- to explain and apply the basic marketing concepts;
- to identify marketing strategies as applied to segmentation, targeting, and positioning;
- to explain branding, brand equity and competition;
- to explain marketing research, distribution channels, retailing, and integrated marketing communication;
- to explain local, regional, and global strategies as to design and implement tactical and strategic marketing tools as well as differentiating adaptation and standardization.
At successful completion of the BMKT program, graduates will be able to:
- describe sales and marketing processes and conduct market research;
- explain the importance of customer satisfaction, creating customer value and the customer relationship to management;
- apply tactical and strategic marketing to acquire and retain customers in an ethical manner;
- analyze consumer behavior, consumer and industrial markets, and the development process of new products;
- evaluate local, regional, and global markets’ strategies in the context of globalization;
- describe and apply the concepts and theories of ethics as they apply to the field of Marketing.
To earn the Bachelor of Marketing degree, students must complete 146 KIMEP or 240 ESTS credits. The following table illustrates the structure of the Program.
| Category of courses | KIMEP Credits | ECTS Credits |
| General Education | 36 | 56 |
| Program Foundation | 68 | 112 |
| Program Specialization | 36 | 60 |
| Final Attestation | 6 | 12 |
| TOTAL | 146 | 240 |
General Education Courses (56 ECTS/36 KIMEP Credits)
The General Education component consist of two parts:
(1) General Education required courses (33 KIMEP /51 ECTS credits),
(2) General Education elective Courses (3 KIMEP/5 ECTS credits).
The following table illustrates the requirements of the General Education component of the program.
| Code | General Education Courses | ECTS Credits | KIMEP Credits | Prerequisite |
| General Education Required Courses | 51 | 33 | ||
| GEN/IRL 1000 | Modern History of Kazakhstan | 5 | 3 | None |
| GEN/OPM 1300 or GEN/OPM 2301 |
Information and Communication Technologies or Business Computer Applications | 5 | 3 | None |
| GENXXXX | Physical Education | 8 | 4 | None |
| GENXXXX | Module of socio-political courses | 8 | 8 | None |
| KAZ/RUS2101 | Kazakh (Russian) Language 1 | 5 | 3 | None |
| KAZ/RUS2102 | Kazakh (Russian) Language 2 | 5 | 3 | None |
| ENG 1110/
GEN1010 |
Academic Listening and Note Taking | 5 | 3 | None |
| ENG 1120 | Academic Reading and Writing 1 | 5 | 3 | None |
| GEN/IRL 2500 or GEN/IRL 2510 |
Introduction to Philosophy or Principles of Ethics | 5 | 3 | None |
| General Education Elective Course | 5 | 3 | ||
| GENXXXX | General Education course | 5 | 3 | |
| TOTAL | 56 | 36 | ||
Program Foundation Courses (112 ECTS/68 KIMEP credits)
The Program Foundation component consist of two parts:
(1) Program foundation required courses (32 KIMEP /52 ECTS credits)
(2) Program foundation elective courses (36 KIMEP/60 ECTS credits)
The following table illustrates the requirements of the Program Foundation component of the program.
|
Program Foundation Courses |
ECTS Credits | KIMEP Credits | Prerequisite | |
|
Program Foundation Required Courses |
52 | 32 | ||
| BUS4251.1 | Internship Program I | 2 | 1 | 30 KIMEP credits completed |
| MKT4251.2/MKT4201.2 | Internship Program in Marketing II/ Cases in Marketing (substitute) | 2 | 2 | 60 KIMEP credits and BUS4251.1 |
| ENG/GEN1100 | Academic Speaking | 5 | 3 | ENG 1110/
GEN1010 |
| ENG/GEN1121 | Academic Reading and Writing 2 | 5 | 3 | ENG 1120 |
| KAZ2103 OR RUS2103 | Professional Kazakh (Russian) | 3 | 2 | None |
| FIN2105 | Business Microeconomics | 5 | 3 | None |
| FIN2106 | Business Macroeconomics | 5 | 3 | None |
| MGT3001 | Principles of Management | 5 | 3 | None |
| ACC2102 | Financial Accounting I | 5 | 3 | None |
| FIN3121 | Principles of Finance | 5 | 3 | ACC2102 |
| IFS2203 | Management Information Systems | 5 | 3 | GEN/OPM1300/ 2301 |
| MKT3130 | Principles of Marketing | 5 | 3 | None |
|
Program Foundation Elective Courses |
60 | 36 | ||
| XXXX | Elective 1 | 5 | 3 | |
| XXXX | Elective 2 | 5 | 3 | |
| XXXX | Elective 3 | 5 | 3 | |
| XXXX | Elective 4 | 5 | 3 | |
| OPM3131 | Introduction to Operations Management | 5 | 3 | GEN2402 |
| GEN2402 | Business Statistical Analysis | 5 | 3 | MATH1202/
GEN1201 |
| ACC2201 | Management Accounting I | 5 | 3 | ACC 2102 |
| FIN3101 | Financial Institutions and Markets | 5 | 3 | FIN2106 |
| LAW2202 | Business Law | 5 | 3 | None |
| MGT4201 | Strategy and Business Policy | 5 | 3 | MGT3001, MKT3130, FIN3121, ACC2201 |
| OPM3011 | Decision Techniques and Tools | 5 | 3 | GEN1201/
MATH1202, FIN3121 |
| GEN1201 | Mathematics for Business and Economics | 5 | 3 | None |
| TOTAL | 112 | 68 | ||
Program Specialization Courses (36 KIMEP/ 60 ECTS credits)
The Program Specialization component consists of two parts:
(1) Required specialization courses (27 KIMEP credits/ 45 ECTS) and
(2) Elective specialization courses (9 credits/ 15 ECTS).
The following table illustrates the requirements of the Program Specialization component of the program.
|
Program Specialization Courses |
ECTS Credits | KIMEP Credits | Prerequisite (Code) | |
| Program Required Specialization Courses | 45 | 27 | ||
| MKT3277 | Sustainable Marketing | 5 | 3 | MKT3150 |
| MKT3210 | Services Marketing | 5 | 3 | MKT3150 |
| MKT3201 | Consumer Behaviour | 5 | 3 | MKT3150 |
| MKT3202 | Marketing Communications | 5 | 3 | MKT3150 |
| MKT3214 | Brand Management | 5 | 3 | MKT3150 |
| MKT3150 | Strategic Marketing | 5 | 3 | MKT3130 |
| MKT4203 | Marketing Research | 5 | 3 | MKT3150 |
| MKT4251.3 | Internship Program in Marketing III | 5 | 3 | MKT4251.2/
MKT4201.2 |
| MKT4210 | Digital Marketing | 5 | 3 | MKT3202 |
| Program Elective Specialization Courses | 15 | 9 | ||
| MKT3216 | New Product Development | 5 | 3 | MKT3130 |
| MKT3205 | Retailing | 5 | 3 | MKT3130 |
| MKT3212 | Fundamentals of Selling | 5 | 3 | MKT3130 |
| MKT3221 | Tourism Practices and Principles | 5 | 3 | MKT3130 |
| MKT3222 | Cross-Cultural Tourism Marketing | 5 | 3 | MKT3130 |
| MKT3223 | Niche Tourism | 5 | 3 | MKT3130 |
| MKT3275 | Advertising Management | 5 | 3 | MKT3202 |
| MKT4201 | Cases in Marketing | 5 | 3 | MKT3150 |
| MKT4208 | International Marketing | 5 | 3 | MKT3150 |
| MKT4219 | Event Marketing | 5 | 3 | MKT3150 |
| MKT4299 | Selected Topics in Marketing | 5 | 3 | MKT3150 |
| MGT3215 | Hospitality Management | 5 | 3 | MGT3001 |
| TOTAL | 60 | 36 | ||
Final Attestation (6 KIMEP credits/12 ECTS)
The Final Attestation component consists of the following three parts:
(1) Research Methods in Business Studies (3 KIMEP credits / 5 ECTS)
(2) State Examination (1 KIMEP credit / 3 ECTS)
(3) Thesis/ State Specialized Examinations (2 KIMEP credits / 4 ECTS)
| Final Attestation | ECTS Credits | KIMEP Credits | Prerequisite | |
| BUS3300 | Research Methods in Business Studies | 5 | 3 | Completion of General Education and Program courses |
| MKT4277 | State examination | 3 | 1 | |
| MKT4275/
MKT4280/ MKT4290 |
Thesis/State examination (2) | 4 | 2 | |
| TOTAL | 12 | 6 | ||
MAJORS
The students can choose one of the following majors:
- Marketing Communications
- Branding
- Tourism and Hospitality
Marketing Communications (36 KIMEP credits / 60 ECTS)
Marketing Communications students learns the activities of advertising, public relations, sales promotion, direct marketing, personal selling and digital marketing into a single professional field of expertise. Students will develop knowledge and skills in oral, written and visual modes of communication. The may also be employed in marketing departments of local and international companies, developing integrated marketing communications strategies and activities.
