X5 and HSE Graduate School of Business to Support Talented Students
X5 has been a strategic partner of the program for over three years. With nearly a quarter of the company’s employees now under the age of 25, strengthening ties with universities and educational institutions is a key priority for developing a talent pipeline. This year, the curriculum has been completely redesigned: B2C Business Management: Technology and Innovation is now the first specialized graduate program designed to train future leaders in retail and e-commerce. Together with HSE GSB, the company has restructured the program around three core pillars: customer experience, new technologies and innovation, and leadership and management — all aligned with current market trends.
The program is well-suited for bachelor’s and specialist degree holders aiming to build a career in retail and e-commerce, as well as for professionals already working in B2C companies or managing their own businesses. Five HSE graduates who pass the entrance exams with high scores will receive a 35% tuition discount. An additional 20 applicants will receive grants covering 25% of the tuition cost. Top-performing students will receive full financial support from X5 for the entire duration of their studies.
Students in the program study data science, business analytics, digital platforms, digital marketing, and customer experience management in omnichannel environments — all essential skills for modern business. Each subject area is supervised by X5’s senior managers and executives. The program is fully integrated with business practice and includes a strong focus on applied learning, research, and project work. X5 experts deliver lectures, host public talks and seminars, accompany students on visits to stores, distribution centers, the innovation lab, and ready-meal production facilities.
Ksenia Mardanova
Head of University Relations at X5 Group
As an industry leader, we’re passing on our knowledge and experience to students and showing that modern retail is far more than just retail. X5 includes not only retail chains but also IT services, logistics, delivery, and ready-to-eat food production.
Our partnership with HSE GSB offers a unique blend of academic depth and practical approaches, incorporating elements of an MBA into real-life business management. Over two years, students build a portfolio of more than 10 projects based on real retail and e-commerce cases. Our graduates go on to build successful careers in leading companies, and we see them as promising specialists — we’re happy to consider them for roles at X5. At the same time, the program helps develop the skills of our own employees, who acquire new competencies to grow within the company.
Andrey Starkov
Academic Supervisor of the Program, Professor of Practice, HSE Graduate School of Business
Thanks to support from X5, our program provides talented students with the opportunity to receive high-quality management education at one of Russia’s leading business schools and to build a career in B2C business.
One of the program’s key features is its practice-oriented approach: courses are delivered using a co-teaching model, where HSE faculty and industry professionals lead classes together. In addition, students work on their term papers and final theses in a consulting format, solving real business problems.
Industry involvement in the learning process ensures valuable networking and deep immersion into the professional environment.
Applications for the 2025 intake will be accepted from June 20 to August 8. The program offers 63 places for students from Russia and one place for an international student.