Marketing Strategy: Marketing Mix for cultural events

<p>In the framework of research &quot;Marketing strategy: marketing mix for cultural events&quot; we consider theatre festival, as the object of marketing and marketing mix as complex tactical marketing tools that are the basis of the strategy of project management. All elements of this complex is standalone and managed, however, a systematic study of all elements of the complex in conjunction with the theatrical festival had previously been carried out.</p><p>In the work we consider the application of the tools of the marketing mix for theatrical festival and develop recommendations for improvement of marketing strategy theatrical activity.</p><p><strong>The object</strong> of research is the Marketing mix for theatrical festivals, and <strong>the subject</strong> is the specificity and optimization marketing strategy in application to the theater festivals</p><p><strong>Objective:</strong> Optimization of complex marketing mix under the scope of theatrical festivals.</p><p><strong>Tasks:</strong></p><p>1)&nbsp; Identify the characteristic features of the theatre festival as a cultural project and to build a system of laws of existence and development trends of this phenomenon.</p><p>2) Consider the festival as an object of marketing, explore the marketing situation in the sphere of theatrical art, problem areas</p><p>3) Study the characteristics of the practical use of the marketing mix of theatrical festivals, drawing on empirical research</p><p>4) On the basis of the conducted research to identify the relationship of the components in marketing complex, to analyze its specificity and the structure of</p><p>5) On the basis of the data obtained in the course of the study suggest the marketing mix for a project of the theatre festival.</p><p>The main method of collecting primary information for research is expert interviews with experts engaged in practical activities to apply marketing tools in the practice of the festival activities. The information obtained is complemented by theoretical analysis and collection of case studies on this issue.</p><p>In the first chapter of dissertation deals theatre festivals, as a cultural phenomenon, and examined the marketing activities in the theatrical sphere, the marketing environment theatres, conceptual and theoretical foundations of complex marketing mix.</p><p>The second and the third chapters are devoted to empirical research in the field of application of marketing to the theatrical festivals, as well as developing a marketing mix on basis of recommendations based on research.</p><p>We build in the dissertation system of marketing practices applicable in the framework of the festival allows us to identify a number of characteristics that significantly affect the understanding of the marketing mix and its functionality in this area. This study creates a theoretical basis on which you can optimize the standard marketing strategy.</p><p>Material for his thesis can be used in practical activities of the theatre festival and in the implementation of research in this area.</p><p>&nbsp;</p>