employee
Moscow, Moscow, Russian Federation
student
Moscow, Moscow, Russian Federation
UDC 659.1.007
UDC 659.11
CSCSTI 06.00
CSCSTI 06.81
Russian Classification of Professions by Education 38.00.00
Russian Library and Bibliographic Classification 6
Russian Trade and Bibliographic Classification 8
BISAC DES DESIGN
The article explores theoretical and methodological approaches and practical aspects of managing creative industries in the context of digital transformation of the economy. The relevance of the study is due to the adoption of Federal Law No. 330-FZ "On the Development of Creative Industries", the growth of the creative sector's share in Russia's GDP to 4.1%, as well as the need to form effective management models integrating branding, digital design and marketing communications. The essence of creative industries as an object of management is determined, the features of their functioning in the digital environment are revealed. The influence of monetary factors (key interest rate, credit availability) on investment activity in the creative sector is analyzed. The author's model of creative projects management based on the synergy of brand management, digital design tools and marketing strategies is substantiated.
branding, creative industries, marketing strategies, digital design, digital econom
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