Department Information

The Department provides training for specialists in the fields of tourism, restaurant and hotel business, marketing, and logistics.

The Department offers 4 bachelor’s degree programs and 3 master’s degree programs. The programs are developed in accordance with the Professional Standards of the Republic of Kazakhstan, current labor market demands, and taking into account the experience of leading foreign universities.

A distinctive feature of the programs is the opportunity to obtain a double degree with European universities, as well as to complete internships and practical training in major companies across the country.

The Tourism program is implemented within the framework of multilingual education, meaning that students have the opportunity to study in three languages: Kazakh, Russian, and English. Some core master’s degree courses are taught in English.

The Department is actively engaged in research activities, implementing funded national and international grant projects and conducting various studies within its academic profile. Research areas include: modeling and forecasting socio-economic processes; marketing research of markets; studies of innovative infrastructure of high-tech industrial clusters; research on effective logistics methods for advertising information flows; studies of innovation commercialization processes; integrated multifactor assessment of tourism and recreational potential of destinations; research on innovative technologies in restaurant operations; development of innovative business models for youth tourism within the entrepreneurship system of the Republic of Kazakhstan; and development of urban tourist routes in Central Kazakhstan based on the application of SMART technologies.

The Department successfully operates the only Marketing Research Laboratory at the university, based on specialized software, which enables students to acquire practical skills in market and enterprise marketing analysis.

A platform for students’ self-realization and personal development is the Tourism Club, where regular classes are held on the techniques and tactics of active types of tourism. The outcome of these activities is an annual educational and training expedition undertaken by students in the Karkaraly mountain-forest area, with a total length of about 110 kilometers. For this purpose, the Department is equipped with all necessary professional equipment.

A unique initiative of the Department was the opening of the English Club in 2019, which allows students to improve their spoken English skills.

The Department works closely with the University’s Institute for Digital Economy Research. Within the framework of the Institute’s activities, undergraduate and graduate students of the Department have the opportunity to participate in funded research projects, scientific competitions, and subject Olympiads, as well as to publish joint articles in leading national and international academic journals.

The Department of Marketing annually organizes four International Online Olympiads in the programs Marketing and SMM, Tourism, Restaurant and Hotel Business, and Logistics (by industry), as well as an international online competition of scientific papers for undergraduate students, master’s students, doctoral students, and young researchers entitled “Sustainable Tourism Development.”

The Department regularly conducts educational and extracurricular activities, as well as various competitions, festivals, and exhibitions aimed at fostering and revealing the creative potential of students.

Dates and Facts

History:

The Department of Marketing was established in 1972, simultaneously with the founding of Karaganda State University. Its original name was the Department of Economics and Planning of Material and Technical Supply. The founder of the Department was Candidate of Technical Sciences, Associate Professor Urzhan Sagyndykovich Sagyndykov.

Over the years, the Department has employed many well-known specialists, including S.I. Gorodnichev, S.S. Amenova, A.D. Dyusembaev, A.A. Aubakirova, R.S. Karenov, V.S. Stepanenko, V.K. Saibel, A.M. Zevakov, E.A. Nam, T.K. Kylyshbekov, E.N. Nabiyev, M.K. Kozhakhmetov, B.B. Baidullaev, A.T. Tulegenov, R.A. Yaushev, Zh.M. Shaekina, A.Zh. Koitanova, and others.

At different times, the Department was headed by Professors S.S. Amenova, B.B. Baidullaev, R.S. Karenov, A.T. Tleuberdinova, A.A. Dyuisembaev, and D.G. Mamraeva. In 2002, due to an increased teaching workload, the Department was divided into two separate departments: Marketing and Management.

Since 2025, the Department has been headed by PhD, Associate Professor Almas Toleuuly.

Faculty

Currently, the Department employs 17 full-time faculty members holding academic degrees and master’s degrees. In addition, representatives of the business community are involved as part-time lecturers, which positively contributes to the quality of the courses taught. Faculty members are proficient in several foreign languages (English, German, French, Spanish), as confirmed by relevant international certificates.

