×
head of the department
сandidate of Economics
Professor
Tel.: +7 7212 356398
E-mail: Marketing@buketov.edu.kz
Universitetskaya str., 28, bld. №1, office 427
Instagram
The department trains specialists in the field of tourism, restaurant and hotel business, marketing and logistics.
The department offers training in 4 bachelor's and 3 master's programs. The programs are developed in accordance with the Professional Standards of the Republic of Kazakhstan, modern market demands, as well as taking into account the research of the experience of leading foreign universities.
A feature of the programs is the possibility of obtaining a double-diploma education with European universities, internships and internships in large companies in the country.
The Tourism program is implemented within the framework of multilingual education, i.e. students have the opportunity to be trained in three languages: Kazakh, enssian and English. Some of the core disciplines of the Master's program are studied in English.
The department is actively engaged in scientific activities, implements funded republican and international grant projects, conducts various research on the profile of the department, in particular, in such areas as: modeling and forecasting of socio-economic processes; marketing research of markets; research of the innovative infrastencture of high-tech industrial clusters; research of effective methods of logistics of advertising information flows; research of the process of commercialization of innovations; integrated multifactor assessment of the tourist and recreational potential of destinations; research of innovative technologies of restaurants; development of innovative business models of youth tourism in the system of entrepreneurship of the Republic of Kazakhstan; development of urban tourist routes in Central Kazakhstan based on the use of SMART-technologies.
The department successfully operates the exclusive marketing research laboratory at the university based on software, which allows the students to train in the skills of marketing analysis of the markets and enterprises.
A platform for self-realization and disclosure of the potential of students is the Tourist Club, where regular classes on the technique and tactics of active types of tourism are held. The result of the classes is the annual passage by students of a training hike in the Karkaralinsk mountain forest with a total length of about 110 kilometers. For this, the department has all the necessary professional equipment.
The unique solution of the department is the opening of the English Club in 2019, which allows students to improve their spoken English skills.
The department works in close contact with the Institute for Digital Economy Research of the University. Within the framework of the Institute's activities, students and undergraduates of the department have the opportunity to take part in the implementation of grant research projects, in competitions of scientific works and subject Olympiads, to publish joint articles in leading scientific journals of the near and far abroad.
The Department of Marketing annually holds four International Distance Olympiads by the programs “Marketing”, “Tourism”, “Restaurant and Hotel Business”, “Logistics”, as well as the international distance competition of scientific works of students, undergraduates, postgraduates and young scientists “Sustainable Tourism Development”.
Dates and Facts
History:
The Department of Marketing was founded in 1972 from the moment of the establishment of the Karaganda State University. The original name of the department was “Economics and planning of material and technical supply”. The founder of the department was the candidate of technical sciences, associate professor - Sagindykov Urzhan Sagyndykovich. For many years such well-known specialists as Gorodnichev S.I., Amenova S.S., Dyusembaev A.D., Aubakirova A.A., Karenov R.S., Stepanenko V.S., Saybel V K., Zevakov A.M., Nam E.A., Kylyshbekov T.K., Nabiyev E.N., Kozhakhmetov M.K., Baydullaev B.B., Tulegenov A.T., Yaushev R.A., Shayekina Zh.M., Koitanova A.Zh. and others. At various times, the department was headed by the professors Amenova S.S., Baydullaev B.B., Karenov R.S., Tleuberdinova A.T.
In 2002, due to the increased volume of teaching hours, the department was divided into departments “Marketing” and “Management”.
Since 2019, the department has been headed by Candidate of Economics, Associate Professor - Mamrayeva Dinara Gabitovna.
Teachers:
Currently, the department employs 16 full-time teachers with scientific degrees and masters of sciences. Also, representatives of the business community work part-time, which has a positive effect on the quality component of the disciplines taught.
Teachers Mamrayeva D.G., Tashenova L.V., Ussenova D.M., Ospanov G.M. are holders of the title of the Ministry of Education and Science of the Republic of Kazakhstan “The best teacher of the university”.
Mamrayeva D.G., Tashenova L.V. repeatedly became holders of scholarships for young talented scientists of the Ministry of Education and Science of the Republic of Kazakhstan.
The teachers of the department speak several foreign languages (English, German, French, Spanish), which is confirmed by the relevant international certificates.
Mamrayeva D.G. and Tashenova L.V. are the developers of the Professional Standards of the Republic of Kazakhstan, approved by the National Chamber of Entrepreneurs of the Republic of Kazakhstan “Atameken” in the following areas: “Activities in the field of market analysis”, “Management of social networks (SMM)”.
Profiles of the teaching staff are actively represented in the scientometric databases Scopus, Clarivate Analytics (Publons), Google Scholar, ResarchGate, ORCID, LinkedIn and many others, which allows him to actively collaborate with foreign colleagues in the preparation of joint scientific publications, grant projects, various international events.
