Elena Zelenskaya
- Associate Professor:HSE Campus in St. Petersburg / St.Petersburg School of Economics and Management / Department of Management
- Programme Academic Supervisor:Arts and Culture Management
- Elena Zelenskaya has been at HSE University since 2014.
Education and Degrees
- 2019
Candidate of Sciences* (PhD)
HSE University - 2017
Doctoral programme
HSE University - 2014
Master's
HSE University - 2012
Degree
Lomonosov Northern Arctic Federal University
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.
Continuing education / Professional retraining / Internships / Study abroad experience
Professional training “Organization of Student Team Work Using Modern Digital Technologies”, HSE University (February – March 2023)
Professional training "Textual analysis in R and Python", HSE University (August – September 2021)
Professional training "Development of Multimedia Cases: From Idea to Prototype", HSE University (July – September 2021)
"Writing Cases Workshop" presented by The Case Centre, UK (February – May 2021)
Workshop on Problem Based Learning from Avans University of Applied Sciences, Netherlands (September 2017)
Business training "Agile Software Development" from ScrumTrek company, Russia (May 2017)
Erasmus+ staff training at Friedrich-Schiller-University Jena, Germany (March 2017)
Courses (2022/2023)
- Digital and Offline Marketing in Arts and Culture (Master’s programme; St.Petersburg School of Economics and Management; 1 year, 2 module)Eng
- Mentor`s Seminar "Arts and Culture Management" (Master’s programme; St.Petersburg School of Economics and Management; 1 year, 1-4 module)Eng
- Research Seminar "Analysis, Interpretation and Presentation of Study Results" (Master’s programme; St.Petersburg School of Economics and Management; 2 year, 2, 3 module)Eng
- Past Courses
Courses (2021/2022)
- Digital and Offline Marketing in Arts and Culture (Master’s programme; St.Petersburg School of Economics and Management; 1 year, 3 module)Eng
- Marketing (Bachelor’s programme; St.Petersburg School of Economics and Management; 2 year, 3, 4 module)Eng
- Research Seminar (Master’s programme; St.Petersburg School of Economics and Management; 2 year, 1-3 module)Rus
Courses (2020/2021)
- Digital and Offline Marketing in Arts and Culture (Master’s programme; St.Petersburg School of Economics and Management; 1 year, 4 module)Eng
- Digital and Offline Marketing in Arts and Culture (Master’s programme; St.Petersburg School of Economics and Management; 1 year, 3, 4 module)Eng
- Marketing (Bachelor’s programme; St.Petersburg School of Economics and Management; 3 year, 1, 2 module)Eng
- Marketing (Bachelor’s programme; St.Petersburg School of Economics and Management; 2 year, 3, 4 module)Eng
Courses (2017/2018)
Conferences
- 2021Analytics for Management and Economics Conference (AMEC) (Санкт-Петербург). Presentation: Artification beyond luxury: Evidence from Russian brand-and-artist collaborations
- 2019Analytics for Management and Economics Conference (AMEC) (Санкт-Петербург). Presentation: City Heritage and Place Brand Architecture: The Case of St. Petersburg, Russia
- 2018XIX Апрельская международная научная конференция по проблемам развития экономики и общества (Москва). Presentation: Модели управления и их влияние на эффективность деятельности учреждений сферы культуры
- GSOM Emerging Markets Conference 2018 (Saint-Petersburg). Presentation: Russian Theatre Industry: Key Characteristics and Implications for Performance Measurement
- 2016II International Graduate Conference ‘Sustainable Tourism Development in the Changing World’ (STEP) (Санкт-Петербург). Presentation: Authentic Gastronomy in Tourism: Implications for Hotel Restaurants
- 2015Consumer Behavior in Tourism Symposium 2015 (Мюнхен). Presentation: Current Trends in Cultural Consumption: The Case of St. Petersburg
- International Graduate Conference ‘Sustainable Tourism Development in the Changing World’ (STEP) (Санкт-Петербург). Presentation: The Role of Creative Industries in Tourist Destination Branding: Implications for Saint Petersburg, Russia
- 20145th International Conference on Destination Branding and Marketing (Макао). Presentation: Delivering Destination Brands: The Role of Hotels in Creation and Promotion of Regional Gastronomic Brand
Publications12
- Article Trabskaya J., Zelenskaya E., Sinitsyna A., Tryapkin N. Revisiting Museums of Contemporary Art: What Factors Affect Visitors with Low and High Levels of Revisit Intention Intensity? // Museum Management and Curatorship. 2023. Vol. 38. No. 2. P. 210-227. doi
- Article Zelenskaya E., Druzhinina E., Berezina A. Brand artification beyond luxury: Evidence from Russian brand-and-artist collaborations // Creativity and Innovation Management. 2022. Vol. 31. No. 4. P. 710-721. doi
- Article Zelenskaya E., Elkanova E. Designing place brand architecture: the potential of a sub-brands strategy // Journal of Product and Brand Management. 2020. Vol. 30. No. 1. P. 167-179. doi
- Chapter Zelenskaya E., Elkanova E. City Heritage and Place Brand Architecture: The Case of St. Petersburg, Russia, in: Proceedings of International Analytics for Management and Economics Conference, HSE University — Saint Petersburg, September 27–28, 2019 / Ed. by E. Shakina. , 2019. P. 80-82.
