A lab that develops business

 Have you ever wondered why the pace of digital communications development in Russia is so high? The reason for this surely lies in the government’s interest in the area, high demand for mobile communication and a large number of professional developers and advanced digital companies. However, none of these factors are unique to Russia. What does set Russia apart, though, is its vast territory, the largest in the world. And scale matters, meaning a larger demand, more services and greater expectations of the speed of their provision. Experience has shown that the rates of development are unlikely to go down. Thus, the development of digital communications was given to us as a fundamental driver. Development requires mobility and, therefore, tech-savviness. This is the assumption underlying our decision to create a Digital Marketing Lab at the State University of Management in the university’s centenary year.

Digital R&D in marketing poses an opportunity not only to improve understanding of consumer behaviour but also to respond quickly: to adapt, adjust and stay ahead of the curve. We are planning to ground the work in the lab on Data Mining and AI forecasting technologies. One of Russia’s leaders in this area, Beeline, agreed to a collaboration with SUM and became a co-initiator of the Digital Marketing Lab’s creation. The lab brings together over 1,000 students and postgraduates, and about 50 professors and lecturers from SUM’s Institute of Marketing.

Beeline’s disruptive digital technologies and consumer behaviours databases, the largest in Russia, create unique R&D opportunities in marketing. SUM’s Digital Marketing Lab will enable students to conduct online research of product markets; analyse consumer behaviour and competitor activities; design and test new digital services; and create unique programmes to promote products, brands and companies. All of this will later form the basis of students’ professional portfolios. 

The creation of the Digital Marketing Lab would not be possible without the support of SUM’s Rector Ivan Lobanov and Vice President for Digital Development at VimpelCom PJSC George Held. We are grateful to them for creating unique opportunities to develop the digital competencies of young professionals in the field of marketing, advertising, brand management and public relations.

The joint lab of SUM and Beeline is set to launch on 4 September 2019. The first results of its work will be presented on the III International Scientific Forum “Step into the Future: Artificial Intelligence and Digital Economy” to be held on 9—10 December at the Digital Business Space in Moscow (47 Pokrovka St.).  

Подпишись на тг-канал "Наш ГУУ" Дата публикации: 5.09.2019