HSE Graduate School of Business Launches a New Online Master’s Programme ‘Marketing Management’
Students of the new ‘Marketing Management’ programme will be able to choose their study trajectory, study modern marketing concepts and acquire skills of working in digital environment. Academic supervisor of the programme and associate professor of Graduate School of Business Elena Panteleeva told the editorial staff of HSE portal about the programme’s objectives and features of the learning process.
What is marketing management, and what career paths will be open for the programme’s graduates?
"We use Philip Kotler’s definition of marketing-management: it is the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value" – explains Elena Panteleeva.
The objective of the new online Master’s programme is to give students systemic knowledge and skills required in the field of marketing. The learning process of the programme is based on studying modern marketing concepts and techniques, as well as acquiring skills of working in the digital environment for increasing business efficiency.
Academic supervisor of the programme believes that the knowledge, competencies and skills that students receive on this programme will allow them to get a job in marketing departments of Russian and international companies of the real sector (B2C, B2B, B2B2C, B2G), IT-companies, consulting and research organizations, companies of e-commerce and mobile commerce sector, transnational banks and financial organizations. Graduates of the new programme will be able to occupy the following positions:
Manager/director for marketing
Product manager/category manager/category leader
Analyst/head of department
Manager/director for customer experience/service
Features of the programme
Master’s programme ‘Marketing Management’ has several advantages: high-quality educational content based on modern marketing concepts, working marketing tools and cases of Russian and global companies. The programme will be preparing highly qualified specialists in the field of marketing management. Project approach in education will help students learn to solve complex marketing cases from partner companies, and elective courses will allow them to build a personal study trajectory.
Elena Panteleeva also highlighted the advantages of the online learning format: "Students on this programme are more flexible because they can build their own schedule and decide how intensive it is going to be". Every course mixes asynchronous and synchronous formats of learning so that students could get an opportunity to interact with their professors not only on forums but also in real time during webinars.
Among the teaching staff of the programme, there are leading marketing professors of HSE Graduate School of Business and Perm campus of HSE, who have experience in teaching continuing education programmes and working in consulting, as well as professors of practice, in particular:
Igor Lipsits, doctor of economic sciences, tenured professor of GSB department of marketing;
Yulia Pirogova, candidate of philological sciences, professor of GSB department of marketing;
Irina Shafranskaya, candidate of economic sciences, associate professor of School of Management of HSE Campus in Perm;
Efim Galitsky, head of the Laboratory for data analysis of the Foundation ‘Public Opinion’, candidate of economic sciences, associate professor of GSB department of marketing;
Andrey Polonchuk, executive director of ‘Afisha’ and ‘Rambler/Kassa’;
Sergey Chiriev, deputy general director for marketing of ‘Shtaurman’.
How to apply
There are 75 fee-based places on the programme. Applicants need to submit a portfolio containing a Bachelor’s degree diploma, documents proving the applicant’s personal achievements and work experience in business, a marketing case solution and a personal statement in video format.
Elena Panteleeva, academic supervisor of the programme, associate professor of Graduate School of Business:
If an applicant has never worked in marketing, he can always add to his portfolio letters of recommendation from his workplace that prove his achievements, certificates and diplomas of winning in case championships and other intellectual competitions in the field related to the programme (for example, management). He/she can also include abstracts from his presentations on business conferences, copies of his articles on business and management published in professional magazines (specifying publisher’s imprint).