To gain major in Marketing Communications students are required to take the following courses:
Marketing Communications (36 KIMEP credits / 60 ECTS)
| Course Code | Course Title | ECTS Credits | KIMEP Credits |
| All 9 Program Required Specialization Courses | 45 | 27 | |
| MKT3212 | Fundamentals of Selling | 5 | 3 |
| MKT3275 | Advertising Management | 5 | 3 |
| MKT4219 | Event Marketing | 5 | 3 |
| TOTAL | 60 | 36 | |
Branding (36 KIMEP credits / 60 ECTS)
Students will learn marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. They are expected to be hired by global advertising PR and event agencies as brand managers, media planners and event managers. The may also be employed in marketing departments of local and international companies, developing integrated branding communications strategies and activities.
To gain major in Branding, students are required to take the following courses:
| Course Code | Course
Title |
ECTS Credits | KIMEP Credits |
| All 9 Program Required Specialization Courses | 45 | 27 | |
| MKT3216 | New Product Development | 5 | 3 |
| MKT3275 | Advertising Management | 5 | 3 |
| Any one course from: | |||
| MKT3205 MKT3212 | Retailing
Fundamentals of Selling |
5 | 3 |
| TOTAL | 60 | 36 | |
Tourism and Hospitality Management (36 KIMEP credits / 60 ECTS)
The Tourism and Hospitality Management specialization prepares students to understand, analyze, synthesize and apply practical skills and theoretical concepts to the successful management and marketing in a diverse range of organizations including hotels and other accommodations, airlines, attractions, consulting companies, travel agencies, regional tourism organizations, educational institutions and government.
To gain major in Tourism and Hospitality Management students are required to take the following courses:
| Course Code | Course
Title |
ECTS Credits | KIMEP Credits |
| All 9 Program Required Specialization Courses | 45 | 27 | |
| MKT3222 | Cross-Cultural Tourism Marketing | 5 | 3 |
| MGT3215 | Hospitality Management | 5 | 3 |
| MKT3221 | Tourism Practices and Principles | 5 | 3 |
| TOTAL | 60 | 36 | |
MINORS
Minors for students of the Bang College of Business
Students are free to choose among different minors. They can also graduate without taking any minor. Graduating without a minor provides more flexibility in selecting elective courses because major requires students to take a particular set of courses.
To gain a minor the BCB students shall take particular courses for a total of 9 KIMEP credits/15 ECTS. A particular course cannot be counted towards both a specialization and a minor.
Table below lists the requirements for Minors for the BCB students.
| Minor Area | Code | Course Title | KIMEP Credits | ECTS Credits | Prerequisite |
| Accounting
(any 3 courses) |
ACC3101 | Financial Accounting II | 3 | 5 | ACC2102 |
| ACC3201 | Intermediate Financial Accounting I | 3 | 5 | ACC3101 | |
| ACC3202 | Intermediate Financial Accounting II | 3 | 5 | ACC3201 | |
| ACC3212 | Accounting Information Systems | 3 | 5 | ACC3101 | |
| ACC3110 | Management Accounting II | 3 | 5 | ACC2201 | |
| Finance | FIN3210 | Corporate Finance | 3 | 5 | FIN3121 |
| FIN3101 | |||||
| FIN3220 | Investments | 3 | 5 | FIN3121 | |
| FIN3101 | |||||
| FIN3230 | Financial Institutions Management | 3 | 5 | FIN3121 | |
| FIN3101 | |||||
| Information Systems in Business
(any 3 courses) |
IFS3202 | Database Management Systems in Business | 3 | 5 | GEN/OPM 1300 or GEN/OPM2301 |
| CIT1303 | Information Systems and Networking | 3 | 5 | GEN/OPM 1300 or GEN/OPM2301 | |
| CIT3745 | Information Security Management | 3 | 5 | GEN/OPM 1300 or GEN/OPM2301 | |
| IFS4204 | Decision Support System | 3 | 5 | GEN/OPM 1300 or GEN/OPM2301 | |
| Computer Applications | CIT2731 | Digital Graphics in Business | 3 | 5 | GEN/OPM 1300 or GEN/OPM2301 |
| IFS4204 | Decision Support System | 3 | 5 | GEN/OPM 1300 or GEN/OPM2301 | |
| CIT3734 | Web Technologies in Business | 3 | 5 | GEN/OPM 1300 or GEN/OPM2301 | |
| Management (any 3 courses) | MGT3206 | Leadership and Motivation | 3 | 5 | MGT3001 |
| MGT3208 | Innovation Management | 3 | 5 | MGT3001 | |
| MGT3210 | International Business | 3 | 5 | MGT3001 | |
| MGT3212 | Organizational Behavior | 3 | 5 | MGT3001 | |
| Leadership | LDP3201 | Leadership: Principles and Best Practices | 3 | 5 | MGT3001 |
| LDP4201 | Leadership: Making Principles Work | 3 | 5 | MGT3001 | |
| LDP4202 | Leadership in Action | 3 | 5 | LDP 3201 LDP4201 | |
| Human Resources Management | MGT3204 | Human Resource Management | 3 | 5 | MGT3001 |
| MGT4208 | Training and Development | 3 | 5 | MGT3204 | |
| MGT4210 | Compensation and Performance Management | 3 | 5 | MGT3204 | |
| Entrepreneurship | MGT3211 | Principles of Entrepreneurship | 3 | 5 | MGT3001 |
| MGT3216 | Business Model Innovation | 3 | 5 | MGT3211 | |
| MGT3217 | Building and Accelerating the Venture | 3 | 5 | MGT3211 | |
| Marketing (MKT3150 and any 2 other courses) | MKT3150 | Strategic Marketing | 3 | 5 | MKT3130 |
| MKT3201 | Consumer Behavior | 3 | 5 | MKT3150 | |
| MKT3202 | Marketing Communications | 3 | 5 | MKT3130 | |
| MKT3214 | Brand Management | 3 | 5 | MKT3150 | |
| MKT4203 | Marketing Research | 3 | 5 | MKT3150 | |
| Tourism and Hospitality Management | MKT3222 | Cross Cultural Tourism Marketing | 3 | 5 | MKT3130 |
| MKT3221 | Tourism Practices and Principles | 3 | 5 | MKT3130 | |
| MGT3215 | Hospitality Management | 3 | 5 | MGT3001 |
MERIT CERTIFICATES
In order to be eligible for the merit certificates under each Bachelor program, a student must:
- Take a set of three courses, offered by the BCB undergraduate programs, in a respective area.
- Meet exit criteria of a minimum overall GPA 4.00 in all courses required for a respective certificate.
III. All prerequisites must be met (waive of prerequisites, concurrent registration, CSS courses as equivalence of BCB courses are NOT allowed).
Merit Certificate in Auditing (9 credits / 15 ECTS)
| Required courses: | |
| ACC4203 | Auditing |
| ACC4209 | Fraud Examination |
| ACC4216 | Professional Auditing |
Merit Certificate in Taxation (9 credits / 15 ECTS)
| Required courses: | |
| ACC3205 | Principles of Taxation |
| ACC3210 | Taxation in Kazakhstan |
| ACC4240 | Taxation of Multinational Enterprises |
Merit Certificate in Corporate Finance and Investment Management (9 credits / 15 ECTS)
| Required courses: | |
| FIN4224 | International Financial Management |
| FIN4212 | Mergers and Acquisitions |
| FIN4221 | Investment Banking |
Merit Certificate in Financial Institutions and Risk Management (9 credits / 15 ECTS)
| Required courses: | |
| FIN3230 | Financial Institutions Management |
| FIN4224 | Introduction to Financial Derivatives |
| FIN4232 | Risk Management |
Merit Certificate in Marketing Communications and Branding (9 credits / 15 ECTS)
| Required courses: | |
| MKT3202 | Marketing Communications |
| MKT3201 | Consumer Behavior |
| MKT3214 | Brand Management |
Merit Certificate in Tourism and Hospitality Management (9 credits / 15 ECTS)
| Required courses: | |
| MKT3221 | Tourism Practices and Principles |
| MGT3215 | Hospitality Management |
| MKT3222 | Cross-Cultural Tourism Marketing |
CERTIFICATE IN LEADERSHIP
The purpose of the Leadership Development Program is to help KIMEP students develop the necessary skills to assume key positions in Kazakhstani business and government. It focuses on the practical application of leadership skills, ending in a supervised internship. Those students who fulfill all Program requirements listed below receive a Certificate in Leadership.
