Marketing

Description of the educational program:

Marketer is a specialist whose duties include analysis and study of preferences, customer demand and, as a result, the development of a strategy that will help increase the competitiveness of the company’s products, increase its turnover and profit. The further success, popularity and level of sales of the promoted products depend on the marketer. This person maximally helps the manufacturer to understand and satisfy the needs of the consumer.

Specialty “Marketing” assumes that the marketer is engaged in research and analysis of the consumer market, the activities of competitors. He also develops and implements the company’s own marketing strategy, actively promotes and successfully sells goods and services. The marketer analyzes the information received, draws conclusions and makes optimal decisions. Proceeding from the received results, he develops a complex of marketing, uses the most effective methods, techniques and technologies with a view of fuller and qualitative satisfaction of the consumers’ needs and maintenance of firm activity profitableness.

Specialty code: 6В04104

Academic degree: Bachelor of Economics and Business

Duration of studying:

• 4 years after secondary general education (intramural)
• 3 years after the secondary professional education (intramural)

Form of education: full-time, full-time with the use of remote technologies

Sphere and objects of professional activity

Bachelor of Economics and Business of “Marketing” specialty can carry out analytical, research, organizational, administrative, and educational (pedagogical) activities in the following areas: the study of industry and regional markets, the marketing environment of economic entities of various forms of ownership; improvement of the marketing system of the enterprise; development of the marketing strategy of the enterprise. The scope of marketing is quite wide. Objects of professional activity of graduates are state institutions, service enterprises, various organizations of the economic sphere, production and intermediary enterprises, international chambers of commerce, trading houses, transport and communications, design and research institutes, public organizations, research and production, educational institutions.

Types of professional activity

A Bachelor of Marketing specialty can perform the following types of professional activities:

• Organizational and managerial activity implies the creation of an effective marketing management system for any business entity based on the application of principles and technologies, the scientific, methodological and organizational and technological base of marketing management;
• Production and technological activities are carried out in the form of joint work of the bachelor of marketing with specialists of the departments of human resources management, supply, production and finance for the effective implementation of logistics, production, innovation and marketing activities in order to ensure the competitive advantages of the enterprise in the market;
• Service-operational activity of the bachelor of marketing involves the development of the service policy of the economic entity in the provision of basic and additional services, promotion and quality assurance services; calculation of distribution costs and service efficiency;
• Settlement and project activities include the selection of the organizational structure of the marketing department, the development of the marketing budget and business plan, the implementation of calculations for optimizing the product range, distribution system, goods circulation and promotion; The evaluation of the effectiveness of marketing activities, the development of economically feasible solutions for the management of the value-added activities of the business entity;
• Experimental-research activity of bachelors includes the development of innovation policy through the organization and conduct of research and development and marketing research;
• Educational (pedagogical) activity in this specialty is connected with the functions of teaching disciplines on marketing in general and secondary specialized educational institutions, as well as on courses for improving the qualification and retraining of personnel.

Functions of professional activity

• Development of measures to improve the organization of the units, including planning, forecasting, management of costs and logistics, sales;
• Implementation of market research and market segmentation;
• Participation in development of strategy and tactics of service, marketing budget and business plan of the enterprise;
• Organization, planning and coordination of enterprise management activities and formation of the company’s market strategy;
• Marketing analysis and control;
• Management and control of the enterprise as a whole.

Directions of professional activity

• Planning of marketing activities;
• Organization and conduct of marketing research;
• Evaluation of the company’s marketing capabilities (SWOT analysis, GAP analysis, STEP analysis);
• Development of corporate strategy;
• Development of functional strategies;
• Development and improvement of commodity and price policy;
• The organization of the system of marketing and commodity circulation in the market;
• Application of marketing communications for promotion of goods and services in the market;
• Implementation of marketing strategies that provide competitive advantages in the market;
• Carrying out of audit, auditing and control of marketing activity.

Partners and branches of the Department

• Kazakhstan Marketing Association
  The Kazakhstan Marketing Association was established at the Department of Marketing and Logistics of Turan University. The Association actively conducts various events, both for the educational process and for business.
• A full-cycle advertising agency “Pozitiv Media”, a branch of the department
  Engaged in the production of outdoor advertising, media planning, targeted and contextual advertising, advertising in the media and other activities in the field of production and distribution of advertising
• JSC “Bacchus”
  Bacchus is the oldest winery in Central Asia. For seventy years, the company has been creating wine, champagne and cognac. All this time, the company has been improving technologies, bringing the best equipment from all over the world, learning from professionals and exchanging experience with the most famous winemakers in the world.