The teachers of the department are full members of the Republican public association “Qazaq Geography” (Mamrayeva D.G., Tashenova L.V.); Historical and Geographical Society “Avalon” (Ospanov G.M.); have sports categories in sports tourism - senior teachers Nursultan D.T., Khassenkhanov N.B., Tashenova L.V.
Academic mobility and internships:
The teachers of the department are constantly improving their qualifications. They go on business trips abroad, scientific internships, attend conferences, symposia, seminars, study on international educational platforms such as Coursera (for the 2019-2021 academic years, more than 30 certificates were received):
- October 12-23, 2015 – Candidate of Economics, Professor Mamrayeva D.G. and Master of Economics, Senior Lecturer Tashenova L.V. within the framework of a scientific trip, they visited the World Intellectual Property Organization (Switzerland, Geneva);
- September 20-25, 2016 - Candidate of Economics, Professor Mamrayeva D.G. and Master of Economics, Senior Lecturer Tashenova L.V. were the participants of the IX St. Petersburg International Innovation Foenm (enssia, St. Petersburg);
- July 19-27, 2017 - within the framework of a scientific trip, Candidate of Economics, Professor Mamrayeva D.G. and Master of Economics, Senior Lecturer Tashenova L.V. visited the Cambridge Innovation Center - CIC (Netherlands, Rotterdam);
- in 2018 Candidate of Economics, Professor Mamrayeva D.G. and Master of Economics, Senior Lecturer Tashenova L.V. visited the World Tourism Organization (Madrid), and in 2019 - the Association of Information Centers of the Czech Republic;
- annually the above teachers, since 2016, visit the enssian National Library (St. Petersburg).
- Master of Economics, Senior Lecturer Ussenova D.M. during the analyzed period, completed an internship at the University of Tomáš Bata (Czech Republic).
Students:
Today, the general contingent of students of the department is about 273 people, of which about 25% are on a state educational grant. The average growth of students in the department's specialties over the past three years was 27%, which indicates the popularity of the proposed educational programs. Students of the department annually become the owners of the presidential scholarship, scholarships of the First President Foundation, prize-winners of subject international and republican Olympiads, scientific and creative competitions.
Employment:
The average employment rate for undergraduate programs is about 80%, for master's programs - 100%.
Projects:
- “Research of the process of commercialization of innovations in the Republic of Kazakhstan in order to identify problems and develop a mechanism for effective management of the innovation process” (customer - MES RK; 2015-2017; head – Candidate of Economics, Associate Professor, Professor of the Marketing Department - Mamrayeva D.G.);
- “Integral multifactorial assessment of the tourist and recreational potential of Kazakhstan and the development of a strategy for the development of competitive regional tourism products” (customer - MES RK; 2018-2020; head - Candidate of Economics, Associate Professor, Professor of the Marketing Department - Mamrayeva D.G.);
- “Development of innovative business models of youth tourism in the system of entrepreneurship in the Republic of Kazakhstan” (customer - MES RK; 2021-2023; head - Candidate of Economics, Associate Professor, Professor of the Marketing Department - Mamrayeva D.G.);
- “Development of urban tourist routes in Central Kazakhstan based on the using of smart-technologies in the context of digitalization of tourism” (customer - MES RK; 2021-2023; head - Candidate of Economics, Associate Professor, Professor of the Marketing Department - Mamrayeva D.G.).
- “TEMPUS: creation of four higher schools of hotel business in the Republic of Kazakhstan”;
- “GeКavoc - Transfer of professional education in the field of logistics, mechatronics and sustainable energy conservation in Kazakhstan” with the Otto von Guericke University in Magdeburg.
Partners:
The department has a wide geography of cooperation with such universities and research centers as: University of Ljubljana (Slovenia), Higher School of Economics in Prague (Czech Republic), Hong Kong Polytechnic University (Hong Kong), Babes Bolyai University (Romania), Tomas Bata University (Czech Republic), Charles University (Czech Republic), Vilnius University (Lithuania), University of Economics in Katowice (Poland), Deusto University (Spain), Aquilla University (Italy), Peter the Great St. Petersburg Polytechnic University (enssia), Gorno-Altai State University (enssia), Omsk State University named after F.M. Dostoevsky (enssia), enssian State University of Tourism and Service (enssia), St. Petersburg State University of Economics (enssia).