Certificate in Leadership (9 credits / 15 ECTS)
| Required courses: | |
| LDP3201 | Leadership: Principles and Best Practices |
| LDP4201 | Leadership: Making Principles Work |
| LDP4202 | Leadership in Action |
MARKETING AREA
MKT3130 Principles of Marketing (3 Credits; 5 ECTS)
Prerequisites: None
The aims of this course are to provide students with a basic understanding of the constituent elements of the marketing function in organizations. The course will develop analytical and diagnostic skills in dealing with marketing situations. Students will learn how marketing objectives are matched with marketing strategies and programs.
MKT3150 Strategic Marketing (3 Credits; 5 ECTS)
Prerequisites: MKT3130 Principles of Marketing
This class involves an in depth study of marketing management, with emphasis on the marketing environment, development of marketing strategies, formulation of policies, and, critically, the integration of marketing with other functional areas of business.
MKT3201 Consumer Behavior (3 Credits; 5 ECTS)
Prerequisites: MKT3150 Strategic Marketing
This course will provide the students with knowledge of key concepts of Consumer Behavior Science and their use in developing marketing strategies. This will include analysis of external and internal influences on consumer behavior; consumer decision-making process; concepts of consumer strategy and tactics; the importance of product image and brands; and, store image influence consumer purchases.
MKT3202 Marketing Communications (3 Credits; 5 ECTS)
Prerequisites: MKT3150 Strategic Marketing
This course is designed to introduce students to the main aspects of the marketing communication mix as well as marketing communications strategy. This knowledge will develop them as future marketing managers, who will be able to lead a company’s communications. By the end of the course students will be able to define and develop a company’s marketing communications strategy; brief advertising agencies about message style and media used for promotional campaign; and, evaluate advertising agency proposals.
MKT3205 Retailing (3 Credits; 5 ECTS)
Prerequisite: MKT3130 Principles of Marketing
This course investigates the structure of the retailing industry. Issues covered include retailing trends, retail store organization, and tools for understanding retail consumers. Store location, design, and layout are examined as the core of understanding the basic fundamentals of operating a retail business.
MKT3210 Services Marketing (3 Credits; 5 ECTS)
Prerequisites: MKT3150 Strategic Marketing
This course focuses on the specific issues facing successful marketers in the service sector. Marketing of services, including promotion and pricing practices and strategies, are discussed in detail as is in-depth practical knowledge of franchising and specific services sectors.
MKT3212 Fundamentals of Selling (3 Credits; 5 ECTS)
Prerequisite: MKT3130 Principles of Marketing
The fundamentals of selling and sales management will be studied in this course to ensure students understand the role of personal selling in the company promotional program, customers’ buying behavior, sales process, and functions of a sales manager. The students will practice the skills necessary for effective communication and successful selling. Prospecting and approaching customers, sales presentation, handling objections, and closing and follow-up techniques will be studied in detail. Sales planning, developing, and directing sales forces as well as evaluating the performance of the sales aspect of organizations will contribute to the students’ understanding of sales management.
MKT3214 Brand Management (3 Credits; 5 ECTS)
Prerequisites: MKT3150 Strategic Marketing
This course addresses important branding decisions faced by organizations. Its’ basic objectives are firstly to increase understanding of the important issues in planning and evaluating brand strategies. Secondly, the course provides the theories, models, and other tools to make better branding decisions. Thirdly, the course provides a forum for students to apply these principles using practical examples. Particular emphasis is placed in the course on understanding psychological principles at the customer level that will improve managerial decision-making with respect to brands. A central aim of the course is to make these concepts relevant for any type of organization (public or private, large or small).
MK3216 New Product Development (3 Credits; 5 ECTS)
Prerequisites: MKT3130 Principles of Marketing
This course addresses important marketing issues involved in developing new product and is based in the strategy of the firm and includes the marketing, manufacturing, finance, engineering and R&D functions. In the context of the course the term “new product” is related to anything new and creative including a product concept, an advertising slogan, the new design of packaging, and a new logo among others. One unique feature of this course is to get students understanding and managing new-product marketing processes.
MKT3221 Tourism Practices and Principles (3 Credits; 5 ECTS)
Prerequisite: MKT3130 Principles of Marketing
Through an interdisciplinary approach this course introduces students to the nature of tourism and hospitality from both an industry and a social perspective. The course imparts knowledge and comprehension by introducing research skills, the development of critical analysis and encourages the articulation of concepts and opinions. Students will be made aware of the development of “system thinking” and its application in both the tourism and the hospitality industry.
MKT3222 Cross-Cultural Tourism Marketing (3 Credits; 5 ECTS)
Prerequisite: MKT3130 Principles of Marketing
Through an active participation in this course the student will develop an understanding of culture as a tourism product, as well as cross-cultural tourism marketing and its place in tourism. The perspectives include the fundamental – what is culture and how are representations embodied in specific products and communication channels, the global and comparative – how is the nature of culture changing in a global economy from tourism marketing point of view and how can tourism business respond to the challenge, developing tourism that is culturally sustainable?
MKT3223 Niche Tourism (3 Credits; 5 ECTS)
Prerequisite: MKT3130 Principles of Marketing
Niche Tourism examines one of the fastest growing areas within the tourism sector. This course provides an integrated picture of specialty/niche tourism as a whole looking at both the ‘macro’ and ‘micro’ niche area. It has a comprehensive theoretical framework, and discusses initiatives, policies and strategies adopted internationally. With an emphasis on linking theory to practice, it is underpinned by up-to-date international case studies from around the world. Divided into 3 parts, it covers a variety of aspects under the headings of special interest tourism, tradition and culture base tourism and activity-based tourism.
MKT3275 Advertising Management (3 Credits; 5 ECTS)
Prerequisites: MKT3202 Marketing Communications
This course analyses the principles and practices of advertising from a managerial viewpoint. The purpose of the course is to familiarize the student with the process of developing and managing advertising. The course considers the reasons to advertise products and market analyses in the planning phase of the advertising program. This stage also includes media selection, creation, and production of advertisements, copy testing and development of advertising budgets.
MKT3277 Sustainable Marketing (3 Credits; 5 ECTS)
Prerequisites: MKT3150 Strategic Marketing
Sustainable Marketing course will introduce students to the concepts of social and environmental sustainability principles applied to marketing activities of organization. The course will demonstrate students how to optimize marketing decisions with respect to nature and society well being. Participants will learn concepts like Triple Bottom Line, Natural capitalism, cradle-to-cradle design, and other. It is expected to demonstrate that implementation of sustainability principles to marketing activities can improve performance and profitability of business organization.
MKT4201 Cases in Marketing (3 Credits; 5 ECTS)
Prerequisites: MKT3150 Strategic Marketing
The course offers various advanced case studies on practical problems in marketing.
MKT4203 Marketing Research (3 Credits; 5 ECTS)
Prerequisites: MKT3150 Strategic Marketing
This course looks at how marketing research functions and procedures can be utilized in measuring and analyzing environmental factors in consumer demand, sales efficiency, effectiveness of promotional programs, and effects of competitor’s strategies. It includes methods of product distribution and pricing research. Projects emphasize current marketing research techniques.
MKT4208 International Marketing (3 Credits; 5 ECTS)
Prerequisites: MKT3150 Strategic Marketing
This course covers international marketing operations by looking at issues such as product policies, pricing, marketing communications, distribution channels, and marketing research. The factors governing the decision to engage in foreign transactions by organizations are explored in detail. In-depth market studies form a core part of the course.
MKT4210 Digital Marketing (3 Credits; 5 ECTS)
Prerequisites: MKT3202 Marketing Communications
The course is designed to examine the unique features of marketing through the digital media. Upon completion of the course, students will be able to understand what activities comprise digital marketing and how to support marketing strategy with those activities. Students will not only learn the advantages of digital media compared to off-line media, but also get recommendations on how to properly use various instruments of digital marketing such as web design, search advertising, display advertising, online video, viral marketing, branded content, mobile marketing, and social media marketing. The course will use local and international real life cases and will emphasize ethics surrounding digital marketing activities.
