ON1 - evaluate and synthesize scientific theories, knowledge and ideas in the field of marketing based on the using of research results, modern methodology, approaches and trends of their development in order to create their own contribution to building up the scientific potential of the fundamental and applied school of marketing;
ON2 – identify promising, relevant areas of scientific and applied marketing research on the basis of experimental research on innovative topics to include new trends in the organization’s strategic development plan, contributing to the integration of Kazakhstan's research practice into the global scientific information space and the international research community;
ON3 – apply effective methods of planning and organizing scientific research of high significance in 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 perspective, the key markets of the organization, as well as the management of competitive advantages and competitiveness at different levels, forms a program of integrated marketing promotion of innovative projects in these areas using modern systems of th s integrated marketing communications;
ON5 - form a modern analytical marketing system (building logical chains, identifying cause-effect relationships, fact-checking , analyzing large amounts of information ) using strategic tools for assessing potential and market share, competitive environment, consumer behavior, a personalized approach to them; the image and recognition of brands in the domestic and international market according to the standards of the theory and practice of the marketing industry;
ON6 – celebrating concept and policy of market development, industry organizations on the basis of their systemic analysis, evaluation of strategic groups of competitors and smart technologies in order to increase the effectiveness of marketing activities in these areas and their projection on innovative and competitive development directions;
ON7 - create a strategic system for managing the innovation process of an enterprise based on the generation of original ideas on high-tech, personalized brands and the formation of consortia for their testing, transfer, implementation and distribution, solving the legal protection of innovative products, technologies and projects;
ON8 - to exist feasibility, financial justification, examination of completed projects and their commercialization on the basis of creating a system of their effective management, using the methodology of smart activities in the achievement and effectiveness of marketing , as well as digital analytics tools of 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, helping to expand the potential of foreign economic activity, increase competitiveness, improve the macro- and micro-environment of the enterprise, increase the market for brands of various levels aimed at personalized, creative attitude to customers;
ON10 - develop educational programs, educational and methodical complexes for carrying out classes, extracurricular work on fundamental and applied marketing disciplines in higher education organizations using traditional, innovative, interactive technologies and teaching methods, carrying out methodological support, educational, research , design and the communicative activities of students on the basis of the introduction of innovative ideas in the pedagogical process;
ON11 – create original scientific products of different levels based on planning and implementing an integrated research process, applying combined techniques and interdisciplinary knowledge, reasonably presenting their results, expanding the scope of existing knowledge for discussion in discussions and publications of national and international refereed publications included in the Clarivate Analytics, Scopus and others;
ON12 – promote technological, social development in the interest of the formation of the Kazakhstan scientific school of marketing and economic society, expanding the academic, professional, research and educational contexts, as well as defining the strategy of improving the personal and professional growth.
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Academic writing
- Number of credits: 2
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: The purpose of the discipline: to develop the ability to apply the methodological tools of academic writing to create original scientific products in research, project, and teaching activities based on national and international standards.
During the study of course, doctoral students should be competent in:
- identify the features of academic writing in the context of writing scientific articles, research applications, research reports and reviews, reviews, expert opinions, educational and methodological complexes of disciplines in accordance with the scientific style of presentation;
- develop a basic model of scientific writing within a single concept: setting the problem, substantiating the hypothesis, formulating the thesis, building the text, arguing the results and conclusions;
- apply intellectual actions to scientific writing: critical assessment of information, scientific terminology, scientific polemics, verifiability of data, maintaining a balance between General knowledge and personal contribution; correct citation;
- apply the rules for working with scientific electronic libraries, digital and information resources, computer technologies, online services for conducting independent expertise, reviewing, entering information into international databases with a high citation level and ipact factor;
- comply with the principles of academic ethics by presenting the results of academic writing based on modern scientific communication technologies.During the study of the discipline doctoral students will learn following aspects: style-forming elements of scientific writing; the structure of academic writing: scientific problems, hypothesis solutions, object, subject of research, empirical data, conclusions; methods of semantic analysis of the text; citation rules; technologies, online services of reference apparatus and mental maps; rules for annotation, summarizing; forms of presentation of results of academic writing; requirements of domestic and international databases.
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Scientific Research methods
- Number of credits: 3
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: The purpose of the discipline: to develop the ability to apply a set of methods for conducting fundamental and applied research for the effective implementation of full-cycle scientific projects, identifying their current and innovative directions within the object of study.
