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Sergey P. Kazakov

  • Sergey P. Kazakov has been at HSE University since 2008.

Education, Degrees and Academic Titles

  • 2021

    PhD in Economics and entrepreneurship
    University of Málaga

  • 2013

    Doctor of Sciences* in Economics and National Economy Management
    Thesis Title: Innovations Marketing Concept and Methods in Service Industries

  • 2002
    Associate Professor
  • 2000

    Candidate of Sciences* (PhD) in Economics and National Economy Management
    Moscow State University of Service

  • 1999

    MATI - Russian State Technological University named after Tsiolkovsky

  • 1992

    Plekhanov Russian Academy of Economics

* 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.
* Doctor of Sciences
A post-doctoral degree called Doctor of Sciences is given to reflect second advanced research qualifications or higher doctorates in ISCED 2011.

Continuing education / Professional retraining / Internships / Study abroad experience

2020 - Online Research Workshop with the title “Nvivo12 Plus / Twitter analysis” organised by the School of Management and Marketing (University of Westminster, London, UK), 3 July, 8 hours, certificate of workshop accomplisment.

2019 - Academic Mobility: Wesminster Business School, University of Westminster, London, UK. Lectures and seminars instruction in master programs 'Master of International Marketing' и 'Master of Entrepreneurship, research project collaboration. 26 January - 21 February.

2018 - 'Project based teaching as a basis for students entrepreneurship skills development'. NRU HSE. Innovations Management Department, December 8-15

2018 - 'Statistics and Probablity in Data Science', Online course, Khanacademy

2018 - 'Introduction to Python for Data Science' Online course, Microsoft

2018 - 'Fundamentals of Digital Marketing' Online course, Google Digital Garage and IAB Europe

2018 - 'Internet marketing: from rookie to professional', Netology, Russia.

2017 - Erasmus+ Teaching the class of B2B Marketing in Tourism, School of Tourism, MCI, Innsbruck, Austria

2013 - Moscow State University of Business and Economics, Phd 2d grade ('Doctor Nayuk')

2000 — Moscow State University of Service; PhD Economics; Specialization: Economy and Management of a National Economy

1998 — Moscow Aviation Technology University; 2nd higher education degree (Economics); Specialization: Marketing Management

1992 — Russian Plekhanov Academy of Economics; 1st higher education degree (Technical); Specialization: Catering/Restaurant Management and Food Processing Engineering 

- Data Science in market research & analytics

- Internal Market Orientation, employee job satisfaction & loyalty, employer brand, ICT in the internal corporate communications

- Tourism & Hospitality marketing

- Market Orientation and Business Performance

- Marketing product innovations

- Trade marketing

- Service marketing



Awards and Accomplishments

Courses (2022/2023)

Courses (2021/2022)

Courses (2020/2021)

Courses (2017/2018)

Editorial board membership

  • 2022: Member of the Editorial Board (Member of editorial board), Guest Editor (Guest editor of the special issue), Humanities and Social Sciences Communications.

  • 2022: Guest Editor (International Journal of Internet Marketing and Advertising - Guest Editor), International Journal of Internet Marketing and Advertising.

  • 2021: Deputy Editor-in-chief (Tourism Review - Communications/Social Media Assistant Editor), Tourism Review.


Tourism Review, Member Of Editorial Review Board

EMAC (European Marketing Academia)

AEMARK (La Asociación Española de Marketing Académico y Profesional)

AMA (American Marketing Association)

European Institute for Advanced Studies in Management (EIASM)

Member of PhD qualification committee with major in Management at National Research University - Higher School of Economics

Member of PhD qualification committee #D505.001.104 with major in Marketing at Finanical University


  • 2022
  • 6th International Academic and Professional Congress on Happiness "Happiness Management. a Social Well-being multiplier. Social Marketing and Organisational Communication" (Саламанка). Presentation: Effects of service quality on the happiness of tourists visiting La guajira - Colombia
  • 2021
    online CBIM 2021 International Conference (Atlanta, GA (online)). Presentation: Peer review of 5 conference paper submissions
  • AMEC'21 - Analytics for Management and Economics Conference (Санкт-Петербург). Presentation: Natural language processing of the negative hotel guests online reviews for services improvement in the hospitality business
  • 2019
    I Jornadas Doctorales en Economía y Empresa (Málaga). Presentation: Revisiting Internal Market Orientation in Family Firms
  • MBAcademy International Business Conference (Барселона). Presentation: International Management of the Internal Market Orientation
  • 2018
    ENTER2018 eTourism Conference (Йончеппинг). Presentation: How the Russian hotel industry is represented on online review platforms? An exploratory analysis of Muscovite hotels on Booking.com
  • XIX Апрельская международная научная конференция по проблемам развития экономики и общества (Москва). Presentation: Сегментация онлайн отзывов по лингво-группам: отличаются ли отзывы о российских отелях между англо- и неанглоязычными клиентами?

