Svetlana Berezka
- Deputy Head, Senior Lecturer:Graduate School of Business / Department of Marketing
- Programme Academic Supervisor:Marketing and Market Analytics
- Svetlana Berezka has been at HSE University since 2019.
Education and Degrees
- 2018
Candidate of Sciences* (PhD)
Lomonosov Moscow State University - 2012
Master's in Management
Lomonosov Moscow State University, Economics - 2010
Bachelor's in Economics
Lomonosov Moscow State University, 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.
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
2020
Lecturing in English, Academic Writing Center, НИУ ВШЭ, 01.09.2020-30.09.2020
Deep Learning Specialization, Coursera, 01.08.2020-30.09.2020
https://coursera.org/share/a9792a18e3cec75af10f43dca9ba1076
2020
EDEN Doctoral Seminar on Consumer Research, European Institute for Advanced Studies in Management (EIASM), 02-06.12.2019
2011
Russian-Germany Institute of Science and Culture, Lomonosov Moscow State University, 2009-2011
Courses (2022/2023)
- An Introduction to Consumer Neuroscience & Neuromarketing (Bachelor’s programme; Graduate School of Business; 4 year, 2 module)Eng
- Business Organisation in a Global Context (Bachelor’s programme; Graduate School of Business; 3 year, 4 module)Eng
- Consumer Behaviour (Bachelor’s programme; Graduate School of Business; 3 year, 3 module)Rus
- Consumer Behaviour (Master’s programme; Graduate School of Business; 1 year, 1, 2 module)Rus
- Research Seminar (Bachelor’s programme; Graduate School of Business; 4 year, 2, 3 module)Rus
- Past Courses
Courses (2021/2022)
- Consumer Behavior Research: Big Data and Predictive Analytics (Master’s programme; Graduate School of Business; 2 year, 1 module)Rus
- Consumer Behaviour (Bachelor’s programme; Graduate School of Business; 3 year, 3 module)Eng
- Consumer Behaviour (Master’s programme; Graduate School of Business; 1 year, 1, 2 module)Rus
- Neuromarketing (Bachelor’s programme; Graduate School of Business; 4 year, 3 module)Eng
- Research Seminar (Bachelor’s programme; Graduate School of Business; 4 year, 2, 3 module)Rus
Courses (2020/2021)
- An Introduction to Consumer Neuroscience & Neuromarketing (Bachelor’s programme; Graduate School of Business; 4 year, 2 module)Eng
- Consumer Behavior Research: Big Data and Predictive Analytics (Master’s programme; Graduate School of Business; 2 year, 1, 2 module)Rus
- Consumer Behaviour (Bachelor’s programme; Graduate School of Business; 3 year, 3 module)Rus
- Understanding Market and Marketing (Bachelor’s programme; Graduate School of Business; 2 year, 3, 4 module)Rus
Courses (2019/2020)
- Consumer Behaviour (Bachelor’s programme; Graduate School of Business; 3 year, 3 module)Rus
- Internet Entrepreneurship (Bachelor’s programme; Graduate School of Business; 3 year, 3, 4 module)Rus
Internet Entrepreneurship (Master’s programme; Graduate School of Business; field of study "38.04.02. Менеджмент", field of study "38.04.02. Менеджмент"; 1 year, 3, 4 module)Rus
- Internet Entrepreneurship (Bachelor’s programme; Graduate School of Business; 3 year, 4 module)Rus
- Introduction to Marketing Research Technology (Bachelor’s programme; Graduate School of Business; 4 year, 2 module)Rus
- Platforms, networks and interactions in retail (Master’s programme; Graduate School of Business; 2 year, 1, 2 module)Eng
- Project Seminar (Master’s programme; Graduate School of Business; 2 year, 1 module)Rus
- Research seminar "Modern trends in retailing" (Master’s programme; Graduate School of Business; 1 year, 1-4 module)Rus
Publications24
- Article Березка С. М., Фартунина А. В. Эмоциональное состояние потребителя как фактор совершения импульсных покупок // Вестник Московского университета. Серия 6: Экономика. 2023. № 1 (in press)
- Chapter Krasnikov A. V., Rebiazina V. A., Berezka S. COVID-19 Pandemic, Catalytic Institutions, and Consumer Well-Being: Evidence from Russia, in: Community, Economy and COVID-19: Lessons from Multi-Country Analyses of a Global Pandemic. NY : Springer, 2022. doi Ch. 18. P. 367-388. doi
- Chapter Mirakyan A., Berezka S. Management and COVID-19: Digital Shift to Remote Work and Remote Management, in: Digital Transformation and Global Society. 6th International Conference, DTGS 2021, St. Petersburg, Russia, June 23–25, 2021, Revised Selected Papers / Ed. by D. A. Alexandrov, A. V. Boukhanovsky, A. V. Chugunov, Y. Kabanov, O. Koltsova, I. Musabirov, S. Pashakhin. Cham: Springer, 2022. doi P. 446-460. doi
- Book Ребязина В. А., Шарко Е. Р., Березка С. М., Старков А. Г. Развитие электронной коммерции в России: влияние пандемии COVID-19. М. : Издательский дом НИУ ВШЭ, 2022.