During the study of course, doctoral students should be competent in:
- develop a plan for organizing scientific research and an algorithm for conducting it, formulating goals, objectives, object, subject, hypotheses and tools for studying in relation to a specific topic;
- determine the necessary set of research methods of theoretical, fundamental and applied nature in relation to the study of the problem, with the planning and organization of experimental work;
- identify the possibilities of using interdisciplinary, quantitative and qualitative methods, as well as modeling and forecasting methods in the study of parameters, systems and processes of the object of study;
- develop an analytical system based on the creation of a Bank of quantitative, qualitative, statistical, mathematical procedures for collecting and analyzing scientific information;
- create scientific products containing innovative areas of applied knowledge in the form of articles, reports, projects, expert opinions to present the results to the scientific community independently or as part of creative teams.During the study of the discipline doctoral students will learn following aspects: scientific knowledge: planning, organization and implementation of empirical, theoretical, experimental stages; methods and techniques of scientific knowledge: the method of logical and semantic modeling, deduction, induction, synthesis, extrapolation, structural and functional method; general scientific theoretical methods: mathematical, statistical, predictive; special methods: private scientific and disciplinary; qualitative, quantitative, interdisciplinary methods; analytical system of research results.
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Methodology of marketing science
- Number of credits: 5
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: The purpose of the discipline: to develop the ability to apply a system of methodological knowledge and skills to generate new information in the context of the development of marketing science.
During the study of course, doctoral students should be competent in:
- critically evaluate the development of scientific theories, schools of marketing, as well as modern achievements in them for expanding the boundaries of the cognitive process in marketing;
- to structure the priority directions of marketing science development, its regularities and trends based on a set of disciplinary and interdisciplinary areas for conducting comprehensive research;
- to determine, based on a holistic vision, the methodological complex of marketing for a specific problem: principles, techniques, methods, tools for research and analysis; decision-making;
- apply the appropriate set of scientific methods, techniques and technologies adequate to the subject and objectives of the study the problems based on the concept of marketing research as a basis for marketing science;
- analyze the data of applied research of the market, its subjects, marketing complex, internal environment of the enterprise according to the generally accepted standards of theory and practice of marketing science for subsequent introduction of their results into domestic and international databases;
- evaluate the significance of the knowledge obtained for own research, as well as in personal professional becoming and in the development of the scientific school of marketing.During the study of the discipline doctoral students will learn following aspects: formation and evolution of marketing as a science; knowledge in the science of marketing; components of methodology of marketing science: theories, approaches, principles, tools, techniques, methods, models, techniques, technologies, algorithms, research and solutions; theoretical views and concepts of the commodity, functional, institutional, managerial, social school of marketing; methodology of marketing research as a basis of methodology of science marketing; connection of marketing methods with ecology, aesthetics, design, physiology and other sciences; general, interdisciplinary, disciplinary research methods in marketing; regularities in marketing: interaction of marketing variables, multi-variant solutions, technological development, measurement in marketing; modern scientific directions of marketing science: global, environmental, ethnic, system, modeling, design, innovation, personification, automation, digitalization of marketing.
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Strategic marketing management
- Number of credits: 5
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: Purpose of the discipline: to develop the ability to develop effective management solutions for the long-term development of an enterprise based on strategic tools for analyzing market and marketing activities at the micro and macro levels, aimed at its innovative, competitive and international activities.
During the study of course, doctoral students should be competent in:
- to structure the theories and concepts of management in the framework of scientific schools of marketing;
- apply the strategic relationship: plan, goals, management policy, analysis, activities and control in the marketing activities of the organization;
- carry out analytical activities based on the use of modern analytical (logical chains, causal relationships, matrix method) and information technologies for the study of market and industry parameters to ensure long-term key competitive advantages, innovative development and elements of the marketing complex;
- develop marketing concepts, programs and strategies depending on the level of study: micro -, meso-and macro-level; management level-corporate for market interaction and competitiveness; functional for the creation of marketing services; instrumental for the formation of new products, their sales and promotion;
- communicating in a professional and scientific environment on the basis of building a general and scientific discussion, reporting competently and in an accessible form to the audience of their ideas and thoughts.
During the study of the discipline doctoral students will learn following aspects: theories and concepts of management in the framework of scientific schools of marketing; the relationship of the concepts of marketing and strategic management, strategic marketing effectiveness, strategic management pyramid, conversion targets in the business process, matrix methods of analysis, marketing strategy development, internal and external market potential, the synthesis of strategies of management levels – corporate market synergies and improved competitiveness; functional on creating marketing services; instrumental in the formation of new products, their marketing and promotion.
