| Abstract [eng] |
Work objective. To prepare realistic and having applied value management model of promotional projects for the operating shopping centre “Dainava” in Kaunas referring to realistic analysis of situation, methods proposed and analyzed in literature. Work objective has required execution of the following tasks. 1.To analyze conception of promotional of projects. 2.To analyze stages of marketing as well as project execution. 3.To design the management model of promotional projects. 4.To examine the market of shopping centers established in Dainava region in Kaunas. 5.To perform the inquiry of visitors in shopping centre “Dainava”. 6.To apply hypothetical management model of promotional projects in shopping centre “Dainava” in Kaunas for the management of promotional project. Object of investigation. Management of promotional projects. The subject of investigation. Management of promotional project of shopping centre “Dainava” in Kaunas. Having performed theoretical and practical analysis the following conclusions are drawn: 1.Having analyzed scientific literature the core of which was made up of scientific fields of project management and promotional management, the phrase management of promotional projects was not found. Formulated new definition of management of promotional projects proves the freshness of work and its benefit in marketing discipline field as well as in project management because on the ground of these sciences concept of management of promotional projects was defined. Promotional project is the attempt restricted by time, budget and resources with the help of which it is being strived to promote buying of intended group of persons invoking elements of promotion complex. Meanwhile planning, organization and control of promotion complex elements the basic of which being advertising, personal sales, sales promotion, direct marketing and public relations are management of promotional projects. 2.The objective of work was not only to define these new concepts but also to form the model of management of promotional projects existing in reality and having applied value. This model comprises the stages of management process of projects and marketing influenced by risk factors and is managed by project management group. 3.The model of management of promotional projects at work was integrated in the management of shopping centre “Dainava” in Kaunas. Seeking for the effective integration consistent investigation was performed which helped to perceive the situation influencing the necessity of model of management of promotional projects. In the course of investigation were ascertained the means with the help of which the management of promotional project is being performed. By the means of questionnaires consumers, competitors of the shopping centre “Dainava”, its occupied position were investigated, also existing shops, companies providing services and efficiency of promotion means were evaluated. 4.Applying the model of management of promotional project for shopping centre “Dainava” it was important to perform the evaluation of the model. On the grounds of valid results i.e. system of flow calculation, by the data of which attendance of shopping centre has increased and also new tenants appeared we can state that consistent management of promotional project which can be succeeded by the help of model improves the indicators of a company and is justifiable. |
