HSE Graduate School of Business advances business education through the case method
The co-authors of this case include Anna Rozarenova, Managing Director of Infamed-K, and HSE GSB faculty members Zhanna Musatova and Vera Rebyazina. To support the development of the case, company specialists completed training in HSE GSB’s Case Method program. The case is suitable for all levels of education, from undergraduate to MBA, and helps students develop decision-making skills under uncertainty.
Over 140 students from the Marketing and Market Analytics program participated in this large-scale event. They were placed in the same situation the company faces in real life: tasked with developing a marketing strategy for the popular pharmaceutical product Miramistin, which is facing intense competition from generics. Students were divided into 24 teams, each of which was required to prepare a marketing communication strategy and tactics. Five HSE GSB instructors served as mentors and actively evaluated the proposed solutions.
The event was kicked off by Andrey Sharomov, Associate Professor at the HSE GSB Department of Marketing and moderator of the event. He reminded students of current approaches to marketing strategy development and gave a brief overview of modern communication tools.
Anna Rozarenova, Managing Director of Infamed-K and co-author of the case, presented a compact case to the audience. The top executive shared up-to-date market data, consumer insights, and key features of the pharmaceutical industry.
Following the guest lecture, students began working on the case. They analyzed the market, consumer behavior, pharmacy chain communications, and the media preferences of the target audience. Five top teams reached the final round, receiving the highest number of votes from their peers and mentors. The best-performing teams, who offered the most well-founded and creative solutions, were awarded valuable prizes from Miramistin and the business school.
Vera Rebyazina
Professor, Head of the Department of Marketing, HSE Graduate School of Business
“The case method allows students not only to gain theoretical knowledge but also to apply it in solving real-life business challenges. This helps develop critical thinking skills and the ability to make informed management decisions. This approach resonates with both students and companies that are interested in training professionals capable of tackling real business problems effectively.”
“Working with the HSE Graduate School of Business is always an opportunity for us to see a fresh perspective on the challenges businesses face. The students presented creative and well-substantiated solutions, which proves the relevance of the case method in education. Applying real-world challenges in the classroom helps students gain a deeper understanding of market structure and dynamics, and gives us new ideas to improve our marketing strategy,” shared Anna Rozarenova, Managing Director of Infamed-K and co-author of the case.
This experience is critically important for students, as it not only enhances their ability to solve real business problems but also develops their capacity to work in uncertain environments, fosters leadership skills, and encourages a team-oriented approach to achieving results.