D.G. Mamraeva and L.V. Tashenova are 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 fields of Market Analysis Activities and Social Media Management (SMM).

Faculty member B.O. Mukanov is a research fellow in grant-funded projects on the topic “Development of a New Habitat Model Based on the Urban Planning Concept of Neo-Nomadism and Ethnic Diversity (Lead Researcher)”, financed by the Science Committee of the Ministry of Science and Higher Education of the Republic of Kazakhstan. He is the author of articles published in high-ranking journals indexed in the Scopus database and in journals recommended by the Committee for Quality Assurance in Science and Higher Education (CQAHE).

Zh.Z. Arynova is the author of textbooks, teaching aids, and practical manuals such as Pricing Policy in the Restaurant and Hotel Business, Logistics, and Pricing in Industries; the monograph Modern Trends in the Development of Logistics Infrastructure in Kazakhstan; as well as articles published in high-ranking journals indexed in Scopus and in CQAHE-listed journals. She also serves as a research supervisor for undergraduate and graduate students who are winners of scientific conferences.

M.P. Ayaganova is the author of the monograph Development of Urban Tourist Routes in Central Kazakhstan Based on the Application of Smart Technologies in the Context of Tourism Digitalization, as well as articles published in high-ranking journals indexed in Scopus and in CQAHE-listed journals. She supervises undergraduate and graduate students who are winners of scientific conferences and Olympiads and is a researcher in grant-funded projects supported by the Science Committee of the Ministry of Science and Higher Education of the Republic of Kazakhstan.

A.Zh. Nurmaganbetova is the author of the teaching aid Pricing in Industries and articles published in high-ranking journals indexed in Scopus and in CQAHE-listed journals.

The profiles of the faculty members are actively represented in scientometric databases such as Scopus, Clarivate Analytics (Publons), Google Scholar, ResearchGate, ORCID, LinkedIn, and many others. This enables active collaboration with international colleagues in joint scientific publications, grant projects, and the organization of various international events.

Faculty members of the Department are full members of the Republican Public Association Qazaq Geography (D.G. Mamraeva, L.V. Tashenova) and the historical and geographical society Avalon (G.M. Ospanov). Senior lecturers D.T. Nursultan, N.B. Khasenkhanov, and L.V. Tashenova hold sports ranks in sports tourism.

Academic Mobility and Internships

Faculty members of the Department continuously improve their professional qualifications. They participate in international business trips, research internships, conferences, symposia, and seminars, and complete courses on international educational platforms such as Coursera (over 30 certificates were obtained during the 2019–2021 academic years).

October 12–23, 2015 – Candidate of Economic Sciences, Professor D.G. Mamraeva and Master of Economic Sciences, Senior Lecturer L.V. Tashenova visited the World Intellectual Property Organization (Geneva, Switzerland) as part of a research trip.

September 20–25, 2016 – Candidate of Economic Sciences, Professor D.G. Mamraeva and Master of Economic Sciences, Senior Lecturer L.V. Tashenova participated in the 9th St. Petersburg International Innovation Forum (St. Petersburg, Russian Federation).

July 19–27, 2017 – Within the framework of a research trip, Candidate of Economic Sciences, Professor D.G. Mamraeva and Master of Economic Sciences, Senior Lecturer L.V. Tashenova visited the Cambridge Innovation Center (CIC) (Rotterdam, the Netherlands).

In 2018, Candidate of Economic Sciences, Professor D.G. Mamraeva and Master of Economic Sciences, Senior Lecturer L.V. Tashenova visited the World Tourism Organization (Madrid), and in 2019 – the Association of Information Centers of the Czech Republic.

Since 2016, the above-mentioned faculty members have annually visited the National Library of Russia (St. Petersburg).

Master of Economic Sciences, Senior Lecturer D.M. Ussenova completed an internship at Tomas Bata University in Zlín (Czech Republic) during the reviewed period.