  • EMAC (European Marketing Academy Conference) - 2018 (Глазго). Presentation: Internal Market Orientation: an empirical study in the context of small and medium business organisations in Russia
  • CBIM Academic Conference (Center for Business & Industrial Marketing) (Мадрид). Presentation: Web 2.0 and Social Media Impact on Hotel Choice Decisions in B2B: The Comparative Study of Russian B2B and Leisure Tourist Practices

  • 2017
    EMAC (European Marketing Academy Conference) - 2017 (Гронинген). Presentation: Customer transgressions and perceived employee misbehavior in a context of UK and Russian service industries
  • 7th International conference on tourism management and related issues (Милан). Presentation: Segmenting online reviews by language groups: 
How English and non-English speakers rate Russian hotels differently
  • 7th International conference on tourism management and related issues (Милан). Presentation: Segmenting Online Reviews by Country of Origin: Empirical Evidence from Muscovite hotels

  • 7th International conference on tourism management and related issues (Милан). Presentation: Segmenting online reviews by language groups: How English and non-English speakers rate Russian hotels differently
  • 2014

    4TH INTERNATIONAL CONFERENCE ON TOURISM MANAGEMENT AND RELATED ISSUES (Рим). Presentation: How Russian Travellers Use Social Media and Other Internet Resources to Make Hotel-Choice Decisions

  • 7-я Ежегодная научная конференция "Современный менеджмент: проблемы, гипотезы, исследования" (Москва). Presentation: Влияние социальных медиа и интернет-ресурсов на потребительское поведение в индустрии гостеприимства и туризме


Employment history

04.2008 – 06.2009


Group Marketing Director

The Company: AV-TO was known as a retail subsidiary of Amtel-Vredestein, the Russian largest tyre maker. AV-TO comprise 84 non-franchised and branded retail outlets in 15 cities across Russian Federation powered by 9 AV-TO regional business units. The product line includes tires, wheels, motor oils and other car chemistry products, batteries, parts and accessories. Car repair and service are also available.


  • Leadership and management of Marketing Department at retail subsidiary headquarters and local marketing managers located within regional business units;
  • Marketing strategy planning, with an accounts to new economic reality, elaboration and execution for retail, B2B and wholesale trade, including group media planning and budgeting, flexible positioning platform with an account to local market conditions;
  • Loyalty program launch;
  • In-house and supplier supported consumer promotions and BTL activities;
  • Brand policy and outlets format unification according to brand book (shops interior, exterior, display and visual merchandising unified standards deployment);
  • Tyre/wheel disk internet store launch and promotion, market research and analysis, creative concept development with parent company and agencies.

Positioning: Report to CEO

Achievements: Internet sales account around 10% group turnover, all outlets comply with brand strategy, customer retention rate 36%, and customer recommendation rate is 42%.


02.2007 - 05.2008

Stage Entertainment Russia

Commercial (Sales&Marketing) Director

The Company: Russian subsidiary of the largest European entrainment holding specializing in production and staging of musicals, ice shows, rock concerts and corporate events


  • Achievement for set business plan targets with respect to revenues and profitability via provision of sufficient ticket sales and other sources of cash inflow;
  • Leadership management for 3 company departments: sales, marketing and customer service (call-center) totaling 30 people;
  • Sales, marketing, PR and promotion strategy elaboration and implementation for company projects;
  • Search and elaboration for sponsorship and co-promotion synergies with industry leaders;
  • Liaison with international commercial and production departments and companies for benchmarking and sharing successful strategies.

Positioning: Reported to CEO

Achievements: 100% brand awareness, 35% increase in sales in all sales channels, setting up and launching new profitable business areas for the company.


05.2006 - 01.2007

Various organizations

Independent Consultant (Sales&Marketing Strategy)

Client consulting and training for sales, marketing, event business and other respective areas. 5 completed projects including clients’ marketing staff assessments, strategy audit, trainings etc.