- Article Berezka S., Rebiazina V. A., Muravskaia S. Changes in consumer behavior in the BRICS countries during the COVID-19 pandemic: The role of trust and anxiety // BRICS Journal of Economics. 2021. Vol. 2. No. 1. P. 53-73. doi
- Book Ребязина В. А., Шарко Е. Р., Березка С. М., Старков А. Г. Развитие электронной коммерции в России: влияние пандемии COVID-19 / Под общ. ред.: В. А. Ребязина. НИУ ВШЭ, 2021.
- Chapter Ребязина В. А., Березка С. М., Тункевичус Э. О. Характеристика цифрового поведения пользователей систем совместного потребления в социальных сетях на основе тематического моделирования // В кн.: Четвертая международная конференция «Управление бизнесом в цифровой экономике»: сборник тезисов выступлений, СанктПетербург. СПб. : ИПЦ СПбГУПТД, 2021. С. 131-136.
- Book Иващенко Н. П., Березка С. М., Буянов Е. В., Говорова А. В., Груздева Е. В., Коростылева И. И., Мирзоян А. Г., Петреченко В. А., Попова В. Г., Тищенко Е. Б., Федорова Ф. Ш., Чашкина Д. И., Шахова М. С., Шпакова А. А., Энговатова А. А. Экономика инноваций: учебно-методическое пособие для бакалавров. Экономический факультет МГУ им. М.В. Ломоносова, 2021.
- Chapter Berezka S., Sheresheva M. Y., Rebiazina V. A. Consumers and Businesses Response to the COVID-19 Pandemic: Is it about the Digital Shift?, in: Annual GSOM Emerging Markets Conference 2020. Conference book. Graduate School of Management, St. Petersburg State University, 2020. P. 214-219.
- Article Cherenkov V., Sheresheva M. Y., Starov S., Gladkikh I., Tanichev A., Berezka S., Savelev I., Yussuf A. Sustainability trends and consumer perceived risks towards private labels // Entrepreneurship and Sustainability Issues. 2020. Vol. 8. No. 1. P. 347-362. doi
- Chapter Nikolaeva E., Berezka S., Sheresheva M. Y. What brand logo is more suitable: examining explicit and implicit consumer perceptions for dairy products, in: Proceedings of the European Marketing Academy Issue 49th. EMAC, 2020.
- Chapter Mirakyan A., Berezka S. Why Entrepreneurial Competencies Are Essential for Business and Management Specialists in the Digital Economy Age?, in: Digital Transformation and Global Society. DTGS 2020 Vol. 1242. Springer, 2020. doi P. 373-386. doi
- Article Ребязина В. А., Березка С. М., Збандут Н. Г. Отношение потребителей к экономике совместного потребления в России // Российский журнал менеджмента. 2020. Т. 18. № 2. С. 255-280. doi
- Article Березка С. М., Демидова Д. А. Роль ощущаемого правообладания в поведении российских потребителей // Вестник Санкт-Петербургского университета. Серия 8. Менеджмент. 2020. Т. 19. № 4. С. 407-429.
- Chapter Berezka S., Sheresheva M. Y., Galkina N., Zhigulskaya D., Gorbunova A. Understanding the role of brand mascots using consumer neuroscience research methods, in: Proceedings of the European Marketing Academy Issue 48th. EMAC, 2019.
- Article Березка С. М., Шерешева М. Ю. Нейрофизиологические методы исследования потребительского восприятия телевизионного рекламного контента // Вестник Санкт-Петербургского университета. Серия 8. Менеджмент. 2019. Т. 18. № 2. С. 175-203.
- Chapter Sheresheva M. Y., Anisimov V., Berezka S., Boyko L., Kushnir A. Neuromarketing tools to predict the level of perceiving and understanding texts in commercials, in: Conference Proceedings GSOM Emerging Markets Conference 2018. St. Petersburg University, 2018. P. 53-56.