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PhD thesis writing and defence
- Number of credits: 12
- Type of control: Докторская диссертация
- Description: The main purpose of "PhD thesis writing and defence": of a doctoral dissertation is the formation of the doctoral students' ability to disclose the content of research work for the defense of the thesis.
During the study of course, doctoral student's should be competent in:
1. to substantiate the content of new scientifically grounded theoretical and experimental results that allow to solve a theoretical or applied problem or are a major achievement in the development of specific scientific directions;
2. explain the assessment of the completeness of the solutions to the tasks assigned, according to the specifics of the professional sphere of activity;
3. they can analyze alternative solutions for solving research and practical problems and assess the prospects for implementing these options;
4. apply the skills of writing scientific texts and presenting them in the form of scientific publications and presentations.
5. to plan and structure the scientific search, clearly highlight the research problem, develop a plan / program and methods for its study, formalize, in accordance with the requirements of the State Educational Establishment, the scientific and qualification work in the form of a thesis for a scientific degree Doctor of Doctor of Philosophy (PhD) on specialty «8D07502 – Standardization and certification (by industry)».
During the study of the discipline doctoral student will learn following aspects: Registration of documents for presentation of the thesis for defense. Information card of the dissertation and registration-registration card (in the format Visio 2003). Extract from the minutes of the meeting of the institution, in which the preliminary defense of the thesis took place. Cover letter to the Higher Attestation Commission. Expert conclusion on the possibility of publishing the author's abstract. Expert opinion on the possibility of publishing a dissertation. Minutes of the meeting of the counting commission. Bulletin for voting. A shorthand record of the meeting of the dissertational council. List of scientific papers. Response of the official opponent. A review of the leading organization. The recall of the scientific adviser.
Data for 2021-2024 years
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Integrated Marketing Communications
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: Purpose of the discipline: to develop the ability to form a policy, program of promotion and recognition in the market of goods, services, organizations, ideas, projects, innovations based on integrated marketing communications for managing competitive advantages, improving image and competitiveness.
During the study of course, doctoral students should be competent in:
- implement a methodology for designing the company's communication policy that contributes to improving profitability and increasing the company's capitalization;
- develop the structure of integrated marketing communications and methods of forming individual promotion programs based on the application of organizational, technical, economic, and information methods of their development;
- analyze on the basis of digital Analytics the effectiveness of the use of individual tools of integrated marketing communications and in the aggregate as a whole;
- apply new knowledge and approaches in the synthesis of marketing communications – advertising, public relations, personal sales, sales promotion, sponsorship, market attributes of the product, digital technologies, methods and tools of smart marketing;
- use the capabilities of modern integrated marketing communications when designing a career that promotes the development of tolerance and communication in working with a wide scientific, pedagogical and professional community.
During the study of the discipline doctoral students will learn following aspects: policy of integrated marketing communications; the structure of a complex of marketing communications, management of communication policy, methods of forming promotion programs; digital Analytics of the effectiveness of individual communications and in combination with integrated ones; new knowledge in the synthesis of marketing communications – advertising, public relations, personal sales, sales promotion, sponsorship, market attributes of goods, digital technologies, digital Analytics, methods and tools of smart marketing.
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Competitive market assessment and competitiveness management
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: Purpose of the discipline: to develop skills and abilities for strategic assessment of the market environment with the development of competitive development strategies for effective management of competitiveness at various levels.
During the study of course, doctoral students should be competent in:
- applying the methodology of competitive assessment of the market with the justification of its analysis algorithm to create a portfolio of competitor groups;
- performing calculations to assess the competitiveness of the goods, enterprises, industries, countries on the basis of different techniques according to the object of study;
- determining the priority of the methods used and risk management in their application;
- identifying tools for the collection, processing and analysis of collected data on the assessment of competitiveness at different levels;
- creating a model of competitor analysis based on the evaluation of strategic groups of competitors;
- developing alternative options to achieve the goal of competitiveness with the application of reserves and innovative solutions;
- identify sustainable competitive advantages, potential and market share of competitive products based on various strategic analysis tools to develop a policy for managing the competitiveness of an object;
- develop competitive strategies for product, enterprise, and industry development-corporate, business, functional, and operational levels;
- designing innovative and competitive directions of development of the research object.
During the study of the discipline doctoral students will learn following aspects: competitive management capacity, competitiveness of products, enterprises of the industry; factors, reserves, innovation in competitiveness; the analysis tools of the business environment of the competitive market, sustainable competitive advantages, potential and market share of competitive products; matrix analysis of competitive advantages; approaches and process of choosing competitive strategies at the corporate, business, functional and operational level; policy of managing the competitiveness of a product, market, or industry.