Core competencies

In accordance with the high requirements for the competence of modern specialists, a graduate of “Marketing” specialty should have the following core competencies:

Universal (general) competencies:

• General scientific
• Instrumental
• Social and personal
• General cultural

Subject-specific (professional) competencies:

• General professional
• Profile and special

Advantages of “Marketing” educational program:

• Usage of interactive teaching methods (interactive lectures, case studies, role-playing and business games, presentations, business projects);
• Practical-oriented training (master classes, guest and binary lectures with the invitation of practitioners, retreats in commercial structures);
• Application of computer technologies (online testing on the site kahoot.it, online classes based on Adobe connect software, solution of applied optimization tasks and conducting business games in the Exel program, marketing analysis using the Marketing Expert program, computer testing using the Econom and U-3 testing programs);
• In-depth studying of the English language with the collecting of a corresponding certificate;
• Completing a graduate and pre-diploma internship in leading companies;
• Settlement of the curriculum of “Marketing” specialty with educational programs of foreign universities for the implementation of two-diploma education programs;
• High percentage of the specialty graduates employment.

Career prospects (professions)

Marketer is one of the most promising and creative professions. Graduates get many opportunities, because, they are opened not only to simple highly specialized positions but also to the top management level. In fact, a marketer can become an assistant of the Executive manager of a firm at a strategic level. As a rule, the head of marketing in the company is a commercial director or vice-president of marketing. Marketers always have something to strive for and where to grow. This allows you to improve yourself constantly, self-educate, improve your professional level, even staying at the very top of success. The work of the marketer is very interesting, creative, promising and highly paid.

One of the main advantage of this profession is a wide range of its applications, as well as the ability to use all new tools and technologies. Having such a huge amount of knowledge, skills and abilities, graduates of the specialty can easily find themselves in various fields of activity.

If we talk about the career prospects of marketers, then there are several ways. Marketing is in demand in any company interested in analyzing competitors and markets. Such specialists were initially aimed at marketing support for managerial decisions, and the logical continuation of their career is to grow to top positions, the intermediate positions on the way to which may be the positions of the director for development, strategic planning and so on. You can develop in branding, and engage in both the promotion of trade marks, for example, in the FMCG industry, and directly in branding or rebranding companies.

The Master’s program of the specialty – “Marketing” is aimed at training specialists in the field of marketing. Marketing specialists are responsible for conducting market research, searching for potential customers, identifying their needs and preferences, segmentation and selection of target market segments, positioning the company and its individual products, forminf the product range, creating and “promoting” the brand, setting a system of prices and discounts, developing of means of promotion and communication impact on consumers, “designing” distribution channels and product delivery to the final buyer.

Graduates of educational program – “Marketing” have all the necessary knowledge and practical skills for qualified activities in various areas, including strategic and operational marketing planning, product policy, price policy, distribution policy (distribution channel solutions), communication policy ( promotion decisions).

In the learning process, priority is given to modern forms of conducting classes, analyzing business situations, group discussions, preparing business projects, and information technologies related to various aspects of marketing activities.

Specialty code:

7M04105 – Scientific and pedagogical master program

7M04112 – Profile master program

Academic degree:

• At the end of the scientific and pedagogical masters – Master of Economic Sciences in the specialty “Marketing”
• At the end of the profile master program – Master of Economics and Business, specialty “Marketing”

Form of education: Full-time

Period of study:

• 2 years – scientific and pedagogical direction
• 1 year – profile direction

Eductional programs

The peculiarity of the educational program “Marketing” is the practical orientation of the program, the integration of business education (in the development of the educational program is actively involved representatives of the Kazakhstan marketing Association) and compliance with modern trends of education in the field of marketing. Students are actively involved in the activities of KAM, also representatives of the Association conduct workshops, trainings, master classes, seminars. Features and advantages of the educational program “Marketing»:

