The Use of Virtual and Augmented Reality Technologies in the Marketing Activities of the Company in Russian Federation

Student: Murysev Aleksandr

Supervisor: Daria Wijler

Educational Programme: Marketing (Master)

Year of Graduation: 2020

The purpose of this work is to develop practical recommendations on the possibilities of introducing and adapting virtual and augmented reality technologies in the marketing activities of companies in the Russian Federation. The theoretical significance lies in the accumulation and generalization of knowledge obtained from the analysis of scientific literature, reports and articles of consulting companies, as well as business cases on the application of virtual and augmented reality technologies in marketing. Practical significance lies in the value of the results of a qualitative analysis in the form of practical recommendations on the possibilities of introducing and adapting virtual and augmented reality technologies in the marketing activities of companies in the Russian Federation. In the work, academic publications, reports and articles of consulting companies on the application of virtual and augmented reality technologies in marketing were systematized and critically analyzed. Real examples of the application of virtual and augmented reality technologies for marketing purposes are collected and analyzed. In-depth interviews were conducted with two groups of respondents: developers of marketing projects involving virtual or augmented reality technologies, and customers of these projects. As a result, a list of practical recommendations was compiled on the possibilities of introducing and adapting virtual and augmented reality technologies in the marketing activities of companies in the Russian Federation.

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