Marketing in the VUCA world - course 1800 rub. from Open education, training 10 weeks, about 3 hours per week, Date November 28, 2023.

Candidate of Economic Sciences, senior lecturer at the Department of Marketing of the Institute Graduate School of Management of St. Petersburg State University, member of the European Marketing Academy (EMAC) and the Academy of Marketing Science More than 15 years of experience in the field of marketing, including including more than 6 years of project work experience in consumer and industrial marketing, more than 6 years of experience in teaching marketing disciplines 10 years. Participant of research projects at St. Petersburg State University and the Russian Science Foundation on the study of consumer behavior and brand management. Specialist in the field of quantitative marketing research, brand management, consumer behavior modeling. Manager and developer of applied, training and consulting projects for L’Oreal, Microsoft, EMC, X5 Retail Group, Henkel, DuPont, JetBrains.

Practical teacher, assistant at the Marketing Department of the Institute Higher School of Management of St. Petersburg State University, member of the European Marketing Academy and the American Marketing Association. Participant of research projects at St. Petersburg State University and the Russian Science Foundation on the study of consumer behavior and business development. Coordinator of the laboratory for the development of student projects 5G Lab of MegaFon and St. Petersburg State University. More than 8 years of experience in marketing, including experience in implementing research, analytical and consulting projects marketing projects for Baltika Brewing Company, NCC Housing Russia, Cupli Surveys, Volga Volga Brand Identity.

Candidate of Economic Sciences, Associate Professor, Head of the Department of Marketing at the Institute Graduate School of Management of St. Petersburg State University, member of the European Marketing Academy and American Marketing Association, visiting professor at the Ljubljana University of Economics 18 years of experience in marketing research strategies of Russian companies and consumer behavior in Russia Author of more than 70 scientific publications, including articles in leading international journals - Industrial Marketing Management, Marketing Theory and Practice, Journal of Business Research, Journal of Purchasing and Supply Management, Marketing Intelligence and Planning, etc. Specialist in the field of quantitative and qualitative marketing research, structural equation modeling. Manager and developer of applied, educational, scientific and consulting projects for Russian Railways, Severstal, Rosneft, YIT, Krylovsky State Scientific Center, L’Oreal, Schwarzkopf, Nokian Tires, Nokia, Elisa, Valio, YIT, EMC, X5 Retail Group, Roscreative, VTB, Megaphone

Module 1. Marketing and marketing management concepts

Module 2. Marketing system and marketing environment

Module 3. Marketing information and market research

Module 4. Buyer behavior in consumer markets

Module 5. Digital economy and consumer behavior

Module 6. STP solutions

Module 7. Creating a product and choosing a marketing strategy for various stages of their life cycle. Pricing

Module 8. Marketing channel management. Marketing communications

Module 9. Branding. Brand management

Module 10. Marketing Management