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Personalized marketing
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: Purpose of the discipline: to develop the ability to develop programs to meet the expectations and requirements of personalized consumers based on an analytical system for evaluating their behavior and modern technologies of a customer-oriented approach to form a long-term customer loyalty policy.
During the study of course, doctoral students should be competent in:
- defining a conceptual framework of personalization customers on the basis of the approaches of individualization, customer focus, allocation of customers in various levels;
- develop a strategic approach to creating the loyalty of key customers based on the results of marketing research on the study of macro-and micro-segmentation of consumer behavior;
- create a value chain for creating a unique product based on generating ideas for developing innovative, high-tech and individual brands;
- analyze the potential of profitability, value and customer loyalty based on analytical strategic tools;
- create content and individual programs, tools and corporate strategies for the elements of the marketing mix in relation to key customers based on the customization of competitive development;
- analyze the effectiveness of personalized approach programs for clients of different levels: from the student to the Manager;
- analyzing socially significant marketing processes and carry out various levels of communication to spread them in the business environment.
During the study of the discipline doctoral students will learn following aspects: customization of competitive market development; modern philosophy of personalization and customer orientation; macro-and micro-segmentation of the customer market; generation of ideas for the development of innovative, high-tech and individual brands; value chain of creating a unique product; analysis of the potential of profitability, value, customer loyalty; tools for interactive interaction, flexible attitude to consumers; personalized communication, analysis of the effectiveness of loyalty programs, instrumental and corporate strategies for expanding sales markets.
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System analysis of sectoral activities
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: Purpose of the discipline: to develop the ability to master the technology of system analysis in industry activities to create a complete research portfolio of the problem under study based on scientific methods of market research.
During the study of course, doctoral students should be competent in:
- using the methodology of system analysis in relation to the objects of study at various levels: market, industry, enterprise;
- applying the technology of system analysis for structuring problems, forming goals, criteria and indicators of achievement of goals;
- developing a system of analysis of large amounts of information and identify their reliability;
- managing the processes of functioning and development of complex systems on the basis of integration management principles;
- forming new knowledge about management, including optimization, planning, decision-making, adaptation and other tasks arising in complex managed systems of different nature;
- developing forecasts for the development of the industry on the basis of quantitative and qualitative indicators.
During the study of the discipline doctoral students will learn following aspects: large amounts of information, reliable data, structuring problems, quantitative and qualitative methods of studying the industry, tools for analyzing the industry, simulation modeling and forecasting of complex systems, correlation of tasks and results, competitive advantages of the industry, management concept: optimization, planning, decision - making on the development of the industry and the market.
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SMART-marketing
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: Purpose of the discipline: to develop the ability to implement a new approach to planning and implementing management decisions based on the principles and methods of the SMART approach that accompanies research and analytical work, the formation of the concept of market and industry development, the development of marketing strategies with an assessment of the effectiveness of their impact on the performance of the organization.
During the study of course, doctoral students should be competent in:
- apply new targeted approaches to research planning, Analytics, and marketing decision-making based on SMART principles;
- develop a cycle of marketing strategies implementation based on the SMART methodology in accordance with consistent goal setting, fact-checking, search and identification of strategic gaps, obtained results of forecasting the development of the external environment at various levels and types of activities;
- determine criteria and indicators for analyzing the effectiveness of marketing activities using ROI, ROMI and other approaches within the framework of SMART activities and their impact on the profitability of the enterprise;
- create an analytical marketing system that allows you to monitor the effectiveness of various
communication channels, combining disparate data sources into a single database;
- develop a program of the main development trends in marketing in accordance with the development of modern communication technologies of smart marketing.
During the study of the discipline doctoral students will learn following aspects: principles and methods of the SMART approach of a sequential chain of goal setting, fact-checking, searching and identifying strategic gaps, combining disparate data sources into a single database; a full cycle of marketing decision-making, indicators of marketing effectiveness analysis, PIMS analysis, criteria for achieving results, performance monitoring; monitoring the effectiveness of smart technologies, communication technologies in SMART activities, social media.
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Modern theory and practice of brand management
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: Purpose of the discipline: to develop the ability to develop and implement large, technological brands based on innovative ideas of their development in industries, areas of activity to increase their sales markets, increase awareness and competitiveness in the market.
