"Just like in real life: it’s important to see the goal, optimize collaboration, and achieve results" — interview with student Natalya Dzudza
On choosing her profession and starting her career
I graduated from Bauman Moscow State Technical University and began working in the field of industrial refrigeration and air conditioning in my third year—and I’m still working in this field today. My career started with an engineering position, but I was constantly intrigued by one question: “Why do clients choose certain solutions over others?” As a result, by the time I graduated, I was already working in the company’s marketing department. I completed a Specialist degree—six years of study—because in our industry, an engineering background is essential for working in marketing. Everything I knew about marketing came from additional courses, training sessions, reading industry literature, and self-education.
On choosing the HSE Graduate School of Business Master’s program
In 2013, I had a not-so-successful attempt at enrolling in an MBA program at a well-known university, but after the first semester, I decided to withdraw. The reason was that the program lacked structure and was too disconnected from real-world practice. This time, I approached the decision much more consciously: I read reviews, consulted colleagues and friends, and carefully analyzed the curriculum.
It was extremely important to me that the content be presented in a well-structured format and closely tied to the current trends and realities of modern business. My expectations were fully met—and even exceeded in some cases! The instructors provide extensive and well-organized materials, and sometimes I wonder how we can possibly master in one module what would typically be covered in an entire year. Of course, many topics are already familiar to me thanks to 15 years of experience in marketing, but the program helps me organize and streamline my knowledge, while quickly integrating new insights into practice.
Studying in the Marketing Management program
— Which courses and projects have been the most useful and interesting to you?
"Introduction to Marketing" and "Consumer Behavior" are absolute must-haves for any marketer—the courses were incredibly interesting and rich. "Marketing Research" was a real revelation for me. I had read Yefim Borisovich Galitsky’s book back in 2012 when I was preparing a major market research report for the HVAC industry, and I never imagined I would one day be his student. Although my current job doesn’t involve large-scale quantitative research, I’ve greatly broadened my understanding of how to design and analyze surveys. I was also surprised to discover what Word can do in terms of macros—I had no idea, since I mostly work in Excel.
"Financial Management" has been the most difficult subject for me. I’ve dedicated nearly every weekend for the past two months exclusively to solving problems and understanding the specifics. Without a doubt, my world will never be the same again! My mindset and perspective have expanded tremendously. Even if I don’t work closely with financial models in the future, I now better understand the thought process of financial professionals, the reasons for attracting funding to a business, and strategies for cost and risk optimization.
— Does the program help you develop skills necessary for career or business growth?
Absolutely! The learning process is designed so that you constantly work in teams—often with unfamiliar classmates. It’s just like in real life: it’s important to see the goal, optimize collaboration, and achieve results.
Plans after graduation
— What are your plans after completing the Master’s program?
To structure all of my marketing knowledge, implement all of my ideas at work, slightly shift my focus, and take on a role as Director of Business Development.
— How does the program help you build your network?
My classmates deserve an interview of their own! They are wonderful people—I’m constantly amazed at how we’ve managed to become so connected in an online space. Communication is easy, we carry out group projects without any conflicts. I’m one of the oldest students in the program, and the online world isn’t as familiar to me, but my classmates help me out a lot and make the learning process as comfortable as possible.
Advice for future students
You really need to assess your capacity carefully. Studying at HSE—even in an online Master’s program—is full-fledged, rigorous academic work, with a 5- or even 6-day weekly workload. You won’t pass a single course by winging it, especially if you don’t already have a foundation or relevant experience. It’s a 100–150% commitment with an enormous amount of homework.
You should come here primarily for knowledge—“just getting the diploma” won’t work. You need to decide from the start how ready you are to truly engage. In my case, not only do I have to make compromises, but so do my employer, my husband, and my three children. It’s a constant balancing act between countless responsibilities and prioritizing. I believe these two years will fly by, and the knowledge and connections I gain will stay with me forever!