About the Department

The Department of Marketing at the Higher School of Business, HSE University, is a leading Russian center for marketing education and research. It is one of six departments of the HSE Business School. It was established based on three chairs: strategic marketing, marketing of firms, and marketing communications at HSE, which have long been successfully training specialists across all areas of modern marketing. The Department of Marketing was formed in 2020 during the creation of the Business School through the reorganization of the Faculty of Business and Management (FBM) and several units of the Advanced Professional Education (APE) at HSE.

The department’s core subjects include strategic marketing, marketing of firms, marketing communications, application of analytical tools in marketing, and innovative business models in the digital environment. The department provides teaching on these topics at the bachelor’s, master’s, doctoral, MBA, and other APE programs at HSE Business School, as well as in programs of other HSE subdivisions. It also offers minors and electives for all university students.

As of February 1, 2025, the Department employs 34 full-time faculty members (18 on a full 1.0 position and 16 adjunct instructors), along with more than 40 invited lecturers. Among the full-time staff, 8 hold Doctor of Science degrees, 2 have PhDs, 15 are Candidates of Sciences, and 5 possess MBA degrees. Olga Anatolyevna Tryiak, a full professor of HSE, works at the Department of Marketing. The average age of full-time faculty is 48 years, while invited lecturers are on average 46 years old.

The team of the Department of Marketing consists of highly qualified specialists from various fields: educators involved in research and project-based consulting activities in marketing, as well as invited practitioners holding leadership positions in companies such as ORO, X5 Group, АКАР, VkusVill, Yandex, and others. Throughout its existence, students of the department, developing skills in marketing and market analysis, have implemented dozens of diverse projects in collaboration with leading international and Russian companies.

The Department of Marketing emphasizes practical-oriented training, utilizing the most modern and relevant approaches for business. The department runs the bachelor’s program “Marketing and Market Analytics” and three master’s programs:

Marketing: Digital Technologies and Marketing Communications

B2C Business Management: Technologies and Innovations

Marketing Management

From 2020 to 2025, faculty members published research results in HSE’s Top-tier (A-list) scientific journals: Asia Pacific Journal of Tourism Research, European Business Review, as well as in Q1–Q2 journals such as the Journal of Marketing Research, Journal of International Marketing, Journal of Consumer Marketing, Journal of Marketing Communications, Journal of International Consumer Marketing, Journal of Economics, Finance and Administrative Science, Journal of Business & Industrial Marketing, Emerging Science Journal, Humanities and Social Sciences Communications, Journal of Asia Business Studies, and Journal of Macromarketing. During this period, they also prepared methodological guidelines for coursework on marketing planning and sustainable practices, published by HSE, and authored 14 case studies based on primary materials from Russian companies included in HSE’s case collection.

In 2023, the faculty of the Department of Marketing presented a collective monograph titled "Managing a Customer-Oriented Company" — a comprehensive work that systematizes scientific knowledge and approaches to studying customer orientation over the past 30 years and contains extensive data from Russian business practices. The faculty members of the Department of Marketing at HSE authored the book: V.A. Rebyazina, O.V. Gulakova, O.A. Kusrayeva, and M.M. Smirnov from the Higher School of Management at St. Petersburg State University.

The staff of the department (full-time and adjuncts) includes four practicing professors and ten practicing associate professors. Among them are experienced top managers, currently or formerly serving as members of Boards of Directors, vice presidents, and heads of business units at leading Russian companies such as ORO, X5 Group, АКАР, VkusVill, Yandex, and others.