During the study of course, doctoral students should be competent in:
- use the latest achievements of globalization, virtual and augmented reality to determine the strategic significance of branding in the process of company management, achieving business goals and a new paradigm of brand management within the applied school of marketing;
- create a portfolio of brands at various levels: personal, product, territorial, global, technological-based on functionality and new approaches to brand development;
- define the space of brand functioning, tools for interaction with consumers, models and systems of brand identifiers based on hybrid approaches in the development of branding;
- evaluate the perception, market value and share, image, potential and value of brands based on strategic analytical tools;
- develop instrumental strategies for creating brand value, functional strategies for market promotion, and corporate strategies for image enhancement;
- create a program of modern integrated marketing communications for promotion in order to effectively manage the brand capital of the organization and generate loyalty.
During the study of the discipline doctoral students will learn following aspects: new trends in the theory of branding and its applied developments; brand functionality, space of brand functioning; types, levels, brand parameters, main indicators of the analysis of perception, image, market value and value of brands; brand identification models and systems, brand performance assessment, brand marketing audit, brand capital policy of the organization, brand loyalty program, and development of strategic solutions at the instrumental, functional, and corporate levels in relation to brand management: to create the value value of brands, promote them to the market, and improve their image.
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Managing Innovation in Marketing
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: Purpose of the discipline: to develop the ability to manage innovative activities in the field of marketing based on the organization of research works of high significance and complexity to improve the competitiveness of the enterprise and promote innovations to the market.
During the study of course, doctoral students should be competent in:
- applying knowledge, methods of theoretical and applied innovation in the formation of innovative ideas, the promotion of independent hypotheses, the structure of marketing innovation and innovation management;
- evaluate the market and economic potential of innovations, financial parameters of the implementation of research projects in marketing, sales forecast, risks and the level of competitiveness based on various methods;
- provide support for an innovative product with the help of marketing metrics and strategies throughout the life cycle: from creation (using imitation and synectical methods of forming ideas), calculation and experimental development of innovations to implementation and market testing, as well as commercial distribution;
- design innovation positioning, distribution channels (creation of startups, consortia) and promotion of innovative products and technologies;
- developing programs for the creation of innovative science-intensive products, taking into account the requirements of consumers, quality, cost and time parameters, competitiveness;
- establishing policies conducive to the development of marketing knowledge and technology, changing scientific and industrial profile of the organization.
During the study of the discipline doctoral students will learn following aspects: structure of the system of marketing innovations, perception of innovations, diffusion of innovations, the process of innovation management throughout the life cycle, forecasts and experimental development of innovative directions of development of markets, promotion of innovation, funding innovation, imitation, and a synectic methods of generating ideas and marketing settlements of innovation, creation and innovation, develop strategies for market penetration and test marketing, distribution of innovative marketing projects through the creation of start-UPS and consortia, commercialization of innovations
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Marketing Project Management
- Type of control: [RK1+MT+RK2+Exam] (100)
- Description: Purpose of the discipline: formation of abilities to master the methodology, methods, tools of marketing projects management at all stages of the life cycle for their wide distribution in the market and business environment.
During the study of course, doctoral students should be competent in:
- demonstrating knowledge of the main types of projects, specifics of marketing projects;
- developing an organizational program of project activities;
- determining the purpose, objectives, methods of project implementation in relation to marketing activities;
- carrying out project activities based on the methods of network planning, smart activities, quantitative and qualitative analysis, modern software and financial parameters management;
- conducting a feasibility study, analyzing the economic efficiency and feasibility of projects;
- developing project implementation programs based on various forms of commercialization and communication technologies with risk analysis;
- presenting the results of project activities in the form of reports, articles, reports in relation to the competitive field of marketing in the field of research, strategic decisions, management of marketing, customer loyalty, pedagogy.
During the study of the discipline doctoral students will learn following aspects: management concept; types of marketing projects; groups of project management processes, processes - initialization, planning, execution, monitoring, control, completion, commercialization; system approach, network planning, principles of smart activity; management subsystems – goal setting, content, duration, changes, risks, resources, cost, quality, computer technologies; methods of economic analysis, apparatus of efficiency and risk analysis, budgeting, forms of commercialization, presentation of results, marketing communications of project promotion.
Data for 2021-2024 years
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Pedagogical
- Type of control: Защита практики
- Description: Aim оf discipline: formation of the ability to carry out educational activities in universities, to design the educational process and conduct certain types of training sessions using innovative educational technologies.
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Research
- Type of control: Защита практики
- Description: The purpose of the practice: gaining experience in the study of an actual scientific problem, expand the professional knowledge gained in the learning process, and developing practical skills for conducting independent scientific work. The practice is aimed at developing the skills of research, analysis and application of economic knowledge.
Data for 2021-2024 years
