Name of the Educational Program

8D04111 – Marketing

Field of education

8D041 - Business, management and law

Direction of training

8D041 - Business and management

Group of educational programs

D075 - «Marketing and advertising»

Goal

The purpose of the Educational Program 8D04111 - Marketing is the high-quality training of highly qualified marketers competitive in the domestic and international labor market, the intellectual and professional elite, capable of successfully carrying out research, expert, managerial and pedagogical activities based on the creation of new fundamental and applied knowledge, the use of innovative and integration initiative, information and digital technologies, taking into account the requirements of modern marketing theory and practice.

Language of instruction

Kazakh, Russian, English

Loan volume

180 academic credits

Awarded academic degree

Doctor of Philosophy (PhD) in the educational program "8D04111 - Marketing"

Learning outcomes

Upon completion of this educational program, students are expected to be able to:

ON1. To form a modern analytical marketing system (building logical chains, identifying causal relationships, fact-checking, analyzing large amounts of information), using strategic tools for assessing potential and market share, competitive environment, consumer behavior, personalized approach to them; image and brand recognition in the domestic and international market in accordance with the theory and practice of the marketing industry; 

ON2. Identify promising, relevant areas of marketing research of a scientific and applied nature on the basis of experimental research work on innovative topics to include new trends in the strategic development plan of the organization, contributing to the integration of Kazakhstani research practice into the global scientific and information space and the international research community;

ON3. Apply effective methods of planning and organizing scientific research of high importance within the framework of ongoing projects, forming a consistent methodology for their implementation and using scientific methods of research practice (general, interdisciplinary, quantitative, qualitative, new, original: imitation, ethnographic, synectic and others);

ON4. Create a mechanism for monitoring and forecasting promising, key markets for the development of an organization, as well as managing competitive advantages and competitiveness at various levels, forming a program for the integrated promotion of innovative marketing projects in these areas based on a modern system of integrated marketing communications;

ON5. Evaluate and synthesize scientific theories, knowledge and ideas in the field of marketing based on the use of research results, modern methodology, approaches and trends in their development in order to create their own contribution to building the scientific potential of the fundamental and applied school of marketing;

ON6. Create original scientific products of various levels based on the planning and implementation of an integrated research process, using interdisciplinary, combined methods, reasonably and reasonably presenting their results, expanding the scope of existing knowledge for discussion in discussions and publications of national and international peer-reviewed publications included in the Clarivate Analytics database, Scopus and others;

ON7. To create a strategic system for managing the process of innovative activities of an enterprise based on the generation of original ideas for technological, personalized brands and the formation of consortia for their testing, transfer, implementation and distribution, solving issues of legal protection of innovative products, technologies and projects;

ON8. Carry out a feasibility study, financial feasibility study, examination of completed projects and their commercialization based on the creation of a system for their effective management, using the method of smart activities in achieving marketing effectiveness, as well as digital analytics tools for communication activities for their integration into the organization's database;

ON9. To create, on the basis of expert-project analysis, a portfolio of alternative marketing strategies of various management levels: corporate, functional and instrumental, contributing to the expansion of the potential of foreign economic activity, increasing competitiveness, improving the macro- and microenvironment of the enterprise, increasing the sales market for brands of various levels aimed at personalized, creative attitude to clients;

ON10. To develop educational programs, educational and methodological complexes for conducting classes, extracurricular work in fundamental and applied marketing disciplines in higher education organizations using traditional, innovative, interactive technologies and teaching methods, carrying out educational and professional, research, project and communication activities of students based on the introduction of the author's innovative ideas into the pedagogical process;

ON11. Promote technological, social development in the interests of the formation of the Kazakh scientific school of marketing and economic society, expanding academic, professional, research and pedagogical contexts, as well as defining strategies for personal improvement and professional growth;

ON12. Develop concepts and policies for the development of the market, industry, organization based on their system analysis, assessment of strategic groups of competitors and smart technologies in order to increase the efficiency of marketing activities in these areas and their projection on innovative and competitive development areas.

For applicants

Welcome.kaznu.kz (link to the corresponding program in welcome)

https://www.kaznu.kz