• Innovative courses of the educational program that meet the modern requirements of the market and the needs of employers: “Digital marketing”, “Trade marketing”; “Marketing management of the competitiveness of the enterprise”; “Innovative marketing”, “Practical marketing”, “Media planning”, “Social marketing”, “Neuromarketing”, ” Modern technologies of marketing research»;
• The use of interactive teaching methods (interactive lectures, promotional videos, case studies, role and business games, presentations, business projects), contributing to the formation of key competencies;
• Practice-oriented training (master classes, guest and binary lectures with the invitation of practitioners, off-site classes in commercial structures, excursions to the company, the involvement of practicing marketers of leading companies and representatives of the KAM to conduct classes);
• The use of computer technology in the educational process (online testing on the website kahoot.it, conducting classes online on the basis of Adobe connect software, solving applied optimization problems and conducting business games in the Excel program, conducting marketing analysis using the Marketing Expert program, computer testing using the testing programs Econom and U-3, using the Internet tool Google Forms for online survey);
• Active participation of undergraduates in research conferences and round tables held under the auspices of the KAM, in the competition of business projects “Turan Innovations”, in the scientific conference “Zhas Turan”, attracting students to the development of scientific projects of the chair “Marketing and logistics” and participation in competitions and competitions of national and international importance, where they win prizes;
• Formation and development of imagination, creative thinking of students in the process of practical tasks, press conferences, presentations, business projects, etc., which contributes to the adoption of optimal and effective marketing decisions, including non-standard and original;
• Significant demand for graduates of the University “Turan” of the specialty” Marketing”, who possess a fairly high qualification and professional competence, as evidenced by their high percentage of employment.

Current and exclusive courses

• Marketing strategies of the enterprise
• Innovative marketing
• Integrated marketing communication
• Guerrilla marketing
• Digital marketing
• Technologies of goods and services promotion
• Practical marketing
• Trade-marketing
• Modern technologies of marketing research
• Neuromarketing
• Marketing in the franchising system
• Social marketing
• Sales management
• Media planning

Our partners

• Kazakhstan Marketing Association
• Communication Agency “Askarbekov and Plankion Group”
• Tiketon LLP
• Challenger Group
• LLP “Retail.kz”
• The company “LG Electronics Almaty Kazakhstan”
• International Business Academy ID-GROUP
• SolBridge International School of Business Woosong University
• Center for business information, sociological and marketing research BISAM
• Academy of Marketing of the Republic of Kazakhstan
• Российский экономический университет имени Плеханова
• London School of Marketing
• Agency for Marketing and Sociological Research DAMU Research Group

Career prospects (professions)

Marketing is one of the most promising and creative professions.   In fact, a marketing specialist can become an assistant to the first person of the company at the strategic level. As a rule, a marketing specialist in the company is a commercial Director or Vice President of marketing. One of the main advantages of this profession is a wide range of its application, as well as the ability to use all new tools and technologies.  Marketing is in demand in any company interested in analyzing competitors and markets. Such specialists are initially aimed at marketing support of management decisions, and the logical continuation of their career is the growth to the top positions, intermediate on the way to which may be the position of development director, strategic planning, etc.

The educational program of doctoral PhD studies in the specialty 8D04105 – “Marketing” is built on the enhanced integration of educational, methodological and research activities, focused on the training of scientific and pedagogical staff in the field of economic sciences.

The basis of the fundamental educational program of doctoral studies are innovative courses, highly qualified teaching staff, foreign scientists. Scientific and applied research of doctoral students is carried out within the scientific schools of the leading scientists of Kazakhstan.

Specialty code: 8D04105

Academic degree: Doctor of Philosophy (PhD)

Two entrance exams:

– foreign language

– in the specialty.

Form of training: full-time

Duration of study: 3 years

Languages of study: Kazakh, Russian

Conditions of training: training is carried out on state grants and on a paid basis.

The teaching staff of the program “Marketing” in the Doctoral studies are highly qualified teachers with degrees of candidates and doctors of sciences, PhDs, with extensive experience in scientific and pedagogical activities and practical work in businesses, with a large number of publications in journals indexed in the database Scopus; prepared the staff of doctors of PhD, who are managers or executors of research topics and projects, as well as supervisors of students and graduate students – winners of the Republic Olympiads and international competitions.

Research work of the Department of Marketing and Logistics is an integral part of the educational process as a whole, the most important factor in strengthening the intellectual potential, the basis for the constant updating of educational and methodological support.

Leading teaching staff of the department carry out applied research on topical problems of marketing. Doctoral students of the specialty “Marketing” will be involved in the research project of the department “Digital technologies and innovative methods in marketing”, which will allow them to form and develop research and analytical skills.