MKT4219 Event Marketing (3 Credits; 5 ECTS)
Prerequisites: MKT3150 Strategic Marketing
The course will provide the students with an understanding of the constituent elements of the planning, designing, and implementing events. The focus is placed on sales promotion techniques, marketing creativity, and public relations in the organizations. The course will develop analytical and diagnostic skills in dealing with marketing situations.
MKT4299 Selected Topics in Marketing (3 Credits; 5 ECTS)
Prerequisites: MKT3150 Strategic Marketing
This course provides further study into various areas in marketing. Topics covered will change from year to year depending on the students’ particular needs and strengths.
MKT4275 Thesis (2 Credits; 4 ECTS)
Prerequisites: completion of the General Education and Program courses
A thesis is a research work on a topic that is in the area of Marketing. Students will be supervised by faculty members in the process. Further details on thesis requirements are provided under the KIMEP University regulations on this matter.
MKT4277 State Examination (1 Credit; 3 ECTS)
Prerequisites: completion of the General Education and Program courses
Students are required to take the state examination in Marketing. Further details on this requirement are provided under the KIMEP University regulations on this matter.
MKT4280/MKT4290 State Specialized Examinations (2 credits; 4 ECTS)
Prerequisites: completion of the General Education and Program courses
Students can take state specialized examinations under certain conditions. Further details on this requirement are provided under the KIMEP University regulations on this matter.
MKT4251.2 Internship Program in Marketing II (2 Credits; 2 ECTS)
Prerequisites:70 KIMEP credits completed and BUS4251.1 Internship Program I
Familiarization with the organizational structure of the internship host-organization, with the area of its activities; learning mode of operation of the organization; learning the organizational documents of the organization; acquiring the skills of collecting and processing of primary information in the field of management; carrying out a comparative analysis of the organization; identifying gaps and suggesting the ways to improve the development of the organization.
MKT4201.2 Cases in Marketing (substitute) (2 Credits; 2 ECTS)
Prerequisites: 70 KIMEP credits completed and BUS4251.1 Internship Program I
The course offers various advanced case studies on practical problems in marketing.
MKT4251.3 Internship Program in Marketing III (3 Credits; 5 ECTS)
Prerequisites: MKT4251.2 Internship Program in Marketing II or MKT4201.2 Cases in Marketing (substitute)
The consolidation and intensification of theoretical knowledge and skills acquired by students through the process of theoretical learning; the formation of professional competence; the familiarization with real industrial, technological, and organizational processes going on at the place of internship; the mastering of the profession’s basics in the operational sphere: the familiarization with and acquirement of the methodology and technology of professional problem-solving; the collection of the necessary for the preparation and compilation of the internship report materials. Bases of internship are organizations related to careers in Marketing.
Scholarship opportunities
There are many opportunities for merit-based scholarships for Kazakhstani and international students.
While studying at KIMEP University, students may also apply for part-time positions available on the University campus.
Contact the Office of Financial Aid, if you would like to apply for scholarship.
Tuition & Fees
Elmira Bogoviyeva, Ph.D.
Associate Professor, Marketing area
More:
Research and Publications:
Elmira Bogoviyeva, (2015) “The Effects of Reward Type and its Likelihood in Customer Brand Co-Creation Activity on Self-Brand Connection”, chapter in the book “Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…”, ed. Leroy Robinson, Jr., published by Springer.
Vladimir Garkavenko, Ph.D.
Associate Professor, Marketing area
More:
| Name | Vladimir Garkavenko |
| Position | Associate Professor of Marketing |
| Contact detail | Phone: 270 44 40 Ext. 2171
E-mail: gvlad@kimep.kz |
| Education background | PhD, Auckland University of Technology, New Zealand
MBS, Auckland University of Technology, New Zealand PGDBA, (Management and International Business), Auckland University of Technology, New Zealand MA, (French and Arabic Languages and Literature), Kiev State University, Ukraine BA, (French and Arabic Languages and Literature), Kiev State University, Ukraine |
| Overview | Professor Garkavenko research is focusing on the impact of information and communication technologies on distribution channels, cross-cultural marketing, service marketing, digital marketing, supplier-retailer-consumer relationships and consumer behavior as well as business practices in Central Asia. He also have a strong research interest in sustainable eco-tourism and hospitality, Health and Wellness Tourism Development in Kazakhstan, Heritage Tourism.
His particular research interest revolves around building a case study on KZ tourism industry to identify main issues in the emerging industry in the contest of “green economy”. The research covers the structure of the KZ tourism industry and its main players, the core resources and attractions of the country as well as supporting factors such as infrastructure, accessibility, political will, some examples of the typical destination management and destination policy and planning such as quality of service experience, positioning and branding as well as monitoring and evaluation. The research also focuses on the barriers to tourism development in the country and ICT adoption by the tourism industry and by the prospective consumers. |
| Research Interests | Marketing: Services Marketing, International Marketing, Distribution Channel, Suppliers-Retailers-Consumers Relationship, Developing Markets;
ICT Adoption : Intermediation-Disintermediation-Reintermediation; ICT Penetration, Perception And Adoption; Tourism:: Tourism Planning and Development in Central Asia; High-Yield Tourism; Authenticity And Tourism; Eco-Cultural Tourism Development; Niche Tourism; Environmental Management; Hospitality Management; Business Social Responsibility & Ethics, Health and Wellness Tourism Development in Kazakhstan, Heritage Tourism. |
| Selected Publications | Main refereed peer-reviewed publications:
Book: Garkavenko, V. (2009). New Zealand Travel Agents in the Internet Era: Impacts, Responses, and Relationships. VDM Verlag: Saarbrucken, Germany. Refereed published articles: Smagulova, A., Shegebayev, M., Garkavenko, V. & Boolaky, M. (2009). Ethical Practices & Social Responsibility of Kazakhstani Tourism Business: A Pilot Study in the Tour Operator Sector. Central Asia Business Journal, 2, pp. 12-23. Garkavenko V. (2012). Attitudes of New Zealand consumers towards travel agents’ services in the internet era. Global Science and Technology Forum Journal on Business Review (GSTF Business Review), 1(4). Erdener, C. & Garkavenko, V. (2012). Money attitudes in Kazakhstan. Journal of International Business & Economics. 12(3), pp. 87-94. Erdener, C. & Garkavenko, V. (2012). Business ethical decision making in Central Asia: preliminary evidence from Kazakhstan. European Journal of Management. 12(2), pp.117-121. Tiberghien, G., Garkavenko, V. & Ashirbekova, M. (2013). Authenticity and eco-cultural tourism development in Kazakhstan: a country branding approach. European Journal of Tourism, Hospitality and Recreation. 