October 14–24, 2024 – As part of the research internship “Innovative Learning Strategies in Higher Education”, PhD, Associate Professor M.P. Ayaganova undertook a business trip to the Republic of Türkiye (Kastamonu University).

Students

In the 2024–2025 academic year, the total number of students enrolled in the Department was approximately 264, about 25% of whom study under state educational grants. The average growth in student enrollment in the Department’s academic programs over the past three years has been 27%, indicating strong demand for the offered educational programs.

Students of the Department annually become recipients of the Presidential Scholarship, the First President’s Foundation Scholarship, and prize winners of international and national subject Olympiads, as well as scientific and creative competitions. In 2025, Valeriya Dernova, a third-year student of the Marketing and SMM educational program, was awarded a named scholarship of Professor Karakesov.

In 2025, at the 8th International Olympiad on Techniques and Tactics of Active Tourism held in Astana, the Ortalyq team, led by Nurshuak Baktiyarұly, presented the project “Children’s and Youth Tourism through Mass Sports Events”, received high praise from the jury, and won 2nd place. In addition, based on the overall results of the Olympiad, the Ortalyq team was awarded 3rd place in the team standings.

Employment

The average employment rate of graduates is approximately 87% for bachelor’s degree programs and 100% for master’s degree programs.

Projects

Research on the Process of Innovation Commercialization in the Republic of Kazakhstan to Identify Problems and Develop a Mechanism for Effective Management of the Innovation Process
(Client: Ministry of Education and Science of the Republic of Kazakhstan; 2015–2017; Project Leader: Candidate of Economic Sciences, Associate Professor, Professor of the Department of Marketing D.G. Mamraeva).

Integrated Multifactor Assessment of the Tourism and Recreational Potential of Kazakhstan and Development of a Strategy for the Growth of Competitive Regional Tourism Products
(Client: Ministry of Education and Science of the Republic of Kazakhstan; 2018–2020; Project Leader: Candidate of Economic Sciences, Associate Professor, Professor of the Department of Marketing D.G. Mamraeva).

Development of Innovative Business Models for Youth Tourism within the Entrepreneurship System of the Republic of Kazakhstan
(Client: Ministry of Education and Science of the Republic of Kazakhstan; 2021–2023; Project Leader: Candidate of Economic Sciences, Associate Professor, Professor of the Department of Marketing D.G. Mamraeva).

Development of Urban Tourist Routes in Central Kazakhstan Based on the Application of Smart Technologies in the Context of Tourism Digitalization
(Client: Ministry of Education and Science of the Republic of Kazakhstan; 2021–2023; Project Leader: Candidate of Economic Sciences, Associate Professor, Professor of the Department of Marketing D.G. Mamraeva).

TEMPUS: Establishment of Four Higher Schools of Hotel Business in the Republic of Kazakhstan.

GeKaVoc – Transfer of Vocational Education in Logistics, Mechatronics, and Sustainable Energy Efficiency in Kazakhstan, implemented in cooperation with Otto von Guericke University Magdeburg.

Partners

The Department has a broad geography of cooperation with universities and research centers, including:
the University of Ljubljana (Slovenia), Prague University of Economics and Business (Czech Republic), The Hong Kong Polytechnic University (Hong Kong), Babeș-Bolyai University (Romania), Tomas Bata University in Zlín (Czech Republic), Charles University (Czech Republic), Vilnius University (Lithuania), University of Economics in Katowice (Poland), University of Deusto (Spain), University of L’Aquila (Italy), Peter the Great St. Petersburg Polytechnic University (Russia), Gorno-Altai State University (Russia), Dostoevsky Omsk State University (Russia), Russian State University of Tourism and Service (Russia), and Saint Petersburg State University of Economics (Russia).

Accreditation and Leadership

All academic programs of the Department hold national accreditation and occupy strong positions in national rankings.

