Communication Strategy for the Promotion of the Joint Venture in E-commerce

Student: Korotkova Ekaterina

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2020

The process of making a communication strategy for the brand of Yandex and Sberbank joint venture is described in this thesis. The author investigates the brand perception in context of its affiliation with the brand of two big companies. Also the author examines the features of perception of a co-branded project, the studies of online-buyers, the approaches to communication strategy. Based on the results of the study some recommendations are developed to launch a communication strategy and communication campaigns of marketplace Beru.

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