4(1), 29-43. Book chapters: Garkavenko, V., Bremner, H. & Milne, S. (2003). Travel Agents in the Information Age’: New Zealand Experiences of Disintermediation. In Frew, A., Hitz, M. & P. O’Connor (eds). Information and Communication Technologies in Tourism – 2003, Springer Wien: New York, 467-476. Garkavenko, V. & Milne, S. (2007). ICT and the travel industry: opportunities and challenges for the New Zealand travel agents’ market. In Pease, W., Rowe, M. & M. Cooper (Eds.), Information and Communication Technologies in Support of the Tourism Industry. Idea Group Publishing. Garkavenko, V. & Milne, S. (2008). New Zealand Travel Agents in the Internet Era: Spatial Differences in ICT Impact, Adoption and Perception. In O’Connor P., Hopken W. & U. Gretzel (Eds.), Information and Communication Technologies in Tourism – 2008. Springer Wien: New York, 298-307. Garkavenko, V., & Milne, S. (2008). ICT and the travel industry: Opportunities and challenges for the New Zealand travel agents’ market. In C. Van Slyke (Ed.), Information Communication Technologies: Concepts, Methodologies, Tools and Applications. Hershey, PA: IGI Global. Baisakalova, A., & Garkavenko, V. (2014). Competitiveness of Tourism Industry in Kazakhstan. In Uysal M., Kantarci K. & V. Magnini (Eds.), Tourism in Central Asia: Issues and Challenges. Apple Academic Press: Waretown, New Jersey, USA. Garkavenko, V., Tiberghien G. (2014). ICT diffusion and digital divide in Tourism: Kazakhstan perspective. In Uysal M., Kantarci K. & V. Magnini (Eds.), Tourism in Central Asia: Issues and Challenges. Apple Academic Press: Waretown, New Jersey, USA. Tiberghien, G. & Garkavenko, V. (2014). Authenticity and eco-cultural tourism development in Kazakhstan: Potential and Challenges. In Uysal M., Kantarci K. & V. Magnini (Eds.), Tourism in Central Asia: Issues and Challenges. Apple Academic Press: Waretown, New Jersey, USA. Papers published in refereed peer-reviewed conference proceedings Garkavenko, V., Bremner, H. & Milne, S. (2002). Travel agents in the information age: impacts and responses. New Zealand Tourism and Hospitality Research Conference, 3-5 December 2002, Waiariki Institute of Technology, Rotorua, New Zealand. Garkavenko, V. and Milne, S. (2004). Travel Agents and disintermediation: exploring the complex competitive environment. International Conference “Tourism – The State of the Art II”, Glasgow, 27-30 June 2004. Rybina, L. & Garkavenko, V. (2009). Internet adoption by prospective consumers: example of Kazakhstani, Russian and Ukrainian markets. VI KIMEP International Research Conference (6th KIRC), 23 – 24 April, Almaty, Kazakhstan. Garkavenko, V., Surnina, S., Tiberghien, G. & Gimranova, D. (2009). Kazakhstan’s Travel Agent Sector: Main Issues, Impacts and Relationships. VI KIMEP International Research Conference (6th KIRC), 23 – 24 April, Almaty, Kazakhstan. Garkavenko, V., Surnina, S., Tiberghien, G. & Gimranova, D. (2009). ICT impacts on the Kazakhstan travel industry. VI KIMEP International Research Conference (6th KIRC), 23 – 24 April, Almaty, Kazakhstan. Smagulova, A., Shegebayev, M., Garkavenko, V. & Boolaky, M. (2009). Ethical Practices & Social Responsibility of Kazakhstani Tourism Business: A Pilot Study in the Tour Operator Sector. VI KIMEP International Research Conference (6th KIRC), 23 – 24 April, Almaty, Kazakhstan. Garkavenko, V., Tiberghien, G., Surnina, S. & Gimranova, D. (2010). Information and communication technologies: Kazakhstan travel market perspective. Proceedings of ENTER 2010 – Information and Communication Technologies in Tourism. The 17th International Conference on Information Technology and Travel & Tourism IFITT’s Global Travel & Tourism Technology and eBusiness Forum. 10th-12th February 2010, Università della Svizzera Italiana, Lugano Switzerland. Erdener, C. & Garkavenko, V. (2010). Attitudes about Money in Kazakhstan. Proceedings of VII KIMEP International Research Conference (7th KIRC), March 25-27, 2010, Almaty, Kazakhstan. Garkavenko, V., Tiberghien, G. & Gimranova, D. (2010). Kazakhstan Travel Market and ICT Readiness: Consumer Dimension. Proceedings of VII KIMEP International Research Conference (7th KIRC), March 25-27, 2010, Almaty, Kazakhstan. Tiberghien, G. & Garkavenko, V. (2010). What is Authenticity and What is Authentic in a Modern World: a Pilot Study of Cultural Heritage Tourism. Proceedings of VII KIMEP International Research Conference (7th KIRC), March 25-27, 2010, Almaty, Kazakhstan. Tiberghien, G. & Garkavenko, V. (2010). Authenticity and eco-cultural tourism in New Zealand: the case of Whakarewarewa thermal village. Proceedings of the International Conference “Eco-tourism in Kazakhstan”, 26-27 August, 2010, Karaganda, Kazakhstan. Tiberghien, G. & Garkavenko, V. (2011). Exploratory study on contributions of Information and Communication Technologies to the development of eco-cultural tourism in Central Kazakhstan. Proceedings of ENTER 2011 – Information and Communication Technologies in Tourism. The International Conference on Information Technology and Travel & Tourism IFITT’s Global Travel & Tourism Technology and eBusiness Forum. 26th – 28th January 2011, Innsbruck, Austria. Rybina, L., Garkavenko V., Ha Jin Hwang. (2011). Information and Communication Technology Adoption in Tourism: A Review of Theoretical Models. Proceedings of VIII KIMEP International Research Conference (8th KIRC), April 22-23, Almaty, Kazakhstan. Erdener, C. & Garkavenko, V. (2011). Business Ethical Decision Making in Kazakhstan. Proceedings of VIII KIMEP International Research Conference (8th KIRC), April 22-23, Almaty, Kazakhstan. Kadyrova, D., Maratov, A., Bolatbekuly, O., Laulanov, A., Gimranova, D. & Garkavenko, V. (2011). The ICT development Index in Kazakhstan: The Focus on Business Environment. Proceedings of VIII KIMEP International Research Conference (8th KIRC), April 22-23, Almaty, Kazakhstan. Erdener, C. & Garkavenko, V. (2011). Attitude about money in Kazakhstan: extended research. Proceedings of VIII KIMEP International Research Conference (8th KIRC), April 22-23, Almaty, Kazakhstan. Garkavenko, V., Tiberghien G. (2011). Information and communication technologies adoption by the Kazakhstan travel market. Proceedings of Eurasia Business and Economics Society (EBES) 2011 Conference – Istanbul, June 1-3, 2011, Istanbul, Turkey. Tiberghien G., Garkavenko, V. (2011). Authenticity and eco-cultural tourism in Kazakhstan. Proceedings of Eurasia Business and Economics Society (EBES) 2011 Conference – Istanbul, June 1-3, 2011, Istanbul, Turkey. Erdener, C. & Garkavenko, V. (2011). Doing business in Central Asia: the meaning of money in Kazakhstan. (Extended Abstract). Proceedings of The European Business Ethics Network (EBEN) 24th Annual Conference “Dare to Care: building a caring organisation”, 15-17 September 2011, Antwerp, Belgium. Garkavenko, V. & Tiberghien G. (2011). Kazakhstan’s travel industry: its history, current structure, and perspective for global integration. Proceedings of the World Research Summit for Tourism and Hospitality, 10-13 December 2011, Hong Kong. Tiberghien G. & Garkavenko V. (2011). Exploratory study on contributions of the perception of authenticity to the development of eco-cultural tourism in Central Kazakhstan. Proceedings of the World Research Summit for Tourism and Hospitality, 10-13 December 2011, Hong Kong. Abubakirova J. & Garkavenko V. (2012). Tourism development in Central Asia from potential to tourism product: Marketing issues. Proceedings of IX KIMEP International Research Conference (9th KIRC), April 19-21, 2012, Almaty, Kazakhstan. Garkavenko, V. & Tiberghien, G. (2012). Kazakhstan’s travel industry: past and future – perspective for global integration. Proceedings of IX KIMEP International Research Conference (9th KIRC), April 19-21, 2012, Almaty, Kazakhstan. Tiberghien, G. & Garkavenko, V. (2012). Eco-cultural tourism development and perception of authenticity in Kazakhstan: a supply side analysis. Proceedings of IX KIMEP International Research Conference (9th KIRC), April 19-21, 2012, Almaty, Kazakhstan. Akhmetbayeva, A. & Garkavenko, V. (2013). Managing New Product Development Process: Case of Samsung Electronics. Proceedings of X KIMEP International Research Conference “Central Asia in the Global Community: Challenges and Opportunities”, (10th) April 4-6, 2013, Almaty, Kazakhstan. Nugumanova, Z. & Garkavenko, V. (2013). Market of Small Hotels in Almaty: Marketing Strategic Planning of Hotel ALMA. Proceedings of X KIMEP International Research Conference “Central Asia in the Global Community: Challenges and Opportunities”, (10th) April 4-6, 2013, Almaty, Kazakhstan. Baisakalova, A. & Garkavenko, V. (2013). Trends in International Competitiveness of Tourism Industry in Kazakhstan. Proceedings of X KIMEP International Research Conference “Central Asia in the Global Community: Challenges and Opportunities”, (10th) April 4-6, 2013, Almaty, Kazakhstan. Abylkassimova Z., Garkavenko V. & L. Rybina (2014). Issues and challenges of medical tourism development in Kazakhstan: Case of Alakol. Proceedings of XI KIMEP International Research Conference “Central Asia in the Information Age”, April 3-5, 2014, Almaty, Kazakhstan. Aleshkina Y., Garkavenko V. & A. Ostrovsky (2014). Social marketing as a part of brand platform building. Proceedings of XI KIMEP International Research Conference “Central Asia in the Information Age”, April 3-5, 2014, Almaty, Kazakhstan. Izbassarova M., Garkavenko V. & L. Rybina (2014). Ethical Issues in Marketing Research in Telecommunication Industry of Kazakhstan. Proceedings of XI KIMEP International Research Conference “Central Asia in the Information Age”, April 3-5, 2014, Almaty, Kazakhstan. Kozhakhmetova D., Garkavenko V. & L. Rybina (2014). Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products in Kazakhstan. Proceedings of XI KIMEP International Research Conference “Central Asia in the Information Age”, April 3-5, 2014, Almaty, Kazakhstan. Maikibaeva N., Garkavenko V. & A. Ostrovsky (2014). The Role of Marketing in formation of Corporate Culture of Kazakhstani companies. Proceedings of XI KIMEP International Research Conference “Central Asia in the Information Age”, April 3-5, 2014, Almaty, Kazakhstan. Erdener, C. & Garkavenko, V. (2015). Basic Human Values of Students at KIMEP University, Kazakhstan. XII KIMEP International Research Conference “Central Asia in the Information Age”, April 3-5, 2015, Almaty, Kazakhstan. Erdener, C. & Garkavenko, V. (2015). Universal values in Kazakhstan: An empirical examination. Eurasia Business and Economics Society (EBES) 2015 Conference – Istanbul, May 29-30, 2015. Istanbul, Turkey. Accepted for oral presentation. Erdener, C. & Garkavenko, V. (2015). Money and Values in a Transitional Economy: Illustrations from Kazakhstan. Eurasia Business and Economics Society (EBES) 2015 Conference – Istanbul, May 29-30, 2015. Istanbul, Turkey. Accepted for oral presentation. Garkavenko, V. (2016). An overview of Silk Road Collaborative Initiatives: Tourism Perspective. Proceedings of XIII KIMEP International Research Conference “Economic Integration along the New Silk Road: Opportunities and Challenges”, April 8-9, 2016, Almaty, Kazakhstan. Yessengulova, A., Garkavenko, V. & Dumlupinar, B. (2016). Online Advertisement in Kazakhstan: Customers’ Preferences and Factors that Influence Consumer Behavior. Proceedings of XIII KIMEP International Research Conference “Economic Integration along the New Silk Road: Opportunities and Challenges”, April 8-9, 2016, Almaty, Kazakhstan. Erdener, C. & Garkavenko, V. (2017). Past, Present and Future Research on Money Attitudes in Kazakhstan: A Developing Research Agenda. Proceedings of XIV KIMEP International Research Conference, April 7-8, 2017, Almaty, Kazakhstan. Lee, S., Garkavenko, V. & Erdener, C. (2017). An Integrative Model for Examining Money Attitudes in Central Asia: An Application of Cultural Perspectives to Finance. Proceedings of XIV KIMEP International Research Conference, April 7-8, 2017, Almaty, Kazakhstan. Sandibekova, A., Dumlupinar, B. & Garkavenko, V. (2017). Instagram as a marketing tool for small and medium sized businesses in Kazakhstan. Proceedings of XIV KIMEP International Research Conference, April 7-8, 2017, Almaty, Kazakhstan. Ostrovsky, A., Garkavenko, V. & Rybina, L. (2017). Consumer animosity and conservatism of Kazakhstani consumers toward foreign products. Proceedings of XIV KIMEP International Research Conference, April 7-8, 2017, Almaty, Kazakhstan. Ostrovsky, A., Garkavenko, V. & Rybina, L. (2017). Application of mixed methods in marketing research. Proceedings of XIV KIMEP International Research Conference, April 7-8, 2017, Almaty, Kazakhstan. Rybina, L., Garkavenko, V. & Abylkassimova, Z. (2017). Issues and Challenges of Health and Wellness Tourism Development in Kazakhstan: Case of Lake Alakol. Proceedings of the 1st Global Congress of Special Interest Tourism & Hospitality (GloSITH), June 24-26 2017, Beppu, Japan. Rybina, L., Garkavenko, V. & Ostrovsky, A. (2017). Transition Age Youth’s Conflict Resolution Strategies in Selecting Travel Destination by Tourists from Central Asia. Proceedings of the 1st Global Congress of Special Interest Tourism & Hospitality (GloSITH), June 24-26 2017, Beppu, Japan. Rybina, L., Reardon, J. & Garkavenko, V. (2017). The Impact of Consumer Ethnocentrism and its Antecedents on Airline Preference among Kazakhstani Travelers. Proceedings of the 1st Global Congress of Special Interest Tourism & Hospitality (GloSITH), June 24-26 2017, Beppu, Japan. Rybina, L. & Garkavenko, V. (2017). From Heritage and Medicine to Fashion and Consumerism: Generations Gap in Korean Diaspora Tourism to Homeland. Proceedings of the 1st International Conference of Health-Oriented Tourism (The 1st ICoHOT), Beppu, Japan, December 2 – 4, 2017. Rybina, L. & Garkavenko, V. (2017). Perceived Benefits of Animal-Assisted Therapy in Health-Oriented Tourism. Proceedings of the 1st International Conference of Health-Oriented Tourism (The 1st ICoHOT), Beppu, Japan, December 2 – 4, 2017. Conferences Attended (papers presented) Garkavenko, V., Bremner, H. & Milne, S. (2002). Travel agents in the information age: impacts and responses. New Zealand Tourism and Hospitality Research Conference, 3-5 December 2002, Waiariki Institute of Technology, Rotorua, New Zealand. Garkavenko, V., Bremner, H. & Milne, S. (2003). Travel Agents in the Information Age’: New Zealand Experiences of Disintermediation. ENTER 2003 – Information and Communication Technologies in Tourism, 29th – 31st January, Helsinki, Finland. Garkavenko, V. and Milne, S. (2004). Travel Agents and disintermediation: exploring the complex competitive environment. International Conference “Tourism – The State of the Art II”, Glasgow, 27-30 June 2004. Garkavenko, V. & Milne, S. (2008). New Zealand Travel Agents in the Internet Era: Spatial Differences in ICT Impact, Adoption and Perception. ENTER 2008 – Information and Communication Technologies in Tourism. 23rd – 25th January, Innsbruck, Austria. Rybina, L. & Garkavenko, V. (2009). Internet adoption by prospective consumers: example of Kazakhstani, Russian and Ukrainian markets. VI KIMEP International Research Conference (6th KIRC), 23 – 24 April, Almaty, Kazakhstan. Garkavenko, V., Surnina, S., Tiberghien, G. & Gimranova, D. (2009). Kazakhstan’s Travel Agent Sector: Main Issues, Impacts and Relationships. VI KIMEP International Research Conference (6th KIRC), 23 – 24 April, Almaty, Kazakhstan. Garkavenko, V., Surnina, S., Tiberghien, G. & Gimranova, D. (2009). ICT impacts on the Kazakhstan travel industry. VI KIMEP International Research Conference (6th KIRC), 23 – 24 April, Almaty, Kazakhstan. Smagulova, A., Shegebayev, M., Garkavenko, V. & Boolaky, M. (2009). Ethical Practices & Social Responsibility of Kazakhstani Tourism Business: A Pilot Study in the Tour Operator Sector. VI KIMEP International Research Conference (6th KIRC), 23 – 24 April, Almaty, Kazakhstan. Garkavenko, V., Tiberghien, G., Surnina, S. & Gimranova, D. (2010). Information and communication technologies: Kazakhstan travel market perspective. ENTER 2010 – Information and Communication Technologies in Tourism. The 17th International Conference on Information Technology and Travel & Tourism IFITT’s Global Travel & Tourism Technology and eBusiness Forum. 10th-12th February 2010, Università della Svizzera Italiana, Lugano Switzerland. Erdener, C. & Garkavenko, V. (2010). Attitudes about Money in Kazakhstan. VII KIMEP International Research Conference (7th KIRC), March 25-27, 2010, Almaty, Kazakhstan. Garkavenko, V., Tiberghien, G. & Gimranova, D. (2010). Kazakhstan Travel Market and ICT Readiness: Consumer Dimension. VII KIMEP International Research Conference (7th KIRC), March 25-27, 2010, Almaty, Kazakhstan. Tiberghien, G. & Garkavenko, V. (2010). What is Authenticity and What is Authentic in a Modern World: a Pilot Study of Cultural Heritage Tourism. VII KIMEP International Research Conference (7th KIRC), March 25-27, 2010, Almaty, Kazakhstan. Tiberghien, G. & Garkavenko, V. (2010). Authenticity and eco-cultural tourism in New Zealand: the case of Whakarewarewa thermal village. International Conference “Eco-tourism in Kazakhstan”, 26-27 August, 2010, Karaganda, Kazakhstan. Tiberghien, G. & Garkavenko, V. (2011). Exploratory study on contributions of Information and Communication Technologies to the development of eco-cultural tourism in Central Kazakhstan. ENTER 2011 – Information and Communication Technologies in Tourism. The International Conference on Information Technology and Travel & Tourism IFITT’s Global Travel & Tourism Technology and eBusiness Forum. 