Educational Programs

6B04113 – Marketing and SMM (Bachelor’s Degree)

This program is innovative and focuses on the study of classical marketing and social media marketing management (SMM). A distinctive feature of the program is the opportunity to obtain a double degree with European universities, as well as to complete internships or practical training in major companies across the country.

During their studies, students take a wide range of relevant courses, including:
Innovation-Driven Industrial Clusters in the Digital Economy; Use of Vector and Raster Graphics in Marketing and Advertising (basic courses in Corel Draw, Adobe Illustrator, and Adobe Photoshop); Application of SPSS for Enterprise Performance Analysis; Marketing Research; SMM Promotion; Merchandising; Branding; Identity Design; Internet Marketing; Introduction to Machine Learning; Introduction to Data Science; Big Data Analytics; Traffic and Marketing Analytics; Basic Excel Tools for Enterprise Analysis; SEO Promotion and Website Optimization; Web Technologies; Targeted Advertising; Web Analytics, and many others.

Throughout the program, students learn to:
conduct analytical marketing research; analyze online traffic and build marketing metrics systems; program in Python; apply strategic marketing tools; analyze large datasets and build economic and mathematical models; develop promising startup projects; use graphic design tools and create advertising projects based on knowledge of typography, color theory, and art design; develop web pages; apply effective SEO strategies and website optimization; and analyze the results of online promotion and advertising campaigns using advanced web analytics tools.

Graduates are awarded a Bachelor’s degree in Economics and Business and may work as marketing specialists, SMM managers, CRM marketers, digital and internet marketers, web analysts, e-commerce managers, e-commerce specialists, brand managers, advertising professionals, and specialists in marketing and public relations.

6B11101 – Tourism (Bachelor’s Degree)

This program focuses on the study of the specifics of organizing and managing tourism businesses.

During their studies, students take relevant courses such as:
International Tourism Geography; Techniques and Tactics of Active Tourism; Tourism Infrastructure; Marketing in Tourism; Branding of Tourist Destinations; Hotel Business; Tourism Transportation; Visa Support in Tourism; Technology of Tourism Product Development; Smart Technologies in Tourism; Tourism Economics; Leisure and Entertainment Industry, and others.

Within the Tourism educational program, field practice in the format of an educational hiking tour is organized to consolidate theoretical knowledge and develop professional practical skills. During this practice, students master the basics of organizing tourist routes, safety techniques, teamwork, and orienteering.

Throughout the program, students learn to:
conduct analytical research in tourism; develop tourist routes; organize and conduct sightseeing and thematic excursions; assess tourism and recreational resources of a region; make reservations and manage documentation using the international Amadeus system and other automated systems; design and promote tourism products; develop animation and leisure programs; use information and communication technologies in the development and implementation of tourism products; and organize air, rail, and other types of tourist transportation.

Graduates are awarded a Bachelor’s degree in Services and may work as directors of tourism companies, tourism managers, tour guides and methodologists, excursion organizers, tourism instructors, travel agents, guides and stewards, visa managers, ticket reservation operators (air and rail), hotel managers, and managers of other accommodation facilities.

6B11103 – Restaurant and Hotel Business (Bachelor’s Degree)

This program focuses on the study of organization and management in the restaurant business and hotel industry. A distinctive feature of the program is the opportunity to obtain a double degree with European universities, as well as to complete internships or practical training in major restaurant and hotel complexes across the country.

During their studies, students take relevant courses such as:
Innovations in restaurant business, Global hotel industry, Hotel and restaurant management, Marketing in restaurants and hotels, Economics of hospitality enterprises, Logistics in the restaurant and hotel industry, Equipment of restaurant and hotel enterprises, Technical and technological support of hotel enterprises, Design of hotel and restaurant complexes, Interior design of hotel and restaurant complexes, Global restaurant business, and others.

Throughout the program, students learn to:
plan and organize the operations of food service facilities and accommodation establishments; develop startup projects in the restaurant and hotel business; create projects and designs for hotel and restaurant complexes; apply international best practices in the restaurant and hotel industry; and use advanced technologies for organizing guest services in food service and hospitality enterprises.

