KAPIOR President and Head of Alvin Market Group of Companies Natalya Ospanova Delivered a Guest Lecture for Students of Turan University

On March 11, 2026, Natalya Ospanova, President of KAPIOR, Head of the Alvin Market Group of Companies, and an expert in marketing research, delivered an open guest lecture for students of the Marketing educational program at Turan University.

During the meeting, Natalya Ospanova spoke to students about the real nature of the marketing profession and the role of marketing research in modern business. Particular attention was paid to the fact that effective marketing is not limited to creativity, advertising, or SMM, but is primarily based on data, analytics, and systematic research, which help businesses make informed decisions and avoid ineffective strategies.

The speaker also emphasized that marketing research serves as an important foundation for the professional development of future specialists. According to her, many professionals begin their careers with analytical work and mastering data analysis tools before moving into strategic and managerial areas of marketing.

The lecture was held in an interactive format: students actively asked questions and discussed practical aspects of marketing and marketing research.

Following the meeting, students highlighted the high practical value and informative nature of the lecture. In their feedback, they noted that the discussion of analytics and data analysis helped them better understand the role of information in managerial decision-making. In particular, students drew parallels with the well-known idea of Norbert Wiener, the founder of cybernetics, that company management is essentially a process of transforming information into action. Many students also noted that the lecture helped them reconsider possible career paths, particularly the importance of starting a career in marketing with analytics and mastering analytical tools.

Turan University expresses its gratitude to Natalya Ospanova for the insightful and engaging meeting with students and hopes for further development of cooperation in the field of professional education and practice-oriented learning.

Lecture organizers: Associate Professors of the Higher School of Marketing and Logistics — Zh.B. Jumadilayeva and D.K. Ilyasov.