- Article Berezka S., Kolkov M. Y., Pereskokova E. V. The development approaches to tourist value propositions of small cities: the case of the Vladimir Region // Worldwide Hospitality and Tourism Themes. 2018. Vol. 10. No. 4. P. 498-509. doi
- Article Bukharov I., Berezka S. The role of tourist gastronomy experiences in regional tourism in Russia // Worldwide Hospitality and Tourism Themes. 2018. Vol. 10. No. 4. P. 449-457. doi
- Article Шерешева М. Ю., Березка С. М., Оборин М. С. Создание туристского продукта малых городов // Вестник Московского университета. Серия 6: Экономика. 2018. № 5. С. 94-112.
- Article Березка С. М. Ценностное предложение ритейлера для клиентов // Государственное управление. Электронный вестник. 2018. № 66. С. 144-159.
- Article Шерешева М. Ю., Валитова Л. А., Березка С. М. Потребительское поведение россиян возрастной категории 50+: пилотное исследование // Вестник Санкт-Петербургского университета. Серия 8. Менеджмент. 2017. Т. 16. № 2. С. 242-267.
- Article Шерешева М. Ю., Калмыкова Н. М., Валитова Л. А., Березка С. М. Создание ценностного предложения для потребителей 50+ с учетом их когнитивного возраста // Вестник Московского университета. Серия 6: Экономика. 2017. № 1. С. 147-168.
- Article Березка С. М. Программы лояльности: зарубежный и российский опыт // Вестник Московского университета. Серия 6: Экономика. 2016. № 5. С. 113-131.
Conferences
- 2022GSOM Emerging Markets Conference 2022 (EMC 2022) (Санкт-Петербург). Presentation: The consumer’s emotional state as a factor of buying behavior predictability
- 2021
Digital Transformation & Society (DTGS 2021) (online). Presentation: Management and COVID-19: Digital Shift to Remote Work and Remote Management
- 2020
Digital Transformation & Global Society (Санкт-Петербург). Presentation: Why Entrepreneurial Competencies Are Essential for Business and Management Specialists in the Digital Economy Age?
- Ломоносовские чтения 2020 (Москва). Presentation: Роль предпринимательства в устойчивом развитии территорий
- 7th International GSOM Emerging Markets Conference 2020 (Санкт-Петербург). Presentation: Consumers and businesses response to the COVID-19 pandemic: Is it about the digital shift?
- Analytics for Management and Economics Conference 2020 (Санкт-Петербург). Presentation: The Impact of COVID-19 Pandemic on Consumer Behaviour and Business Models
- 20196th International GSOM Emerging Markets Conference 2019 (Санкт-Петербург). Presentation: The Role of Online-Communities and Internet Influencers in Consumer Behavior on the Russian Perfumery Market
- 10th EMAC 2019 Regional Conference (Санкт-Петербург). Presentation: Developing Methods Of Joint Explicit And Implicit Consumer Perceptions Measurement
- 48th EMAC Annual Conference (Гамбург). Presentation: Understanding the role of brand mascots using consumer neuroscience research methods
- 201826th EBES Conference (Прага). Presentation: NeuroBarometer - Technology of Consumer Choice Estimation based on the Multimodal Brain Processes
- 9th EMAC Regional Conference: Marketing Challenges, Innovations and Trends in Emerging Markets (Прага). Presentation: The role of the regional administration in the development of small cities’ tourist value proposition
- EMAC (European Marketing Academy Conference) - 2018 (Глазго). Presentation: Creating tourist value proposition of small cities: Evidence from Russia
- 5th GSOM Emerging Markets Conference (Санкт-Петербург). Presentation: Neuromarketing tools to predict the level of perceiving and understanding texts in commercials
Grants
06/2021 – The fundamental research project "Digitalization as a driving force of open innovation and co-creation: Implications for value creation and value capture" (HSE Graduate School of Business Research Program)
07/2020 – 06/2021 The applied research project “Development of Multifactor Model to Improve Innovative Companies Competitiveness in the Digital Transformation Age" (HSE Faculty of Business and Management Research Program)
12/2017 – 05/2019. Research project "NeuroBarometer – consumer choice estimation technology based on multimodal measurements of brain processes". (Neurotrend)
04/2017 – 12/2018. Research project "Sustainable development of the territorial economy through networking of small cities and district centers". Project was supported by Russian Science Foundation (grant 17-18-01324)
02/2018. Research project "Creating the criteria system for best urban tourism development practices, justification parameters for analogues choice and analysis of selected global and Russian megacities experience".