26th – 28th January 2011, Innsbruck, Austria. Rybina, L., Garkavenko V., Ha Jin Hwang. (2011). Information and Communication Technology Adoption in Tourism: A Review of Theoretical Models. VIII KIMEP International Research Conference (8th KIRC), April 22-23, Almaty, Kazakhstan. Erdener, C. & Garkavenko, V. (2011). Business Ethical Decision Making in Kazakhstan. VIII KIMEP International Research Conference (8th KIRC), April 22-23, Almaty, Kazakhstan. Kadyrova, D., Maratov, A., Bolatbekuly, O., Laulanov, A., Gimranova, D. & Garkavenko, V. (2011). The ICT development Index in Kazakhstan: The Focus on Business Environment. VIII KIMEP International Research Conference (8th KIRC), April 22-23, Almaty, Kazakhstan. Erdener, C. & Garkavenko, V. (2011). Attitude about money in Kazakhstan: extended research. VIII KIMEP International Research Conference (8th KIRC), April 22-23, Almaty, Kazakhstan. Garkavenko, V., Tiberghien G. (2011). Information and communication technologies adoption by the Kazakhstan travel market. Eurasia Business and Economics Society (EBES) 2011 Conference – Istanbul, June 1-3, 2011, Istanbul, Turkey. Tiberghien G., Garkavenko, V. (2011). Authenticity and eco-cultural tourism in Kazakhstan. Eurasia Business and Economics Society (EBES) 2011 Conference – Istanbul, June 1-3, 2011, Istanbul, Turkey. Erdener, C. & Garkavenko, V. (2011). Doing business in Central Asia: the meaning of money in Kazakhstan. The European Business Ethics Network (EBEN) 24th Annual Conference “Dare to Care: building a caring organisation”, 15-17 September 2011, Antwerp, Belgium. Garkavenko, V. (2011, Accepted as the oral paper). Kazakhstan’s travel industry: its history, current structure, and perspective for global integration. World Research Summit for Tourism and Hospitality, 10-13 December 2011, Hong Kong. Tiberghien G. & Garkavenko V. (2011, accepted as the poster paper). Exploratory study on contributions of the perception of authenticity to the development of eco-cultural tourism in Central Kazakhstan. World Research Summit for Tourism and Hospitality, 10-13 December 2011, Hong Kong. Abubakirova J., Garkavenko V. & Tiberghien, G. (2012). Tourism development in Central Asia from potential to tourism product: Marketing issues. IX KIMEP International Research Conference (9th KIRC), April 19-21, 2012, Almaty, Kazakhstan. Ashirbekova M., Tiberghien, G. & Garkavenko, V. (2012). Current issues in Kazakhstan nation branding. IX KIMEP International Research Conference (9th KIRC), April 19-21, 2012, Almaty, Kazakhstan. Erdener, C. & Garkavenko, V. (2012). An application of business ethical theories in Kazakhstan. IX KIMEP International Research Conference (9th KIRC), April 19-21, 2012, Almaty, Kazakhstan. Garkavenko, V. & Tiberghien, G. (2012). Kazakhstan’s travel industry: past and future – perspective for global integration. IX KIMEP International Research Conference (9th KIRC), April 19-21, 2012, Almaty, Kazakhstan. Tiberghien, G. & Garkavenko, V. (2012). Eco-cultural tourism development and perception of authenticity in Kazakhstan: a supply side analysis. IX KIMEP International Research Conference (9th KIRC), April 19-21, 2012, Almaty, Kazakhstan. Tiberghien, G., Garkavenko, V. & Ashirbekova, M. (2012). Authenticity and eco-cultural tourism development in Kazakhstan: a country branding approach. 1st EJTHR International Conference on Destination Branding, Heritage & Authenticity, University of Santiago de Compostela (Spain). 21 – 22nd June 2012. Akhmetbayeva, A. & Garkavenko, V. (2013). Managing New Product Development Process: Case of Samsung Electronics. X KIMEP International Research Conference “Central Asia in the Global Community: Challenges and Opportunities”, (10th) April 4-6, 2013, Almaty, Kazakhstan. Baisakalova, A. & Garkavenko, V. (2013). Trends in International Competitiveness of Tourism Industry in Kazakhstan. X KIMEP International Research Conference “Central Asia in the Global Community: Challenges and Opportunities”, (10th) April 4-6, 2013, Almaty, Kazakhstan. Nugumanova, Z. & Garkavenko, V. (2013). Market of Small Hotels in Almaty: Marketing Strategic Planning of Hotel ALMA. X KIMEP International Research Conference “Central Asia in the Global Community: Challenges and Opportunities”, (10th) April 4-6, 2013, Almaty, Kazakhstan. Abylkassimova Z., Garkavenko V. & L. Rybina (2014). Issues and challenges of medical tourism development in Kazakhstan: Case of Alakol. XI KIMEP International Research Conference “Central Asia in the Information Age”, April 3-5, 2014, Almaty, Kazakhstan. Aleshkina Y., Garkavenko V. & A. Ostrovsky (2014). Social marketing as a part of brand platform building. XI KIMEP International Research Conference “Central Asia in the Information Age”, April 3-5, 2014, Almaty, Kazakhstan. Izbassarova M., Garkavenko V. & L. Rybina (2014). Ethical Issues in Marketing Research in Telecommunication Industry of Kazakhstan. XI KIMEP International Research Conference “Central Asia in the Information Age”, April 3-5, 2014, Almaty, Kazakhstan. Kozhakhmetova D., Garkavenko V. & L. Rybina (2014). Green Marketing: A Study of Consumers’ Attitude towards Environment Friendly Products in Kazakhstan. XI KIMEP International Research Conference “Central Asia in the Information Age”, April 3-5, 2014, Almaty, Kazakhstan. Maikibaeva N., Garkavenko V. & A. Ostrovsky (2014). The Role of Marketing in formation of Corporate Culture of Kazakhstani companies. XI KIMEP International Research Conference “Central Asia in the Information Age”, April 3-5, 2014, Almaty, Kazakhstan. Rybina L., Reardon J. & V. Garkavenko (2017). The Impact of Consumer Ethnocentrism and its Antecedents on Airline Preference among Kazakhstani Travelers. The 1st Global Congress of Special Interest Tourism & Hospitality (GLOSITH) Conference, 24 – 26 June 2017, Beppu, Japan. Rybina L., Garkavenko V. & Z. Abylkassimova (2017). Issues and Challenges of Health and Wellness Tourism Development in Kazakhstan: Case of Lake Alakol. The 1st Global Congress of Special Interest Tourism & Hospitality (GLOSITH) Conference, 24 – 26 June 2017, Beppu, Japan. Rybina L., Garkavenko V. & A. Ostrovsky (2017). Transition Age Youth’s Conflict Resolution Strategies in Selecting Travel Destination by Tourists from Central Asia. The 1st Global Congress of Special Interest Tourism & Hospitality (GLOSITH) Conference, 24 – 26 June 2017, Beppu, Japan. Professional Conferences, Seminars &Workshops Chairman of the Workshop on “Authenticity and eco-cultural tourism practices”. (2010). International Conference “Eco-tourism in Kazakhstan”, 26-27 August, 2010, Karaganda, Kazakhstan. Leader of the US Department of Commerce SABIT International Seminar “Strategies for the development of local sustainable tourism” for tourism business specialists (owners, top managers) and experts from five Central Asian countries (Kazakhstan, Kyrgyzstan, Uzbekistan, Tajikistan, Turkmenistan) within SABIT (Special American Business Internship Training) Program, US Department of Commerce, Uzbekistan, Bukhara, 2-3 March, 2011. Round table “Community Based Eco-Tourism in Kazakhstan”, organized by Kazakhstan Tourist Association, Ecotourism Kazakhstan and Bloomingfeld. 22 April 2011, Almaty, Kazakhstan. Conference “The Future of Hospitality – Green Hospitality” with EHL (Ecole hôtelière de Lausanne) and the Embassy of Switzerland in Kazakhstan. Presentation “Sustainability in Kazakhstan: Tourism and Hospitality industry challenges”. 25 May 2011, KIMEP, Almaty, Kazakhstan. Abacus Corporate Travel Conference (2011). “New Opportunities in Travel Management”. 