- Article Elena Zelenskaya. Geopolitics and tourism in the Arctic: the case of the national park ‘Russian Arctic’ // Journal of Policy Research in Tourism, Leisure and Events. 2018. Vol. 10. No. 1. P. 33-47. doi
- Article Зеленская Е. М. Применение метода «анализ среды функционирования» в оценке эффективности деятельности учреждений культуры // Вестник Балтийского федерального университета им. И. Канта. Серия: Гуманитарные и общественные науки. 2018. № 2. С. 39-51.
- Article Зеленская Е. М. Эффективность в сфере культуры: кластерный анализ социально-экономических показателей деятельности российских театров // Вестник УрФУ. Серия: Экономика и управление. 2018. Т. 17. № 1. С. 8-25. doi
- Article Зеленская Е. М. Эффективность деятельности учреждений культуры: анализ показателей и обзор методик оценки // Экономика Северо-Запада: проблемы и перспективы развития. 2017. № 3-4 (56-57). С. 174-188.
- Article Valery Gordin, Julia Trabskaya, Elena Zelenskaya. The Role of Hotel Restaurants in Gastronomic Place Branding // International Journal of Culture,Tourism and Hospitality Research. 2016. Vol. 10. No. 1. P. 81-90. doi
- Article Хорева Л. В., Трабская Ю. Г., Зеленская Е. М. Гастрономический брендинг как инновационная технология продвижения туристской дестинации // Известия Санкт-Петербургского государственного экономического университета. 2015. № 6 (96). С. 50-60.
- Article Зеленская Е. М. Гастрономический компонент в индустрии туризма // Вестник Северного (Арктического) федерального университета. Серия: Гуманитарные и социальные науки. 2015. № 3. С. 110-117.
- Chapter Трабская Ю. Г., Чичерина Е.М. Роль отелей в формировании гастрономических брендов дестинаций // В кн.: Гастрономические бренды дестинаций: подходы и применение / Науч. ред.: В. Э. Гордин, Ю. Г. Трабская. СПб. : Левша-Санкт-Петербург, 2014. Гл. 9. С. 150-180.
CIBA 2023: Talking Art and Business at the Alexandrinsky Theatre
On April 20, the conference 'CIBA: Creative Industries. Business. Art' took place. It was organised by students of the Master's programme 'Arts and Culture Management' in cooperation with the New Stage of the Alexandrinsky Theatre. The event was attended by 225 people, and the online broadcast on the VK social network had more than 230,000 views.
HSE University-St Petersburg Students Made up a Portrait of a Luxury Brands Consumer for Cartier
For more than six months, HSE University-St Petersburg students have been studying the attitude of young people aged from 18 to 24 toward luxury brands. Guided by the lecturers of the Master's programme 'Arts and Culture Management', eight Master's students and three Bachelor's students conducted three large stages of research on the young audience: in-depth interview, survey and experiment. The research resulted in the portrait of the potential luxury brands consumer among the youth. Read more about the research results.
'A Topic Which Inspires'
The journal Creativity and Innovation Management has published an article on how collaborations between art institutions, artists and commercial brands influence the consumer experience. The co-authors of the article—Alexandra Berezina, Evgeniya Druzhinina (graduates of the Master's programme 'Arts and Culture Management' at HSE University-St Petersburg), and Elena Zelenskaya (Associate Professor of the Department of Management)—share their impressions of working on the paper.
'I Feel the Urge to Continue My Studies'
In 2022 Kseniia Nicheuhina graduated from the Master's programme ‘International Business’. While studying, she and her course mates often managed the projects for major companies. Currently, the graduate works for HSE Centre for International Education and uses all the knowledge gained. We have talked to Kseniia about the admission to the university, Asian and African studies background and studying on the programme.
CIBA-2022: Creative Meeting of Art and Business
For the second time, the students of the Master's programme ‘Arts and Culture Management’ of HSE University-St Petersburg organised a massive event for representatives of creative industries on the New stage of Alexandrinsky Theatre. At CIBA, the experts with great experience in working with aesthetic intelligence discussed the ways to apply it for increasing business productivity.
CIBA-2022: New Stage of the Alexandrinsky Theatre, Aesthetic Intelligence, and Top Industry Speakers
On March 5, the New Stage of the Alexandrinsky Theatre will host the 'CIBA: Creative Industries. Business. Art' for the second time. This art event was created by students of the master's programme 'Arts and Culture Management'. The event will bring together prominent speakers (and one secret guest!) from the art industry, who will focus on the topic of aesthetic intelligence. The event has already been included in the Alexandrinsky Theatre’s repertoire and has been ranked among the top 5 events according to the Theatre.
ID Lab ONLINE Workshop
Elena Zelenskaya presented a new study "The efficiency of the performing arts: Evidence from data envelopment analysis for Russian theaters"