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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Nina Prokopishina
Content-Marketing Strategy Development for Event-Agency
Marketing
(Master’s programme)
7
2018
The master's thesis is devoted to the study of the content marketing approach to communication with users, as well as the possibilities of its practical application within the framework of promotion of the event agency abd: Entertainment. In the theory of content marketing, there is an archetypal approach to strategy development, where all its points are based on the brand archetype. In more detail, the question of the theory of brand archetypes and the possibility of its use in content marketing in the first chapter.

Marketers who speak in favor of content marketing are based on the fact that often the decision to buy in the B2B market is taken before the installation of direct contact with the client. 60% of consumers turn to information about the company and the company on the Internet before making a purchase. At the same time, the search for new ways to attract customers is relevant for the event-market, since the mechanisms used before, such as "word of mouth" and cold calls, have ceased to be effective. An analysis of the features of the event-market and the most popular methods of communication is given in the second chapter.

The third chapter is devoted to qualitative and quantitative research, which aims to find the archetype of the brand company abd: Entertainment and develop a content marketing strategy based on the chosen archetype. Also, a content analysis of the presence of competitors on the Internet is conducted and the best foreign practices are identified. The result of the work was the development of content marketing strategy taking into account the brand archetype, features of the target audience and competitive analysis.

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