Visiting Lecture From St. Peterburg
Having a global marketing insight gives students a competitive advantage by equipping them with the necessary skills and knowledge to navigate the complexities of the worldwide marketplace and contribute to the success of international businesses. It involves a profound understanding of the global marketplace and the factors influencing successful marketing strategies on a global scale. This understanding also entails analyzing market trends, consumer behavior, cultural diversities, economic conditions, and technological advancements across various countries and regions.
When dealing with global marketing insights, it becomes crucial to consider factors like cultural nuances, economic conditions, consumer behavior, and digital trends. These factors can significantly impact marketing strategies and campaigns in different countries, including Russia. Russia possesses a distinctive cultural heritage, emphasizing the importance of comprehending local customs, traditions, and values. Establishing strong relationships and trust with Russian consumers often requires a deeper understanding of their culture, encompassing language preferences, etiquette, and communication styles. With Russia experiencing rapid internet penetration, a significant portion of the population is active online. Social media platforms like VKontakte and Odnoklassniki are popular among Russians, alongside global platforms like Facebook and Instagram. Hence, when devising marketing strategies, carefully considering the digital landscape and leveraging online channels effectively are crucial.
Furthermore, for successful market penetration in Russia, localizing marketing content becomes imperative. This process involves translating and adapting marketing materials, such as websites, advertisements, and product descriptions, to resonate with the local audience. Localized content not only enhances comprehension but also shows respect for Russian culture. Additionally, it is essential to consider the regulatory environment by familiarizing oneself with relevant laws and regulations to ensure compliance and avoid potential legal issues.
To delve deeper into global marketing matters specific to Russia, the event presented a marketing expert, Associate Professor Dr. Nelli Koslova dan Dr. Ekaterina Shevchuk, from Peter the Great St. Petersburg Polytechnic University.
Activities
The first keynote speaker session by Dr. Nelli Koslova, the Deputy Director for International Affairs, Associate Professor, and PhD in Economics from Peter the Great St. Petersburg Polytechnic University. Dr. Nelli delivers a presentation on "Global Marketing Insights Focus on Russia."
Through her presentation, Dr. Nelli mentions that Ethnic Russians represent 80.9% of the total population (of which 84.93% belong to European ethnic groups) while minorities make up 19% of the population. Among the largest minorities are the Tatars, Ukrainians, Bashkirs, Chuvash and Chechens, who account for about 8.4% of the total population. The remaining 10.6% of the population are either Indo-European, Turkish or Baltic-Finnic peoples. Average nominal salary in Rusia is 54.7 thousand Russian rubles per month(≈ € 547). Household Consumption Expenditure is more in food consumption and alcohol drinks.
Dr. Nelli mentions that consumers are giving themselves permission to live a little. They’re not abandoning financial responsibility, but they are taking a short-term buying approach with discretionary items. Sparking joy can be a purchase motivator. Businesses should create campaigns that target special occasions. Alternative payment methods can also help split costs over time while catering to immediate consumption. Gen Z is an economic force and accounts for nearly one-quarter of the population. The pandemic shaped their most formative years, which translates into higher resilience and expectations than preceding cohorts. These Young and Disrupted consumers are on the cusp of financial independence, and their unconventional upbringing will transform business as usual. Born digital natives, technology runs in their DNA. Gen Z invests in their online personas and carefully curates their personal brands. Social media like TikTok is a stage to present themselves, a search engine for discovery and a lucrative career path. Millennials were the first content creators, but Gen Z will up the ante.
During the second keynote speaker session, Dr. Ekaterina Shevchuk, a respected Lecturer hailing from the esteemed Peter the Great St. Petersburg Polytechnic University, took the stage. With her extensive expertise, Dr. Ekaterina engaged the audience by delivering an insightful presentation centered around the captivating subject of 'Russia'
Next, the event continues with a Discussion Forum session led by the moderator, Dr.
During the Discussion Forum session, Dr. Nelli and Dr. Ekaterina previously presented several quizzes related to Russia, which were actively answered by the participants
Likewise, during the Q&A session, participants actively asked questions and received responses from Dr. Nelli and Dr. Ekaterina. Then, the event concluded with a group photo session with the students who attended the event offline in the auditorium of F8 campus, Gunadarma University.
