St. Petersburg.

In order to achieve the aforementioned aim, the following tasks have been stated.

-to identify the most effective methods of promotion in the Internet and at special events;

-to explore the market of mobile catering in Russia in general and in St. Petersburg in particular;

-to identify the most effective marketing tools for promoting food supplements;

-to develop recommendations for creating a strategy for the promotion of a new food truck restaurant in St. Petersburg.

To achieve the goals and objectives, such research methods as expert interviews, case studies, social network analysis and analysis of customer reviews of food court in St. Petersburg and conducting a sociological survey were chosen.

The empirical basis of the graduated work consists of the data obtained during the practice in the food truck "SB Burgers", the analysis of expert interviews with the owner of the food truck and the marketer of the large restaurant group, conducting a survey of the potential target audience.

The aim and objectives were fulfilled. Based on the conducted research, the conclusion about the most effective method of promotion was made, which was the integrated use of Internet and event marketing tools with an emphasis on SMM-promotion. At the end of the graduate work, recommendations were developed to create a strategy for moving forward the opening of a new food truck restaurant in St. Petersburg.

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