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Сommunication Strategy Development for Museum of Modern Art

Student: Valeriya Gromova

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Marketing (Master)

Year of Graduation: 2019

With the transition from the status of non-profit organization to the commercial one, museums that traditionally pursued educational and exhibition goals, have confronted expanded competition from the side of leisure providing organizations and the necessity of orientation on clients accordingly so as to search for the sources of additional income. Thereby, museums as an institution started to adopt marketing practices including the necessity of communicational strategy development in order to reach target audience and provide the following museum visits. However, museums’ communication is mostly mass-oriented and is rarely based on key features of specific segments of target audience. The master’s thesis suggests an example of the development of communicational strategy for Museum of contemporary arts “Garage” for cooperation with students as representatives of generation Z which is becoming more and more significant group of consumers. Development of communications strategy is held by the steps proposed by P. Kotler in his model of communications strategy and is based on results of the research of target audience and the analysis of the current Garage’s communications strategy including competitive analysis. As, according to researches, the key audience of museums in Moscow and other Russian large cities is homogeneous by demographic features and is largely represented by generation Z, the recommendations given in current thesis are suitable for Russian museums in total.

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