The distinctive features of the educational program “Marketing” of “Turan” University consist in its uniqueness, which is characterized by the following features:

• International NAAR accreditation for 7 years and ACQUIN for 8 years. This is not just international recognition, it means that the diploma of a graduate of ЕP “Marketing” of “Turan” University will be recognized and quoted abroad for employment, as well as for admission to foreign doctoral programs; steadily high ratings of ЕP “Marketing” of “Turan” University in the ratings of NAAR and Atameken indicate the prestige of the specialty and that our educational program meets international standards and requirements of the Ministry of Science and Higher Education of RK;
• Innovative courses of the educational program that meet modern market requirements and employers’ demands: “Modern Marketing Theory and Practice”, “Digital Technologies and Innovative Methods of Marketing”, “Marketing Digital Communications”; during the study of these disciplines doctoral students will learn modern digital technologies and innovative marketing methods (artificial intelligence, augmented and virtual reality, innovations in advertising, SMM, methods and tools of guerrilla marketing, design thinking, crowdfunding, neuromarketing, etc.);
• Integration of business and education (under the Department of “Marketing and Logistics” of “Turan” University the Kazakhstan Marketing Association was established; it is a community of professional marketers and teachers. Kazakhstan Marketing Association actively carries out various marketing activities both for the educational process and for business, publishes interesting and useful articles on marketing issues on the website and in social networks. The teaching staff of the Department, who teach in the “Marketing” program, actively cooperates with KAM: the Association organizes and conducts training seminars and trainings for teachers; KAM representatives teach undergraduate classes; conduct master classes for students; participate in conferences and round tables);
• Specialized and teaching laboratories (Department of Marketing and Logistics has two specialized laboratories for the EP “Marketing”: 1) Apple Digital Lab (218 room); 2) Laboratory “Kazakhstan Marketing Association” (204 room).

The digital lab has a package of specialized software installed on the computers for work in the field of Digital Marketing. It is also possible to create promotional posters and graphic content for social networks using Over, Photoshop Mix and Tayasui Sketches School applications.

Turan University doctoral students who receive training in the Apple Digital Lab will not only learn how to communicate with their target audience in a language they understand, but will also be able to create commercially meaningful projects that will allow them to be successful and competitive;

• the use of computer technology in the learning process (online testing at kahoot.it, solving applied optimization tasks and conducting business games in Excel, marketing analytics using Marketing Expert, Google Analytics, Yandex Metrika systems, computer testing using LMS Canvas program, using Internet services Google Forms and Survey Monkey to conduct online surveys, using Chat GPT site to generate advertising posts, content for social networks, performing various practical tasks.

These features of EP “Marketing” of “Turan” University distinguish it from similar programs of other universities and represent its uniqueness and competitive advantages.

• Modern Marketing Theory and Practice
• Digital technologies and innovative methods in marketing
• Marketing digital communications
• Marketing 5.0: advanced marketing technologies.

• Lomonosov Moscow State University (Russia)
• University of Applied Sciences / Hochschule Zittau/Görlitz (Germany)
• The Bucharest University of Economic Studies (Romania)
• Varna University of Management (Bulgaria)
• University of Economics – Varna (Bulgaria)
• Financial University under the Government of the Russian Federation (Russia)
• Plekhanov Russian University of Economics (Russia)
• I. Lobachevsky National Research University of Nizhny Novgorod (Russia)
• Musa Ryskulbekov Kyrgyz University of Economics (Kyrgyzstan)
• Institute of World Economy and International Relations (Kazakhstan)
• Institute of Economics, Committee of Science, Ministry of Science and Higher Education of the Republic of Kazakhstan
• International Business Academy ID-GROUP.

The fundamental knowledge, skills and practices acquired during doctoral studies significantly improve graduates’ employment and career prospects within and outside of academic field.

Doctoral students of EP Marketing obtain key competencies that meet the requirements of the market and employers’ demands:

• ability to conduct scientific research, statistical processing of scientific information using modern technologies and quantitative methods of data collection and processing, methods of mathematical modeling;
• skills of writing scientific articles in accordance with the requirements of international scientific journals;
• ability to apply digital technologies in marketing activities, promote and sell products using digital marketing tools;
• the ability to develop innovative technologies, products and projects;
• skills to develop marketing models, technologies and mechanisms.

Employers appreciate the potential and research abilities of doctoral students, their ability to integrate knowledge from different sources, and their ability to work at the boundaries of academic and professional knowledge.

Graduates of doctoral programs in Marketing can work in any field in the following positions:

• Commercial Director;
• Vice President of Marketing;
• Director of Marketing Department;
• Internet Marketer;
• Head of SMM;
• Big Data Analyst;
• Specialist in artificial intelligence technologies;
• Specialist in augmented and virtual reality;
• Product Manager;
• Innovation Project Manager;
• Associate Professor, etc.