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Features of Promotion of Cultural Organizations: a Case of Theater "Masterskaya"

Student: Parkhaniuk Daria

Supervisor: Anna Daviy

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Final Grade: 7

Year of Graduation: 2018

The promotion of cultural organizations attracts specific attention by a small number of studies covers it and a large number of differences from commercial organizations. For the analysis the theater «Masterskaya» was chosen, which had been opened less than 10 years ago and need to upgrade the effectiveness of the current ways of promotion. The study covers a comparison the ways of promotion of goods and services, revealing the specifics of marketing communications non-profit organizations and promotion of cultural organizations by the example of theaters. Besides, the study includes a description of the market of theatrical services and ways of promotion theaters located in St. Petersburg, complied based on the raw of in-depth interviews with experts. Moreover, the study includes a comparison of the current ways of promotion of the organizations in terms of effectiveness founded on the survey conducted among the spectators of the theater. Based on the results of the survey, in-depth interviews and analysis of the literature a list of recommendation for improving theater’s overall performance had been elaborated.

Full text (added May 23, 2018)

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