Ekaterina A. Makarova

Deputy Head:HSE Campus in Nizhny Novgorod / Library (Nizhniy Novgorod)
Visiting Scholar:HSE Campus in Nizhny Novgorod / Faculty of Humanities (Nizhny Novgorod) / School of Literature and Intercultural Communication
Associate Professor:HSE Campus in Nizhny Novgorod / Faculty of Management / Department of Marketing

Ekaterina A. Makarova has been at HSE since 2008.

Education and Degrees

2007
Candidate of Sciences* (PhD) in Social Structure, Social Institutes and Processes
Lobachevsky State University of Nizhny Novgorod
2000
Degree
Nizhny Novgorod State Technical University
2000
Degree
R.E. Alexeev Nizhny Novgorod State Technical University

* Candidate of Sciences
According to the International Standard Classification of Education (ISCED) 2011, Candidate of Sciences belongs to ISCED level 8 - "doctoral or equivalent", together with PhD, DPhil, D.Lit, D.Sc, LL.D, Doctorate or similar. Candidate of Sciences allows its holders to reach the level of the Associate Professor.

Student Term / Thesis Papers

Bachelor
A. Goleva «The Analysis of Problems and Improvement of Company’s Marketing Activity on the Internet». Faculty of Management, 2018
I. Tamaeva «Development of Promotion Strategy of an Online Shop». Faculty of Management, 2018
N. Ibulaeva «The Efficiency Analysis of the Media Advertising Tools on the Example of Company "Aquamarine"». Faculty of Management, 2018
E. Volkova «Development of the Promotion Program Based on the Example of "Keramissa" Company». Faculty of Management, 2018
D. Maikov «Use of Internet Marketing Tools in Company's Activities». Faculty of Management, 2018
E. Shishkina «Development of New Product Promotion Strategy». Faculty of Management, 2017
I. Seryakova «The Analysis of Problems and Improvement of Company’s Marketing Activity on the Internet». Faculty of Management, 2017
D. Evplova «Key Features of Positioning of Superregional Shopping Mall as Place of Leisure». Faculty of Management, 2017
M. Korobova «Analysis of Problems and Improving the Company’s Marketing Strategy». Faculty of Management, 2017
A. Kolodina «The Efficiency Analysis of SMM Tools in Marketing Activity of Companies HoReCa». Faculty of Management, 2017
D. Porfirev «The Analysis of Problems and Improvement of Company’s Marketing Activity on the Internet». Faculty of Management, 2016
A. Glebova «Promotion of Goods Using Tools of Internet-Marketing». Faculty of Management, 2016
S. Golovina «The Promotion of Services by Using Internet-Marketing Tools». Faculty of Management, 2016
E. Kiseleva «Analysis of Problems and Improvement Strategies of Brand Positioning». Faculty of Management, 2016
K. Kobozeva «Analysis of Problems and Improvement the Marketing Strategy of Online Store». Faculty of Management, 2016
D. Kreknin «Analysis of Problems and Improving the Marketing Strategy of Company». Faculty of Management, 2016
N. Treshcheva «The Improvement of the Company’s Marketing Communications on the Internet». Faculty of Management, 2016
A. Zakharova «Analysis of Employer Branding Strategy in Case of Intel Corporation». Faculty of Management, 2016
E. Trusixina «The analysis of problems and improvement of the company sales policy». Faculty of Management, 2014
V. Sheby'rev «Analysing problems and improving the marketing strategy of online store». Faculty of Management, 2014
D. Davy'dova «The promotion of the product by internet-marketing tools». Faculty of Management, 2014
Master
E. Abramova «Assessment of Company\'s Marketing Communications Effectiveness Online». Faculty of Management, 2018
D. Knyazkin «Using Videocontent in Marketing Activities of Online Store». Faculty of Management, 2018
A. Kondrashina «Development of a Program to Promote IT-services in the Russian Market». Faculty of Management, 2017
N. Ryzhkova «Assessment of Company's Marketing Communications Effectiveness Online». Faculty of Management, 2017
E. Soldatova «Marketing Strategy Improvement of Pre-University Training Center at HSE Branch in Nizhny Novgorod». Faculty of Management, 2016
M. Ledentsova «Problems Analysis and Improvement of Advance Strategy of the City Brand in the Internet». Faculty of Management, 2016
A. Zakharova «Problems Analysis and Improvement of a Sports Team's Marketing Strategy». Faculty of Management, 2016
S. Serebrennik «Seeding Strategy for Online Viral Content». Faculty of Management, 2014
I. Kortikova «Development of the advertising campaign of a new product». Faculty of Management, 2014
A. Velikorechin «Using Tools of Internet-Marketing to Promote a New Product». Faculty of Management, 2014

