Communication Strategy of the 2018 FIFA World Cup Russia

Student: Darasevich Alina

Supervisor: Mikhail I. Zhilyaev

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2018

This work is devoted to a comprehensive analysis of the communication strategy used in the promotion and holding of the World Cup in Russia in 2018. Considering this strategy, it is worth noting that it has a number of characteristic features, the identification and explanation of which will be the main focus in this study.

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