Special events as a marketing tool: the features of use and the impact on consumers on the example of the S7 Airlines company

Student: Berezina Irina

Supervisor: Ksenia A. Kidimova

Educational Programme: Management (Bachelor)

Final Grade: 8

Year of Graduation: 2017

Special events as a marketing tool are gaining increasing popularity nowadays as an effective way of building communication with the consumer based on emotional impact. In this paper, the features of the application of this tool on the example of the Russian airline "S7 Airlines" are considered, an analysis of the influence of the instrument on the company's consumers is made, the correctness of the use of the use mechanism is considered. In the end, the author developed corrective recommendations that would allow the company to increase the effectiveness of this tool.

Full text (added May 17, 2017)

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