Full list of of student term / thesis papers

Courses (2018/2019)

Media Management in Russia (Faculty of Humanities (Nizhny Novgorod); programme "Литература и медиа")Eng
Modern Marketing Technologies (Bachelor’s programme; Faculty of Management; programme "Management"; 3 year, 1, 2 module)Rus
Project Seminar (Bachelor’s programme; Faculty of Management; programme "Business Administration")Rus
Scientific Research Methods in Management (Faculty of Management; programme "Management"; 2 year, 1 module)Rus
Past Courses

Courses (2017/2018)

Introduction to Marketing (Master’s programme; Faculty of Management; programme "Marketing"; 1 year, 1 module)Rus
Modern Marketing Technologies (Bachelor’s programme; Faculty of Management; programme "Management"; 3 year, 1, 2 module)Rus
Project Seminar (Bachelor’s programme; Faculty of Management; programme "Management"; 3 year, 3 module)Rus
Project Seminar (Bachelor’s programme; Faculty of Management; programme "Management"; 2 year, 2 module)Rus

Courses (2016/2017)

Consumer Behaviour (Bachelor’s programme; Faculty of Management; 4 year, 1, 2 module)Rus
Introduction to Marketing (Master’s programme; Faculty of Management; 1 year, 1 module)Rus
Project Seminar (Bachelor’s programme; Faculty of Management; 3 year, 1 module)Rus
Research Seminar "Modern Instruments of Marketing" (Master’s programme; Faculty of Management; 1 year, 1-4 module)Rus

Courses (2015/2016)

Consumer Behaviour (Bachelor’s programme; Faculty of Management; 4 year, 2, 3 module)Rus
Essentials of Marketing (Master’s programme; Faculty of Management; 1 year, 1 module)Rus
Guerilla-Tactics Marketing (Bachelor’s programme; Faculty of Management; 4 year, 2, 3 module)Rus
Internet Marketing (Bachelor’s programme; Faculty of Management; 4 year, 1 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Management; 1 year, 1 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Informatics, Mathematics, and Computer Science (HSE Nizhny Novgorod); field of study "01.03.02. Прикладная математика и информатика", field of study "38.03.05. Бизнес-информатика", field of study "09.03.04. Программная инженерия", field of study "01.03.01. Математика"; 1 year, 1 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Continuing Professional Education and Retraining; field of study "38.03.01. Экономика", field of study "38.03.01. Экономика", field of study "38.03.02. Менеджмент", field of study "38.03.05. Бизнес-информатика", field of study "40.03.01. Юриспруденция"; 1 year, 1 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Economics; 1 year, 1 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Humanities (Nizhny Novgorod); field of study "45.03.01. Филология", field of study "45.03.03. Фундаментальная и прикладная лингвистика"; 1 year, 1 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Law; 1 year, 1 module)Rus
Research Seminar “Modern Marketing Tools” (Master’s programme; Faculty of Management; 1 year, 1-4 module)Rus
Research Seminar “Modern Marketing Tools” (Master’s programme; Faculty of Management; 2 year, 1-3 module)Rus

Courses (2014/2015)

