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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Anastasiia Panova
Development of the Promotion Strategy for NCCA «Arsenal» Services: Festival “Vasari”
Marketing
(Master’s programme)
2017
The master's thesis is devoted to the research of museum marketing in foreign and Russian museums, as well as the promotion of such a museum product as art festivals. This topic is acute due to the growing popularity of the interactive format of actualization of contemporary art, which includes festivals. Due to the fact that two of these areas - museum marketing and event marketing, are still at the stage of development in Russia, the study of this area is becoming relevant and practically significant for Russian cultural institutions. The practical part of the work is devoted to the analysis of the promotion of the festival of art texts "Vazari" conducted by NCCA Arsenal in Nizhny Novgorod, and the development of a strategy for promoting the festival in 2017.

Methodology of the study. The study was carried out in 3 stages: analysis of secondary information (internal reports and documents of the festival "Vazary" of previous years, official festival site, social network pages, publications on external resources) to analyze the previous promotion strategy; expert interview with the head of the PR department of NCCA Arsenal Polozova Anastasia for comments on the current promotion strategy, as well as information about the future festival in 2017; online poll among the subscribers of the official page of the festival in the social network VKontakte in order to describe and segment the target audience. As a result of the research, problem zones and questions of the current promotion strategy were identified, the goals and objectives of the future festival were defined, and two groups of the target audience were described. These studies became the basis for the development of the promotion strategy for the festival in 2017, which includes the definition of marketing and communication goals for each segment, the characteristics of the communication message, the choice of methods and channels for promotion, and the definition of budgets and metrics for each channel.

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