Graduates are awarded a Bachelor’s degree in Services and may work as directors, managers, and administrators of hotel enterprises; room reservation operators; directors of public catering organizations; restaurant managers, floor managers, and administrators; as well as managers for reservations, guest services, guest relations, and banquet sales.

6B11302 – Logistics (by Industry) (Bachelor’s Degree)

This program focuses on the study of theory and practice of logistics enterprise management, as well as the organization and management of logistics activities within companies. A distinctive feature of the program is the opportunity to obtain a double degree with European universities, as well as to complete internships or practical training in major logistics companies across the country.

During their studies, students take relevant courses such as:
Logistics models in organizing the production process, Global logistics systems, Customs control, Econometrics, Statistics in industries, Inventory management in supply chains, Transport and logistics telematics, Commodity science, Fundamentals of warehouse logistics, Supply chain management, Production logistics, Distribution logistics, and others.

Throughout the program, students learn to:
plan and manage logistics companies; optimize logistics processes within enterprises; carry out and account for required customs procedures in foreign trade operations; develop market strategies based on marketing analysis of the logistics market; assess risks and emerging needs in logistics process design; apply economic and mathematical methods and models in logistics; and develop logistics models for organizing production processes.

Graduates are awarded a Bachelor’s degree in Services and may work as logistics department managers in enterprises and freight forwarding agencies; logisticians; specialists in multimodal transportation; customs and freight forwarding agents; operational logisticians; managers of transport and logistics centers; as well as managers in procurement, customs clearance and certification, warehousing, transportation, production logistics, and transport services.

7M041107501 – Marketing (Master’s Degree)

This program focuses on in-depth study of marketing activities and the theoretical and practical issues of marketing. A distinctive feature of the program is the opportunity to obtain a double degree with European universities, as well as to complete internships or practical training at leading universities and companies in the country. Some courses are taught in English.

During their studies, students take relevant courses such as:
Innovation in marketing, Implementation of positioning strategies, Global consumer markets, Mathematical methods and models, and others.

Throughout the program, master’s students learn to:
conduct scientific research on contemporary theoretical and practical issues in marketing, economics, and business; apply economic, mathematical, and marketing methods to analyze industry-specific, regional, and international markets; make managerial decisions related to market situation analysis, marketing planning, and the selection and evaluation of decisions for individual elements of the marketing mix; develop company strategies and define product policy priorities, including elements of brand management; apply modern pedagogical technologies in teaching economic disciplines; and find solutions to theoretical problems related to adapting global best practices in innovative marketing technologies to the conditions of the domestic market.

Graduates are awarded a Master of Economic Sciences degree and may work as enterprise managers; directors of marketing departments; sales and marketing managers; heads of advertising and public relations departments; marketing specialists, analysts, SMM managers, advertising, marketing, and PR managers; university lecturers in the field of Business and Management; and research fellows at research institutes.

7M11114701 – Tourism (Master’s Degree)

This program focuses on in-depth study of current issues in the field of tourism, key problems of the tourism services market, and innovative activities of tourism enterprises. A distinctive feature of the program is the opportunity to obtain a double degree with European universities, as well as to complete internships or practical training at leading universities and tourism companies in the country. Some courses are taught in English.

During their studies, students take relevant courses such as:
Modern research in the tourism industry, Trends in global tourism development, Motivation of tourism and travel, Economic and mathematical analysis in tourism, and others.

Throughout the program, master’s students learn to:
conduct scientific research on contemporary theoretical and practical issues of the tourism industry; organize and manage the processes of development and delivery of tourism products and services; apply a foreign language at a professional level for conducting research and practical activities in tourism; apply methods of operational, tactical, and strategic forecasting, design, and planning of tourism activities at regional, national, and international levels; perform systematic analysis of the tourism services market and forecast its development to ensure effective functioning of the hospitality and tourism industry; apply economic and mathematical methods to analyze the tourism market; and apply modern pedagogical technologies in teaching economic and interdisciplinary subjects.

