Marketing Department

The Department of Marketing was established in May 1994. Over the years, it has made a significant contribution to the development of educational materials and faculty resources for the “Marketing” major, which was new to the Republic of Belarus.

The founder of Belarusian marketing, Doctor of Economics and Professor Ivan Lyudvigovich Akulich, headed the Department of Marketing from 1994 until January 5, 2021.

The Department of Marketing employs 23 full-time faculty members, including 2 Doctors of Economics and professors, 11 Candidates of Sciences and associate professors, and 5 senior lecturers.

The department chair is Vadim Sergeyevich Golik, Candidate of Economic Sciences and associate professor.

MAJORS

The general higher education program in the specialty 6-05-0412-04 “Marketing” offers the following specializations:
•     “Marketing in Business” (in Russian);
•     “International Marketing” (in Russian).

The advanced higher education program (master’s degree) in the specialty 7-06-0412-04 “Marketing” offers the following specialization:
• “Marketing and Market Analytics” (in Russian).

The advanced higher education (master’s degree) program in the specialty 7-06-0413-01 “Commerce” is offered with the following specialization:
•   “E-commerce and Digital Marketing” for international students in English (an educational program offered in collaboration with the Department of Commercial Activities and Real Estate Markets at the Faculty of Commerce and Tourism Industry of the Belarusian State Economic University).

Advanced higher education (master’s degree) in the 7-06-0311-01 “Economics” program is represented by Module 3:
•   “Integrated Marketing in the Digital Economy,” which covers courses such as “Digital Marketing and Analytics,” “Image Building and Digital Brand Reputation Management,” “Marketing Compliance in the Digital Environment,” and “Neuromarketing Technologies and Behavioral Consumer Economics.”

Graduate Studies, Candidate of Sciences Program (in Russian and English), and Doctoral Program: Specialization 08.00.05 – Economics and Management of the National Economy.

TEACHING AND METHODOLOGICAL WORK

Courses offered by the Department of Marketing:
General Higher Education:

  1. Brand Identity
  2. Internet Marketing
  3. Artificial Intelligence in Marketing
  4. Research and Analysis of Product Markets
  5. Marketing
  6. Marketing in Banking
  7. Marketing in Retail
  8. Marketing in E-commerce
  9. Relationship Marketing
  10. Marketing for Nonprofit Organizations
  11. Services Marketing
  12. International Marketing
  13. Intercultural Communication
  14. Fundamentals of Digital Marketing
  15. Consumer Behavior
  16. Consumer Behavior in Foreign Markets
  17. Strategic Marketing
  18. Artificial Intelligence Theory
  19. Marketing Theory
  20. Quality Management
  21. Customer Experience Management
  22. Marketing Management
  23. International Marketing Management
  24. Pricing Management in Foreign Markets

Advanced higher education (master's degree):

  1. Global Brand Management
  2. Global Marketing
  3. Image Building and Digital Brand Reputation Management
  4. Data Analytics in Marketing
  5. Competitive Strategies in Foreign Markets
  6. Relationship Marketing
  7. Marketing and Society
  8. Marketing Analytics
  9. Marketing Compliance in the Digital Environment
  10. Intercultural Marketing Communications
  11. Research Seminar
  12. Network and Cloud Technologies in Business
  13. Neuromarketing Technologies and the Economics of Consumer Behavior
  14. Marketing Management
  15. Digital Marketing
  16. Digital Marketing and Analytics

A second foreign language (Chinese or another foreign language of the student’s choice) has been added to the 2025 curriculum for the 6-05-0412-04 “Marketing” program, with a specialization in “International Marketing.”


As part of the pilot project “Joint Educational Program of the Belarusian State Economic University (Republic of Belarus) and the Irkutsk National Research Technical University, a Federal State Budgetary Educational Institution of Higher Education (Russian Federation), IRNTU students are being trained using distance learning technologies, leading to the award of two bachelor’s degrees in the major: 6-05-0412-04 (1-26 02 03) “Marketing,” with a specialization in “International Marketing.”

RESEARCH WORK

The department’s main areas of research:
• concepts of sustainable development marketing;
• relationship marketing;
• digital marketing;
• international marketing;
• marketing communications;
• marketing management;
• holistic marketing;
• services marketing.

The Marketing Department’s faculty members conduct research projects. The department places great emphasis on the training of master’s students, graduate students, candidates for scientific degrees, and doctoral candidates. Each year, over 50 scientific papers are published in scientific and practical journals, collections of scientific papers, conference proceedings, and other publications. The department’s faculty members participate in international conferences, particularly those held in the Russian Federation, Uzbekistan, Turkmenistan, and other countries.