Essentials of Marketing (Master’s programme; Faculty of Management; 1 year, 1 module)Rus
Guerilla-Tactics Marketing (Bachelor’s programme; Faculty of Management; 4 year, 1, 2 module)Rus
Marketing (Advanced Course) (Master’s programme; Faculty of Management; spec. "Лин-менеджмент"; 2 year, 1, 2 module)Eng
Online Sales: Principles and Methods (Bachelor’s programme; Faculty of Management; 4 year, 3 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Law; 1 year, 1 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Informatics, Mathematics, and Computer Science (HSE Nizhny Novgorod); field of study "01.03.02. Прикладная математика и информатика", field of study "38.03.05. Бизнес-информатика", field of study "09.03.04. Программная инженерия"; 1 year, 1 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Management; 1 year, 1 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Economics; 1 year, 1 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Humanities (Nizhny Novgorod); field of study "45.03.01. Филология", field of study "45.03.03. Фундаментальная и прикладная лингвистика"; 1 year, 1 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Continuing Professional Education and Retraining; field of study "38.03.05. Бизнес-информатика", field of study "38.03.02. Менеджмент"; 1 year, 1 module)Rus
Research Seminar "Modern Instruments of Marketing" (Master’s programme; Faculty of Management; spec. "Маркетинг инноваций"; 2 year, 1-3 module)Rus
Research Seminar “Modern Marketing Tools” (Master’s programme; Faculty of Management; 1 year, 1-4 module)Rus
Sales Management (Bachelor’s programme; Faculty of Management; 4 year, 1 module)Rus

Courses (2013/2014)

Consumer Behavior (Advanced Course) (Master’s programme; Faculty of Management; spec. "Маркетинг инноваций"; 1 year, 1, 2 module)Rus
Essentials of Marketing (Master’s programme; Faculty of Management; spec. "Маркетинг инноваций"; 1 year, 1 module)Rus
Internet Marketing (Bachelor’s programme; Faculty of Management; 3 year, 3, 4 module)Rus
Marketing (Advanced Course) (Master’s programme; Faculty of Management; "Инновационный менеджмент", "Предпринимательство"; 1 year, 1, 2 module)Eng
Marketing (Advanced Course) (Master’s programme; Faculty of Management; spec. "Лин-менеджмент"; 1 year, 1-4 module)Eng
Personal and Social Safety (Bachelor’s programme; Faculty of Informatics, Mathematics, and Computer Science (HSE Nizhny Novgorod); field of study "010400.62 Прикладная математика и информатика", field of study "080500.62 Бизнес-информатика", field of study "231000.62 Программная инженерия"; 1 year, 1 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Management; 1 year, 2 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Economics; "World Economy"; field of study "080100.62 Экономика"; 1 year, 1 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Law; 1 year, 2 module)Rus
Personal and Social Safety (Bachelor’s programme; Faculty of Humanities (Nizhny Novgorod); 1 year, 1 module)Rus
Research Seminar “Modern Marketing Tools” (Master’s programme; Faculty of Management; spec. "Маркетинг инноваций"; 1 year, 1-4 module)Rus
Research Workshop: Marketing and Entrepreneurship (Master’s programme; Faculty of Management; spec. "Маркетинг инноваций"; 2 year, 1-3 module)Rus
Sales Management (Bachelor’s programme; Faculty of Management; 4 year, 1 module)Rus

Courses (2012/2013)

Consumer Behaviour (Bachelor’s programme; Faculty of Management; 4 year, 2, 3 module)Rus
Essentials in Marketing (Master’s programme; Faculty of Management; spec. "Маркетинг инноваций"; 1 year, 1 module)Rus
Internet Marketing (Bachelor’s programme; Faculty of Management; 3 year, 3, 4 module)Rus
Marketing (Advanced Course) (Master’s programme; Faculty of Management; "Предпринимательство", "Управление человеческими ресурсами", "Стратегический менеджмент", "Государственное муниципальное управление", "Инновационный менеджмент"; 1 year, 1, 2 module)Rus
Marketing (studied in English) (Bachelor’s programme; Faculty of Management; 3 year, 1-3 module)Rus
Sales and Trade Marketing (Undergraduate’s programme; Faculty of Management; spec. "Organization of the marketing activity at the Enterprise"; 5 year, 1, 2 module)Rus

