“The program is aimed at training future leaders, which fully aligns with my career ambitions” — interview with student Ivan Yashkin
Choosing a Master's Program
— Tell us a little about yourself and your previous educational background.
My name is Ivan Yashkin, I’m 26 years old. I’ve been working in marketing for the past four years and currently hold the position of brand manager at the company InternetUrok. My role is more product marketing-oriented. I oversee several areas, including the Online College by InternetUrok, the course “Neural Networks for Study and Life,” and preparatory programs for the OGE and EGE state exams.
I earned a Specialist degree in Musical Sound Engineering from the Synergy University. However, during the later years of my studies, I decided to change my career path and became passionate about marketing, which immediately felt like my calling. Alongside my formal education, I completed advanced training courses in contextual advertising and internet marketing at Netology and became a specialist in contextual advertising and a director of internet marketing.
— Why did you choose the online Master’s in Marketing Management at HSE Graduate School of Business?
It was important for me to get a degree from a university with a strong reputation to compensate for my experience at Synergy, which unfortunately doesn’t have such a solid standing. My enrollment in Synergy happened by chance: I had originally enrolled at MITRO, but the university was shut down, and all students and faculty were transferred to Synergy, where a new faculty was opened. The teaching remained high-quality despite the transfer, but from a reputational standpoint, this left a mark on my CV.
I also understood the need to gain in-depth knowledge of marketing. Since I’m aiming for career growth and preparing for leadership roles, I needed a degree in a relevant field—in some companies, not having such a degree can be a serious barrier. Besides HSE, I considered the Financial University, but I didn’t pass the entrance exam in economics. I only had a month to prepare, as I found out about the opportunity to apply from a different field at the end of June, and didn’t have time to study in depth. I had never formally studied economics before and only had a basic understanding of it from my marketing work.
I was drawn to the HSE Graduate School of Business program from the very beginning, as it’s designed to train future leaders—which is exactly in line with my career ambitions.
Studying in the Program
— What were your expectations before starting the program, and did they come true?
I expected it would be quite difficult to balance work and study. I also thought the program would be mostly theoretical, with fewer practical tasks compared to specialized courses. Additionally, I assumed that there would be significant attention given to management and psychology.
All of these expectations came true—except for the first one. Balancing work and study has been challenging, but not overwhelmingly so, although it can get tiring. My course “Director of Internet Marketing” was probably even more intense, but that was at the beginning of my career when I was less qualified. Now, I already have a solid foundation and familiarity with many of the topics, which makes it much easier to digest the material.
There is a lot of theory in this Master’s program, and I’d like to see more emphasis on the practical application of the knowledge during the course itself—it would help deepen understanding. That said, I do my best to apply the new knowledge directly to my work. When it comes to management and psychology, the program has fully met my expectations, and I’m happy to be gaining in-depth knowledge in those areas.
— Which courses or projects have been the most useful and interesting to you?
I really liked the “Introduction to Marketing Management” course. Although some of the concepts are used a bit differently in practice, that’s to be expected—marketing isn’t an exact science, and terminology and approaches can vary from company to company. I especially enjoyed the seminars in that course, where we reinforced the theory. However, I felt the course was too short. I’d like to see it expanded to more thoroughly cover some topics we only touched on briefly, like brand platforms. Maybe those will be explored in more detail in other courses.
I also really enjoyed the “Consumer Behavior” course because it provided a lot of insights into human psychology—why people make purchasing decisions, the emotional conflicts they experience, the needs that drive them, and so on. I’d love to deepen my knowledge in this area and spend more time practicing how to identify consumer and emotional insights. I think many marketers don’t give enough attention to psychology in their work, even though I believe that’s the foundation of any successful marketing strategy.
— Have you faced any difficulties during the program, and how have you handled them?
“Financial Management” has been the most difficult course for me. It followed a standard finance curriculum, whereas I would have preferred a more marketing-oriented approach—covering topics like P&L and unit economics. The instructor, Alexander Voyko, really made an effort to convey the material thoroughly, and his approach was geared toward deep theoretical understanding. However, I felt that the course wasn’t fully tailored to the audience. I got through it mainly by putting in consistent effort to memorize the material and spending a lot of time on it. I suspect my grade in that course will be one of the lowest I receive in the program.
— Has the program helped you develop skills for career or business growth?
Definitely! If you apply the knowledge immediately in practice (which I’m able to do), you quickly begin to see the purpose behind the material. My company’s management is also thrilled that I’m continuing my education, which is a social plus.
— Have you participated in research projects, competitions, or case championships?
Unfortunately, no. Ever since starting my career, I’ve loaded myself with work projects to build expertise, expand my portfolio, and increase my income. I simply haven’t had time for anything else.
— Has the program’s practical component—internships, real-company projects, case studies, masterclasses—been helpful?
I’m not currently interested in internships. However, the case work we do in seminars is incredibly helpful because it allows me to step outside the field I’m immersed in (I’ve been in online children’s education for over three years). Working on cases from other industries gives me a fresh perspective on my own field. We haven’t had any masterclasses yet. I know HSE hosts them frequently, but they often take place during working hours, so I haven’t been able to attend.
— What do you like most about studying at the HSE Graduate School of Business?
Knowing that I’m studying a subject I love at one of the top universities! I enjoy learning, and I’m confident in the quality of education I’m receiving. I also want to highlight the community—we’ve got amazing people in our program, and I’ve formed close friendships with many of them. I’m sure these connections will open up many opportunities in the future.
Plans After Graduation
— What are your plans after graduation?
I aim to achieve a higher salary and position—not only thanks to the diploma but also due to my consistent professional development. I don’t expect any drastic changes, but I do feel a stable upward trajectory, growing confidence, and less anxiety about having a degree from a university with a weaker reputation.
— How does the program help you expand your network?
Our cohort includes many entry-level marketing professionals, as well as some seasoned ones. I actively engage with both. In our term project, our team consisted of professionals from the education sector, all with practical experience. Working with them was very productive. I’m confident we’ll cross paths again in our careers.
Advice for Prospective Students
— What advice would you give to future students of this program?
You should understand that you’ll need to absorb a large amount of theory during the program, but try to apply it as much as possible—whether in your job or through solving real-world cases (AI tools can help generate practice cases too). This will help you fully appreciate the value of the knowledge you’re gaining and increase your satisfaction with the learning process.
Be ready to work actively in teams—this is essential in any career, especially in marketing. The program places a strong emphasis on developing soft skills, and you’ll definitely see improvement in that area.