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Master’s Programme
B2C Business Management: Technology and Innovation
(Previously the Master’s Programme in Retail Management)
The master’s programme is implemented in partnership with X5 Group, a leading retail company, and offers a unique opportunity to study modern management approaches as well as organisational and technological innovations in customer business.
Graduates of the programme are highly sought after by leading companies in the retail and e-commerce sectors, the financial services industry, and FMCG companies, where they assume roles as product analysts, heads of online business divisions, category and brand managers, and heads of functional departments.
About the Programme
In the 'B2C Business Management: Technologies and Innovation' programme, you will learn how to manage customer experience, master modern technologies that drive business growth, and understand how to integrate innovation into business models. You’ll also develop essential leadership skills. These are the core competencies every manager needs in a company that works directly with end customers. Graduates of the programme go on to hold managerial and expert roles in retail, e-commerce, FMCG, and consulting, as well as launch their own ventures.
Is This Programme Right for You?
This is a programme for future leaders in the B2C sector—at the intersection of management, data, and customer technologies. Who are we looking for?
Professionals and entrepreneurs
working in retail, e-commerce, and other B2C industries who are looking to develop managerial and digital competencies, scale their businesses, and advance their careers.
Recent bachelor's graduates
who plan to build a career in the B2C sector, gain practical knowledge, complete internships, and work with leading companies in the consumer market.
Why Choose This Programme?
Practice-Oriented Learning
70% of the instructors are industry professionals. Courses are delivered in a co-teaching format, where an HSE University professor and a business practitioner lead the course together.
Project-Based Learning
You’ll work on consulting and group projects, analyse real business cases, and complete applied final projects. By the end of the programme, you’ll have over 10 projects in your portfolio.
Strategic Partnership with X5 Group
Top executives from the company help design the programme, teach courses, and provide real-life case studies, internships, and job opportunities.
Professional Community
Guest lectures, company visits, and industry events. Access to X5’s corporate university with 2,000+ online courses, training sessions, coworking spaces, and a professional library.
Meet the Programme Team
Programme Facts
Location
Campus in
2 years
Full-time programme
RUS+ENG
Instruction in Russian with some courses in English
Accreditation
Russian government and HSE scholarships and tuition fee waivers not applicable
Tuition and Admissions
650 000 RUB per year
Our partner X5 provides annual scholarships that cover part of the tuition fees.
Scholarships are awarded on a competitive basis, based on the results of entrance examinations held as part of the main admissions process.
Scholarships from X5
5 scholarships for HSE University graduates — covering 35% of annual tuition
20 scholarships for other applicants — covering 25% of annual tuition
Special admissions terms and scholarships for X5 employees and their family members
What You’ll Learn
How to Manage Customer Experience in B2C
Making Business Decisions Based on Data
Leading Digital Transformation
Project Leadership and Innovation Development
Three Areas of Study
01
Customer Experience
Focus on brand perception management, building customer loyalty, and understanding consumer behavior.
02
Technology and Innovation
Exploring digital solutions, data-driven tools, and the development of innovative business models.
03
Leadership and Management
Developing managerial thinking, a strategic mindset, and the skills to lead change.
After the Programme
Our graduates pursue careers in
Retail and e-commerce companies
Assortment management, customer experience, loyalty program development, and implementation of personalization technologies
FMCG companies and B2C service providers
DTC (direct-to-consumer) strategy implementation, development of customer ecosystems, and leadership of marketing and product teams
In consulting and marketing agencies
Customer journey research, touchpoint optimization, and development of digital transformation solutions in the B2C sector
In tech and digital companies
Development of customer-facing digital products, data and analytics management, and implementation of AI and machine learning solutions
In corporate business development centers
Leading projects to launch new formats, implementing innovative customer interaction models, and working at the intersection of marketing, IT, and operations management
In your own B2C projects and startups
Managing finances and teams, scaling projects based on customer needs and digital trends
FAQ
Who Teaches in the Programme?
The programme is taught by professors from HSE Business School and invited industry practitioners holding senior positions in the B2C sector. This unique combination ensures a strong academic foundation paired with real-world, practice-oriented learning.
X5 Group is the programme’s strategic partner. Top executives from X5 deliver core courses, lead masterclasses and special tracks, and organize internships and off-site sessions for students.
Among HSE’s management master’s programs, this one has the highest percentage of instructors recognized as Best Teachers, based on independent student voting.
Who Studies in the Programme?
Our students come from diverse academic and professional backgrounds, united by one goal — to grow professionally in the fast-evolving fields of retail and e-commerce.
We take a personalized approach to admissions, conducting one-on-one consultations and interviews with each applicant. This allows us to build a learning environment that maximizes both professional and personal growth. The program’s popularity is reflected in its steadily increasing number of applications — up more than 60% since 2022.
Student Profile
– 27 years – average age
– 40% – female students
– 26% – graduates of HSE University
– 30% – hold a first degree in managementAre There Internships and Company Projects?
Yes, students take part in consulting and project assignments from X5 Group and other corporate partners, complete internships, and work on real business cases.
What Are the Admission Requirements?
You’ll need a bachelor’s degree, a motivation letter, and an interview with the academic director.
Required documents:
– Passport
– Bachelor’s degree diploma (or an official certificate of graduation)
– Motivation letter
– Resume (CV)