Publications¹⁶

Article Егорова Н. И., Макарова Е. А. Анализ эффективности продвижения бренда территории в социальных сетях (на примере Facebook) // Russian Journal of Management. 2017. № 2 (in press)
Article Рябова Е. В., Макарова Е. А. Исследование жизненного цикла телекоммуникационной отрасли России // Электронный периодический научный журнал Sci-article.ru. 2016. № 29. С. 48-57.
Chapter Egorova N., Makarova E. A. MARKETING INFRASTRUCTURE AS ONE OF THE KEY ELEMENTS OF PLACE MARKETING, in: ABSRC 2014 Conference Proceedings. Slovenia: GEA COLLEGE, 2014.
Chapter Egorova N., Makarova E. A. TERRITORIAL MARKETING AS A PROMOTIONAL TOOL (NIZHNY NOVGOROD EXPERIENCE), in: Book of Proceedings 6th International Scientific Conference on Economic and Social Development and 3rd Eastern Europe ESD Conference: Business Continuity. Varazdin : Varazdin development and Entrepreneurship Agency, 2014. P. 119-124.
Article Егорова Н. И., Макарова Е. А. Кейс-метод как инструмент повышения эффективности преподавания в рамках магистерской программы «Маркетинг». // Инновации в образовании. 2014. № 9. С. 92-102.
Article Макарова Е. А. Маркетинг города: выбор стратегии развития // European Social Science Journal. 2014. Т. 2. № 10 (in press)
Chapter Макарова Е. А. Социальный аспект внутреннего маркетинга организации // В кн.: Социальные инновации в развитии трудовых отношений и занятости в XXI веке. Н. Новгород : Издательство НИСОЦ, 2014. С. 416-419.
Chapter Макарова Е. А., Давыдова Д. В. Маркетинг территорий в системе модернизации региона // В кн.: Регион в период модернизации: социальные институты. Материалы II Международной научно-практической конференции, 5 апреля 2013 г. / Науч. ред.: Д. А. Шпилев. Н. Новгород : Издательство НИСОЦ, 2013. С. 404-407.
Article Макарова Е. А., Митяков С. Н., Ширяев М. В., Яковлева Н. Н. Управление человеческим капиталом технического вуза: модель профессиональной компетентности преподавателя // Инновации. 2013. № 07(177). С. 86-91.
Article Макарова Е. А., Митяков С. Н., Ширяев М. В., Яковлева Н. Н. Управление человеческим капиталом технического вуза: мониторинг профессиональной компетентности преподавателя // Инновации. 2013. № 08(178). С. 83-88.
Chapter Макарова Е. А., Егорова Н. И. Контекстная реклама и партизанский маркетинг как современные инструменты привлечения потребителей // В кн.: Маркетинг та логiстика в системi менеджменту. Львов : Видавництво Львівської політехніки, 2012. С. 260-262.
Chapter Макарова Е. А. Особенности контекстной рекламы в интернете // В кн.: Актуальные вопросы экономических наук: сборник материалов XXV Международной научно-практической конференции: в 2-х частях / Под общ. ред.: С. С. Чернов. Ч. 1. Новосибирск : НГТУ, 2012. С. 126-131.
Article Макарова Е. А. Проблемы рынка хладагентов в России // Интеграл. 2012. № 3(65). С. 28-28.
Article Журавлева Н. Ю., Макарова Е. А. Разработка пошагового алгоритма оценки эффективности рекламной кампании // Интеграл. 2012. № 6(68). С. 100-102.
Chapter Макарова Е. А. Реклама в социальных сетях // В кн.: Актуальные вопросы экономических наук: сборник материалов XXV Международной научно-практической конференции: в 2-х частях / Под общ. ред.: С. С. Чернов. Ч. 1. Новосибирск : НГТУ, 2012. С. 100-104.
Article Макарова Е. А., Пак Г. С. Реклама в структуре повседневности // Вестник Нижегородского университета им. Н.И. Лобачевского. Серия: Социальные науки. 2006. № 1(5). С. 247-253.

Professional Interests

consumer product marketing
consumer behavior

Courses

Marketing (Undergraduate at the Faculty of Management (Nizhny Novgorod), third year, Blocks 1 - 3)
Marketing (Advanced) (Master's at the Faculty of Management (Nizhny Novgorod); Programme: Management; Speciallty: Entrepreneurship; first year, Blocks 1, 2)

Timetable for today

Full timetable