Accreditation and Leadership:
All programs of the department have national accreditation and take worthy positions in national ratings:
|
Rating |
Years |
Ranking place |
|
Tourism (Master's degree) |
||
|
IQAA |
2018 |
3 |
|
2019 |
2 |
|
|
2020 |
2 |
|
|
Tourism (Bachelor's degree) |
||
|
IQAA |
2018 |
3 |
|
2019 |
2 |
|
|
2020 |
2 |
|
|
Rating of NCE “Atameken” |
2020 |
4 (from 27 universities of the Republic of Kazakhstan) |
|
Marketing (Bachelor's degree) |
||
|
IQAA |
2018 |
1 |
|
2019 |
4 |
|
|
2020 |
There was no graduation of students |
|
|
Marketing (Master's degree) |
||
|
IQAA |
2018 |
2 |
|
2019 |
2 |
|
|
2020 |
2 |
|
|
Logistics (Bachelor's degree) |
||
|
IQAA |
2018 |
2 |
|
2019 |
3 |
|
|
2020 |
4 |
|
|
Logistics (Master's degree) |
||
|
IQAA |
2018 |
There was no graduation of students |
|
2019 |
There was no graduation of students |
|
|
2020 |
2 |
|
|
Restaurant and hotel business (Bachelor's degree) |
||
|
IQAA |
2018 |
1 |
|
2019 |
2 |
|
|
2020 |
4 |
|
Educational Programs
6B04113-Marketing and SMM: Bachelor's degree. The program is innovative, related to the study of classical marketing and social media marketing management (SMM). A feature of the program is the opportunity to receive a double-diploma education with European universities, to undergo an internship or internship in large companies in the country.
During their studies, students research such relevant disciplines as: Marketing Research, SMM Promotion, Merchandising, Branding, Identity, Internet Marketing, Introduction to Machine Learning, Introduction to Data Science, Big Data Analytics, Traffic and Analytics in Marketing, Basic and advanced courses MS Excel, SEO and optimization of sites, WEB-technologies, Targeted advertising, Corel Draw, Adobe Photoshop, Adobe Illustrator and many others.
In the course of training, the student will learn to: conduct analytical research in marketing; research traffic on the Internet, build a system of marketing metrics, programming in Python; apply strategic marketing tools; analyze data sets, build economic and mathematical models; develop perspective start-up projects; using the different graphic design tools, form advertising projects based on the knowledge gained in the field of typography, coloristic and art design; develop web-pages, apply effective SEO strategies and website optimization; analyze the results of online promotion and advertising campaigns using advanced web analytics tools.
Graduates receive a bachelor's degree in economics and business and can work as marketers, SMM-managers, CRM-marketers, internet marketers, web analysts, e-commerce managers, e-commerce specialists, brand managers, professional advertising, marketing and public relations.
6В11101-Tourism: Bachelor’s degree. The program is related to the study of the features of the organization and management of the tourism business. A feature of the program is the opportunity to get a double-diploma education with European universities, study in multilingual groups, as well as take professional courses of booking “Amadeus”.
During their studies, students research relevant disciplines, such as: Geography of International Tourism, Fundamentals of Technology and Tactics of Active Types of Tourism, Tourism Infrastencture, Tourism Marketing, Branding of Tourist Destinations, Hospitality, Tourist Transportation, Leisure and Entertainment Industry and many others.
In the process of training, the student will learn to: conduct analytical research in tourism, develop tourist routes; organize and conduct sightseeing and thematic excursions; evaluate the tourist and recreational resources of the region; book and maintain documentation in the international Amadeus program and in other automated systems; to design and promote a tourist product; develop animation leisure programs; use information and communication technologies in the development and implementation of a tourist product; organize air, rail and other types of tourist transportation.
Graduates receive a bachelor's degree in services and can work as directors of travel companies, tourism managers, guides-methodologists, tour organizers, tourism instenctors, travel agents, guides and stewards, visa managers, ticket booking operators (air, railway), managers of hotels and other accommodations.
6B11103-Restaurant and Hotel Business: Bachelor's degree. The program is related to the research of the organization and management of the restaurant business and the hotel industry. A feature of the program is the opportunity to receive a double-diploma education with European universities, to undergo an internship in large restaurant and hotel complexes of the country.
During the training, students study relevant disciplines, such as: Hotel and Restaurant Management, Restaurant and Hotel Marketing, Hotel Economics, Hotel and Restaurant Logistics, Equipment for Hotel and Restaurant Facilities, Technical and Technological Equipment of Hotel Enterprises, Hotel and Restaurant Design complexes, Interior design of hotel and restaurant complexes, World restaurant business and many others.
In the process of training, the student will learn to: plan and organize the activities of food facilities and accommodation; develop start-up projects in the field of restaurant and hotel business; create projects and design of hotel and restaurant complexes; apply foreign experience in the restaurant business and hotel industry; use the latest technologies for organizing services for guests of public catering and hotel business.
