Two Programmes of Higher School of Marketing and Business Development Acknowledged in Europe
Two continuing education programmes at the HSE, ‘Marketing for Professionals’ and ‘Master in Marketing’, have been accredited by the European Marketing Confederation. Now, graduates can take additional exams and receive certificates recognized by European companies, including those operating in Russia.
The European Marketing Confederation (EMC) has its headquarters in Brussels and is one of the world’s most authoritative marketing associations. It develops standards for the industry, and its certification programme is acknowledged throughout Europe as the professional standard for specialists in marketing, sales and promotion.
As part of the accreditation process, European professionals analyzed the curriculums of programmes offered by the HSE Higher School of Marketing and Business Development Programmes, examples of cases studied at the courses, and the topics of graduation projects. The HSE professionals needed to prove that these projects were based on the activities of real companies, and that the teachers on the programme are business professionals.
The ‘Marketing for Professionals’ programme has been accredited at the 5th EMC qualification level (Junior Marketing Manager), and the ‘Master in Marketing’ programme at the 6th level (Marketing Manager). There is a total of seven levels in the EMC system of accreditation. Accreditation is valid until November 1, 2022, and both of these programmes are Russian-taught.
Marketing for Professionals
The ‘Marketing for Professionals’ programme lasts five months and is for marketing specialists with various backgrounds, including beginners. The programme method is based on working with a marketing plan – a skill essential for any marketing professional, said Tatyana Komissarova, Dean of the Higher School of Marketing and Business Development. The school follows the European standard of marketing plans.
Each block of the programme is concerned with one part of the marketing plan, including environment analysis, competition analysis, market trend analysis etc. The students form teams of 3-4 people, and create a marketing plan for a company that is employing one of them. At the end of the course, each of the students defends the marketing plan for their company.
Master in Marketing
The second accredited programme, Master in Marketing, was developed four years ago, when HSE Rector Yaroslav Kuzminov suggested that continuing education departments launch programmes for HSE students with a discount. The Higher School of Marketing and Business Development was the first to launch a programme for senior undergraduate students of sociology, political science, psychology and other fields. ‘For political science students, we offer a course in marketing communication; for psychology students – in consumer behavior; for sociology students – in marketing research, since these students often proceed to work in our sphere, and almost half of sociology graduates are employed in marketing’, said Tatyana Komissarova.
But it turned out that this programme is now most popular among graduates of other Moscow universities. ‘For them, it is an opportunity to quickly capitalize on their knowledge, and to achieve career growth as a result of applying sociological, political, psychological and other competencies to the marketing profession’, Tatyana Komissarova believes. By the time the course finishes, the students are supposed to already have a bachelor’s degree. But it is open not only for students, but for university graduates and business professionals as well.
Online learning and mentors
Students of the Higher School of Marketing and Business Development get their basic knowledge notfrom on-site lectures, but online, which provides them with more time for practical classes. The lectures are available on Universarium, an open education platform.
Continuing education courses should be taught not only by university professors, but by business professionals. At the Higher School of Marketing and Business Development, this is implemented by ‘mentors’. There are about 40 of them, and they are from various fields. In order to become a mentor, they pass a strict selection process, as well as studying on the ‘School of Mentors’ programme. On the ‘Marketing for Professionals’ programme, mentors comprise about 80% of all teaching staff.