Monitoring the promotion of cultural and educational projects in digital environment
https://doi.org/10.21453/2311-3065-2023-11-4-71-81
Abstract
The article raises the problem of using digital marketing tools to assess the effectiveness of promoting a cultural and educational project. The manuscript was prepared on the basis of “Profile Shifts” project, which is implemented by the state organization of additional education for children “Academy of Talents” with the aim of identifying and supporting gifted and talented youth in St. Petersburg and the Leningrad region. The project is part of the regional project “The Success of Every Child”, implemented within the framework of the national project “Education”. Based on the study of the specific project the authors describe the process and results of information and communication monitoring, identify the gaps in project popularization, and provide the recommendations. The results of monitoring the promotion of cultural and educational project are considered in the aspect of reputation audit.
Keywords
cultural and educational project,
project promotion,
reputation management,
digital environment,
communication monitoring,
information monitoring
Supporting agencies: The study was carried out within the framework of R&D of the North-West Institute of Management of the Russian Presidential Academy of National Economy and Public Administration No. 122112800092-6.
About the Authors
O. A. Glushchenko
North-Western Institute of Management of the Russian Presidential Academy of National Economy and Public Administration (RANEPA)
Russian Federation
Russian Federation
Glushchenko Olesya Anatolyevna – DSc (Philol.), professor of the Department of Journalism and Media Communications of the Northwestern Institute of Management of the RANEPA
199178, St. Petersburg, Vasilyevsky Island, Sredny Avenue of Vasilyevsky Island, 57/43
T. A. Naumov
Peter the Great St. Petersburg Polytechnic University
Russian Federation
Russian Federation
Naumov Taras Aleksandrovich – graduate student of
Advertising and PR in International communication – International Educational Program, Peter the Great St. Petersburg Polytechnic University
194021, St. Petersburg, st. Politekhnicheskaya, 19
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Review
For citations:
Glushchenko O.A., Naumov T.A. Monitoring the promotion of cultural and educational projects in digital environment. Communicology. 2023;11(4):71-81. (In Russ.) https://doi.org/10.21453/2311-3065-2023-11-4-71-81
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