Graduates are awarded a Master’s degree and may work as managers (directors) of tourism companies; heads of tourism departments in commercial and government organizations; managers of tourist information centers and travel agencies; heads of marketing and advertising departments in tourism enterprises; tourism managers; heads of ticket reservation departments (air and rail); university lecturers in the field of Service Industry; and research fellows at research institutes engaged in tourism development studies.

7M11315201 – Logistics (by Sectors) (Master’s Degree)

This program focuses on an advanced study of logistics, economics, and management to optimize supply chains at both regional and global levels. A distinctive feature of the program is the opportunity to obtain a double degree with European universities, as well as to complete internships or practical training at leading universities and logistics companies in the country.

During their studies, students take relevant courses such as:
Improving procurement efficiency, Inventory management (advanced course), International logistics, Ensuring stability of international supply chains, and others.

Throughout the program, master’s students learn to:

Develop strategic and operational logistics plans at the unit (section) level of the logistics system;

Organize the functioning of elements within the logistics system;

Develop programs and monitor key performance indicators of the logistics system;

Manage orders, inventories, transportation, warehousing, cargo handling, packaging, and service;

Apply various models and methods for inventory management at enterprises;

Utilize modern pedagogical technologies in teaching economic and interdisciplinary subjects.

Graduates are awarded a Master’s degree and may work as directors of logistics enterprises, logistics department managers at companies and transport-expedition agencies, logistics specialists, managers of transport-logistics centers; university lecturers in Transport Services or Business and Management; or research fellows in institutes studying logistics development issues.

Doctoral Program – 8D04104 Marketing

Starting from the 2024–2025 academic year, the Department of Marketing at the Faculty of Economics offers a new doctoral program: 8D04104 – Marketing.

The main goal of the program is to train highly qualified researchers and leaders in marketing, equipped with deep scientific knowledge, capable of making innovative decisions, managing complex market processes, and implementing modern marketing strategies in business, science, and public administration.

Doctoral graduates are expected to:

Master competencies in writing scientific and academic texts in English;

Apply modern research methods effectively to solve current marketing problems;

Conduct teaching-methodological and research activities using innovative educational technologies;

Analyze and implement digital solutions, marketing platforms, and ecosystems to enhance the effectiveness of marketing strategies;

Use comprehensive marketing analysis, predictive modeling tools, and economic-mathematical methods to forecast market trends and perform strategic planning.

Mode of study: full-time, duration: 3 years.

Master’s graduates wishing to continue a scientific career in marketing are encouraged to apply for the 8D04104 – Marketing doctoral program and join an active research environment.

Military Department

The main goal of the military department is to provide military training to university students and prepare officers and reserve sergeants. Students receive a military specialty while studying their civilian profession.

After completing the training program, students take a comprehensive final exam. Upon graduation, they are commissioned as reserve officers.

Teacher profiles

Mamraeva D.G.

Aldabergenova A.T.

Abzalbek G.A.

Aigozhin B.

Arynova Zh.Z.

Ayaganova M.P.

Kausova Zh.A.

Grebenyuk D.D.

Dzhumabaeva Sh.B.

Iskakova A.

Mukanov B.O.

Nurmaganbetova A.Zh.

Nursultan D.T.

Ospanov B.R.

Saduov A.Zh.

Satybaldinova A.A.

Tashenova L.V.

Tebaev Zh.Zh.

Toleuuly A.

Torzhanova D.A.

Helmle A.M.

Hasenkhanov N.B.

Collection of materials of the internataional scientific and practical conference “ADVANCE MARKETING SEARCH” (AMS)

Regulations on the III International Distance Olympiady_logistics

The position of the III International Distance Olympiad

Congratulations to the winners!

Results of 2022 Global Aggregated Ranking!

Congratulations to the winners Sustainable tourism development