14 September 2011, Almaty, Kazakhstan. UNDP Seventh Ministerial Conference “Environment for Europe” (2011). Organized by UNECE and UNDP. 21-23 September 2011, Astana, Kazakhstan. KIMEP University BCB Research Seminar (2011). Garkavenko V. & G. Tibergien: Business Ethics in Central Asia – A Research Agenda in Tourism, 21 October 2011, KIMEP, Almaty, Kazakhstan. KIMEP University BCB Research Seminar (2012). Garkavenko V. & G. Tibergien: Current issues in Kazakhstan national branding. April 2012, KIMEP, Almaty, Kazakhstan. KIMEP Central Asian Studies Center (CASC) public lecture series (2012). Garkavenko V. & G. Tibergien: Tourism in Kazakhstan: To Be or Not to Be? 27 April 2012, KIMEP, Almaty, Kazakhstan. V Astana Economic Forum (2012). 22-24 May 2012, Astana, Kazakhstan. Leader of the Seminar/Workshop “Strategic Marketing” for ‘Sberbank Kazakhstan”, November 2012, Almaty, Kazakhstan. VI Astana Economic Forum (2013). 22-24 May 2013, Astana, Kazakhstan. UNWTO Silk Road round table: Enhancing collaboration for Sustainable Tourism Development – Developing a Roadmap for the Silk Roads Heritage Corridors, Tourism Strategy Workshop (2013). Organized by United Nations World Tourism Organization (UNWTO), UNESCO, World Heritage convention and Ministry of Industry and New Technologies of RK (MINT). 7-8 October 2013, Almaty, Kazakhstan. UNWTO First Euro-Asian Ski Resorts Conference: Developing New Destinations for Snow Tourism (2013). Organized by United Nations World Tourism Organization (UNWTO), and Ministry of Industry and New Technologies of RK (MINT). 8-9 October, 2013, Almaty, Kazakhstan. Abacus Corporate Travel Conference (2013). “How to save on Business Trips? Opportunities in Travel Management”. 29-30 October 2013, Almaty, Kazakhstan. Leader of the US Department of Commerce SABIT International Seminar “Strategies for the sustainable development of tourism and hospitality” for tourism business specialists (owners, top managers) and experts from three Central Asian countries (Kyrgyzstan, Kazakhstan, Uzbekistan) within SABIT (Special American Business Internship Training) Program, US Department of Commerce, Kyrgyzstan, Bishkek, 13 December, 2013. VII Astana Economic Forum (2014). 21-23 May 2014, Astana, Kazakhstan. International Conference (2015). “Social Tourism: Accessibility for All”, 23 September 2015, Almaty, Kazakhstan. KIMEP University BCB Research Seminar (2015). Vladimir Garkavenko & Carolyn Erdener: “Egyptian Tourism Industry Responses to Currency Devaluation in 2001: Are There Some Lessons for Kazakhstan?”, 23 October 2015, KIMEP, Almaty, Kazakhstan. International Workshop (2016). “Accessible tourism in the natural zones of Kazakhstan”, 02 June 2016, Almaty, Kazakhstan. |
| Teaching | · Advanced Marketing/Intermediate Marketing
· Strategic Marketing · Cases in Marketing · Principles and Practices in Tourism · Hospitality Management · New Product Development · International Marketing · Research Methods in Marketing (Undergrad, Graduate) · Marketing Research (Undergrad, Graduate) · Cross-Cultural Marketing · Services Marketing (Undergrad, Graduate) · Marketing Management (MBA) · Special Topics in Marketing (DBA) · Research Methods (DBA) · Special Topics in Information Systems (DBA) · Marketing Research and Strategy (ExMBA) · Research Methods (ExMBA) |
| Awards | 2017 – KIMEP University Faculty Teaching Excellence Award for 2016-2017 Academic Year. |
Alexander Ostrovsky, DBA
Assistant Professor, Marketing area
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| Name | Alexander Ostrovsky |
| Position | Assistant Professor of Marketing |
| Contact detail | aostrovs@kimep.kz, ex) 2288 |
| Education background | DBA (Marketing studies), KIMEP University
MBA, KIMEP University
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| Overview | Professor Ostrovsky’s primary research interest focuses on investigation and identification of social factors influencing on purchasing behavior of Kazakhstani consumers toward products manufactured in countries of Eurasian Economic Union and delivered on Kazakhstani market.
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| Research Interests | Consumer behavior: Investigation of Kazakhstani consumers’ reactions toward products manufactured and delivered to the Kazakhstan from countries – members of Eurasian Economic Union, namely Kyrgyzstan and Armenia. Study reactions and preferences of Kazakhstani consumers toward products produced and delivered from China and Turkey, foreign products represented by specific trade categories. Investigation of influence of consumer ethnocentrism’s antecedents, such as socio-psychological, economic, political or demographic predictors on consumers’ preferences in purchasing of services or products.
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| Selected Publications | Article (In process)
· Ostrovsky, A., Garkavenko, V. & Rybina, L. (2018). Silk Road trade: Influence of consumer behaviour factors on service and products purchasing by Kazakhstani consumers. Service Industries Journal
Conference Papers
· The 1st Global Congress of Special Interest Tourism & Hospitality in June 2017, Japan. Liza Rybina, Vladimir Garkavenko, & Alexander Ostrovsky, “Transition Age Youth’s Conflict Resolution Strategies in Selecting Travel Destination by Tourists from Central Asia” · 14th KIMEP International Research Conference in April 2017, Alexander Ostrovsky/ Vladimir Garkavenko/ Liza Rybina “Application of mixed methods in marketing research”, Alexander Ostrovsky/ Vladimir Garkavenko/ Liza Rybina “Consumer animosity and conservatism of Kazakhstani consumers toward foreign products · International Conference on “Multidisciplinary Innovation in Academic Research” (MIAR-2015), July 29-30, Almaty, Kazakhstan, Alexander Ostrovsky “Interaction of Consumer Ethnocentrism and Country-of-origin with Buying Preferences of Kazakhstani Consumers” · 12th KIMEP International Research Conference, Kazakhstan, Almaty, in April 2015, Liza Rybina, Alexander Ostrovsky “A Comparison of Attitudes towards Mobile Advertising between Youth and Adults in Kazakhstan” and ”University Marketing and Consumer Preferences of University Selection Criteria in Kazakhstan · 11th KIMEP International Research Conference, Kazakhstan, Almaty, in April 2014, Liza Rybina, Alexander Ostrovsky “The Role of Marketing in formation of Corporate Culture of Kazakhstani companies” and” Social marketing as a part of brand platform building”. · 10th KIMEP International Research Conference, Kazakhstan, Almaty, in April 2013, Liza Rybina, Alexander Ostrovsky “The Impact of Consumer Ethnocentrism on Airline Preference among Kazakhstani Travelers”. · 9th KIMEP International Research Conference, Kazakhstan, Almaty, in April 2012, Alexander Ostrovsky, Liza Rybina “The effects of consumer ethnocentrism and country of origin on consumers’ preferences in Kazakhstan” and “Gender differences in negative expectances of smoking among youth in Kazakhstan”. · “Second International Conference on Globalization and Consumer Protection”, India, Kalasalingam University, in January 2011, Monowar Mahmood, Alexander Ostrovsky “Materialism and frugality in economic recession, a study on university students in Bangladesh” (article in the conference book)
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| Teaching | Current Courses Taught
· Principles of Marketing · Strategic Marketing · Consumer Behavior · Fundamentals of Selling · Retailing · Marketing Communications · Cases in marketing and management · Marketing Management |
| Grants | |
| Awards | · Recognition as best teacher in 2016. |
Yelizaveta Rybina, DBA
Assistant Professor, Marketing area
More:
Research and Publications:
Rybina, Alpeissova, Dossova (2015) Analysis of Social Advertising Effectiveness. Bulletin of Al-Farabi Kazakh National University
Rybina, Alpeissova (2014) Employing student self-guided learning to bring undated and localized content to your classroom. In Business Education in Central Asia: Best Practices in Integrative Study and Teaching
Rybina (2013) Antismoking social advertising: An exploratory study of smoking-related risk perceptions and intention to smoke among adolescents in Kazakhstan. Vestnik KazNPU.