04.2004 - 04.2006,

Unicum Group

Group Marketing Director/Managing Director for Corporate Subsidiary

The Company: The largest manufacturer and distributor of entertainment industry solutions in Eastern Europe


  • Group marketing strategy elaboration, planning and implementation for both domestic and global markets including all tools of internal and external market analysis (surveys, observations, simulations, etc.);
  • Advertising and PR (creative concepts development, media planning and buying, internet sites support, interface with industry and general mass media);
  • Brand and product management for group manufacturing and supplying OEMs finished goods distribution (product mix planning, R&D group support, imported products localization, product launch and merchandising);
  • Sales support (pricing, event management, trade shows, BTL and customer promotions);
  • Management and administration of 14 people within the department (recruiting, training, career development and motivation);
  • Served as a company spokesperson for mass media;
  • Participation in Group's consulting project with regard to creation and hosting of industry marketing seminars and management consulting;
  • Within current position shared a responsibility as a Managing Director for Group Subsidiary specializing at hosting the 2d world's largest industry show including show planning, exhibition space sales, PR and advertising, financials, venue relationship management etc. Exhibition is rated world's #2 in terms of attendance and show space.

Positioning: Reported to Group President and CEO

Achievement: According to customer polls and industry press Unicum's marketing rated No.1 overall within the gaming and amusement industry in 2004-2006.


03.2002 - 04.2004

Candy Eletrodomestici S.r.l.

Key Account Manager (Retail Chains) then Business Unit Manager, Built-In Appliances

The Company: One of the key European home appliance producers with €1.4 billion annual sales.

Key Account Manager (Retail Chains)


  • Maintaining and development of high image of Candy Group brands at Moscow retail chains;
  • Market surveys of Moscow retail markets;
  • Sales forecast and order tracking;
  • Managed customer financial accounts;
  • Creation and administration of special promotions in order to facilitate fast sale-through;
  • Clear brand and product mix positioning, margin analysis and determination of a recommended retail pricing;
  • Supervision of merchandisers and in-store promoters.

Special Assignment: Responsible for Hoover floorcare product management and Hoover product FAB training for all CIS customers.

Positioning: Reported to Sales Director.

Main achievement: three digit percentage growth of sales to Moscow retail chains

Based on results then was promoted to the position of

Business Unit Manager, Built-In Appliances


  • Sales, marketing and business development for respective product category, including setting up sales budgets, product range planning and pricing management, account management including administration of sales, marketing, and logistics process to meet planned sales numbers with customers;
  • Managed 2 junior sales and marketing managers;
  • Brand and advertising management, planning and implementation sales-through multi-channel (importer, builder, furniture manufacturer, kitchen studio) sales and marketing strategy;
  • Advertising and PR strategy to improve and maintain high brand image.

Positioning: Reported to Category Sales Director based in Company HQ in Milano.

Main achievement: New channels procured and developed to add up to the total annual sales top result.


02.1994 - 01.2002,

Maytag International Inc.

Area Sales Manager, CIS and Baltic States

The Company: Export Division Of Maytag Corp., the 3d largest North American home and commercial appliance maker at that time. In 2006 Maytag Corp, a $4 billion company, was acquired by Whirlpool Corporation.


  • Account management: order procurement and tracking, product range planning, sales forecast, wholesale and retail staff product consulting and training, legal agreements tracking, accounts receivable tracking; * Local approval process, assistance in providing proper after sales product service;
  • Marketing and merchandising programs design and implementation with existing distributors, localization of marketing and tech documentation, market surveys;
  • Business development: search and identification of new accounts, strategic allies and prospective objects for investments or merge and expertise assessment of those entities;
  • Supervision and administration of the local sales representation office.

Positioning: Reported to Regional Manager in the London office.

Achievements: 50% market share of US built refrigeration and 90% market share of US built laundry in the CIS plus the on-going year by year sales growth on the managed territory.


  • Sales Management - Undergraduate level, Faculty of Management; 3rd year; Blocks 3, 4

Professional Interests

  • Marketing sales channels; product distribution issues
  • Market orientation and its relationship to company business performance
  • Forms of applied marketing: sales, service, and retail; product marketing and measuring competitiveness
  • Innovative marketing categories and marketing innovative products
  • Sales Management (taught in the English language) - Undergraduate level, Faculty of Management; 3rd year; Modules 3, 4
  • Sales Management - Undergraduate level, Faculty of Management; 4th year; Modules 3, 4
  • Marketing Basics - Specialists level, Faculty of Politology; Specialization: Advertising; 2nd year; Modules 3, 4
  • Marketing Basics - Specialists level, Faculty of Global Economics; 4th year; Modules 2, 3
  • Marketing Basics - Undergraduate level, Faculty of Business Information Technologies; 4rd year; Modules 1, 2

The author of 45 scientific publications summing 38,125 p.l. including 5 univestity work-books and 2 scientific books


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