The Department of Marketing organizes academic and practical events:
• The “Green Fest” International Youth Environmental Festival;
• The “Ecology. People. Business”;
• a panel discussion as part of the International Scientific and Practical Conference “The Economy of Belarus: Growth, Innovation, Security”;
• a scientific and methodological seminar “Trends in Marketing,” dedicated to Science Day.

The department operates a student research laboratory called “Poisk.” Key areas of research include:
• marketing for organizational sustainability;
• marketing research;
• digital marketing;
• the use of artificial intelligence in marketing.

A branch of the department was established as part of a collaboration with Coca-Cola Beverages Belarus.


The Department of Marketing coordinates a cooperation agreement between the Sino-Belarusian Closed Joint-Stock Company “Industrial Park Development Company” and the Belarusian State Economic University.
Graduates find employment in various business sectors:
• marketing and advertising agencies;
• digital marketing agencies;
• e-commerce companies;
• IT companies; wholesale and retail enterprises; large industrial enterprises;
• fintech;
• banks, etc.

The Research and Teaching School of Marketing is headed by Yuri Ivanovich Enin, Doctor of Economics, Professor, and Professor in the Department of Marketing.


Under the academic supervision of V.S. Golik, Head of the Department of Marketing, the collection of scientific papers *Management and Marketing: Experience and Challenges* is published, dedicated to the memory of the founder of Belarusian marketing, Doctor of Economics and Professor Ivan Lyudvigovich Akulich.

Book

Akulich, I.L. Marketing: A Textbook for Students of Higher Education Institutions Majoring in Economics / I.L. Akulich. – Minsk: BGEU, 2020. – 541 pp.
Akulich, I.L. International Marketing: A Textbook for University Students Majoring in Economics / I.L. Akulich. – Minsk: Tetralit, 2014. – 512 pp.
Akulich, I.L. Fundamentals of Marketing / I.L. Akulich, I.Z. Gerchikov. - Minsk: A.N. Varaksin, 2017. - 412 pp. : ill.
Akulich, I.L. Relationship Marketing / I.L. Akulich. – Minsk: Vysheishaya Shkola, 2010. – 256 pp.
Akulich, I. L. Fundamentals of Marketing: A Practical Guide. Textbook. Minsk: Belarusian State Economic University, 2017.— 383 pp.
Morozovich, O. A. Banking Marketing: Workbook / O. A. Morozovich, E. S. Golomazova, O. I. Milevskaya; Ministry of Education of the Republic of Belarus, Belarusian State Economic University. – Minsk: BGEU, 2020. - 161, [1] pp. : ill.
Sushkevich, E. A. Consumer Behavior: A Practical Guide: Textbook / E. A. Sushkevich. – Minsk: Vysheishaya Shkola, 2020. – 149 pp.
Management and Marketing: Experience and Challenges: Collection of Scientific Papers / Belarusian State Economic University; Edited by V.S. Golik, Ph.D. in Economics, Associate Professor. – Minsk: A.N. Varaksin, 2021. – 386 pp.
Management and Marketing: Experience and Challenges: Collection of Scientific Papers / Belarusian State Economic University; Edited by V.S. Golik, Ph.D. in Economics, Associate Professor – Minsk: A.N. Varaksin, 2022. – 292 pp.
Management and Marketing: Experience and Challenges: A Collection of Scientific Papers / Edited by V.S. Golik, Ph.D. in Economics, Associate Professor – Minsk: A.N. Varaksin, 2023. – 220 pp.
Management and Marketing: Experience and Challenges: A Collection of Scientific Papers / Edited by V.S. Golik, Ph.D. in Economics, Associate Professor – Minsk: A.N. Varaksin, 2024. – 200 pp.

The Department of Marketing invites:
• organizations, scholars, and practitioners to collaborate;
• representatives from the education sector in the Republic of Belarus and other countries to participate in internships.

Custom Research Projects for Organizations

The department offers the following research services:

  1. Development of a marketing plan.
  2. Market segmentation (target audience analysis).
  3. Positioning of products/services.
  4.  Conducting marketing research:
    • competitor analysis;
    • analysis of the product range and the quality of services provided;
    • market analysis;
    • monitoring and analyzing competitors’ product prices;
    • digital advertising analysis;
    • analysis of promotional tools used, and more.
  5. Developing creative ideas, promotional concepts, and advertising campaigns.
  6. Developing strategies for launching new or innovative products (or services) into the market.
  7. Developing strategies and the marketing section of a business plan.
  8. Developing a plan for organizing exhibitions (trade shows).
  9. Developing marketing content (advertising and PR articles, press releases).
  10. Developing PR campaigns.
  11. Providing consulting services on organizing business events.
  12. Assessing competitiveness, etc.

 

Contacts

Address: 26 Partizansky Aprosp., Room 807, Bldg 1

Tel.:+375 17 209 88 67


Fax:+375 17 209 88 67

Email: km@bseu.by