Communication Strategy of Oriental Dances Promotion

Student: Zhuleva Daria

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2020

This project is dedicated to the development of a communication strategy for the school of Oriental dance "Dzhulanary". In this project consider key theoretical approaches to defining communication strategies and building communications in the sphere of dance services. An analysis of the market for Oriental dance services has been carried out, and stereotypes that hinder the promotion of the "Oriental dance"direction have been identified. To develop a communication strategy, in-depth interviews were conducted with three target groups: the first stopped dancing after a few lessons, the second – students of large schools of Oriental dance, and the third – heads of large schools of Oriental dance. Based on the data obtained during the analysis of competitors and the results of interviews, recommendations were proposed for the most effective promotion of the school of Oriental dance.

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