Graduates receive a bachelor's degree in services and can work as directors, managers, hotel administrators, room reservation operators, catering directors, executives, restaurant hall managers / managers, catering administrators, managers of the booking department, guest service, guest relations, banquet sales.
6В11302-Logistics (by industry): Bachelor's degree. The program is related to the study of the theory and practice of management of a logistics enterprise, organization and management of the logistics activities of companies. A feature of the program is the opportunity to receive a double-degree education with European universities, to undergo an internship or internship in large logistics companies in the country.
During their studies, students study relevant disciplines, such as: Econometrics, Industry Statistics, Inventory Management in Supply Chains, Transport and Logistics Telematics, Commodity Science, Basics of Warehouse Logistics, Supply Chain Management, Production Logistics, Distribution Logistics, and many others.
In the course of training, the student will learn to: plan and manage a logistics company; to optimize the logistics processes at the enterprise; carry out and take into account the necessary customs procedures when performing foreign trade operations; develop market strategies based on marketing analysis of the logistics market; assess possible risks and needs arising when building a logistics process; apply economic and mathematical methods and models in logistics; to form logistic models of building a production process.
Graduates receive a bachelor's degree in services and can work as managers of the logistics department of enterprises and freight forwarding agencies, logisticians, specialists in multimodal transportation, agents for customs and freight forwarding services, operational logisticians, managers of transport and logistics centers, managers for procurement, customs clearance and certification, warehousing, transport, production logistics, transport service.
7М041107501-Marketing: Master's degree. The program is associated with an in-depth study of marketing activities, theoretical and practical problems of marketing. A feature of the program is the opportunity to receive a double-degree education with European universities, to undergo an internship at large universities and companies in the country; some disciplines are taught in English.
During their studies, students study relevant disciplines such as: Marketing Innovation, Positioning Strategy Implementation, Global Consumer Markets, Mathematical Methods and Models, etc.
In the process of training, the undergraduate will learn to: conduct scientific research on modern theoretical and practical problems of marketing, economics and business, apply economic, mathematical and marketing methods to analyze industry, regional and international markets; make management decisions on the analysis of the market situation, marketing planning, selection and evaluation of decisions on individual elements of the marketing mix; form the company's strategy, priorities of its product policy, including elements of brand management; apply modern pedagogical technologies when conducting classes in economic disciplines; find solutions to theoretical problems within the framework of adapting the world experience of innovative marketing technologies to the conditions of the domestic market.
Graduates receive a master's degree in economics and can work as business leaders, marketing directors, sales and marketing managers; advertising and public relations executives; marketers, analysts, SMM-managers, advertising, marketing and public relations managers, teachers in higher educational institutions in the direction of “Business and Management”; research workers at research institutes.
7M11114701-Tourism: Master's degree. The program relates to an in-depth research of topical issues in the field of tourism, key problems of the tourism services market, and innovative activities of the tourism enterprises. A feature of the program is the opportunity to receive a double-diploma education with European universities, to undergo an internship at major universities and travel companies in the country; some disciplines are taught in English.
During their studies, students research relevant disciplines, such as: Modern research of the tourism industry, Trends in the development of global tourism, Motivation for tourism and travel, Economic and mathematical analysis in tourism and others.
In the process of training, the undergraduate will learn to: conduct scientific research of modern theoretical and practical problems of the tourism industry; organize and manage the processes of formation and sale of tourism products and services; apply knowledge of a foreign language at a professional level, allowing for scientific research and practical activities in the field of tourism; apply methods of operational, tactical and strategic forecasting, design and planning of tourism activities at the regional, national and international levels; conduct a systematic analysis of the tourism services market and predict its.
7М11315201-Logistics (by industry): Master's degree. The program is associated with an in-depth study of the laws of logistics, economics and management in order to optimize supply chains, both regionally and globally. A feature of the program is the opportunity to receive a double-degree education with European universities, to undergo an internship at large universities and logistics companies in the country.
During their studies, students research relevant disciplines, such as: Improving procurement efficiency, Inventory management (advanced course), International logistics, Ensuring the stability of the international supply chain and others.
In the course of training, the undergraduate will learn to: develop strategic and operational logistics plans at the level of a subdivision (section) of the logistics system; organize the work of the elements of the logistics system; draw up a program and monitor the performance of the logistics system; manage orders, stocks, transportation, warehousing, cargo handling, packaging, service; apply various models and methods of inventory management in the enterprise; apply modern pedagogical technologies when conducting classes in economics and interdisciplinary disciplines.
Graduates receive a Master of Science degree and can work as directors of logistics enterprises, managers of the logistics department of the enterprises and freight forwarding agencies, logisticians, managers of transport and logistics centers; teachers in higher educational institutions in the direction of “Transport services”, “Business and management”; scientific workers in research institutes studying the problems of logistics development.
Teacher profiles
