• Scientific and pedagogical direction - Doctor of Philosophy (PhD)

ON1 - evaluate and synthesize scientific theories, knowledge and ideas in the field of marketing based on the using of research results, modern methodology, approaches and trends of their development in order to create their own contribution to building up the scientific potential of the fundamental and applied school of marketing;

ON2 – identify promising, relevant areas of scientific and applied marketing research on the basis of experimental research on innovative topics to include new trends in the organization’s strategic development plan, contributing to the integration of Kazakhstan's research practice into the global scientific information space and the international research community;

ON3 – apply effective methods of planning and organizing scientific research of high significance in the framework of ongoing projects, forming a consistent methodology for their implementation and using scientific methods of research practice (general, interdisciplinary , quantitative, qualitative, new, original : imitation, ethnographic, synectic and others);

ON4 – create a mechanism for monitoring and forecasting perspective, the key markets of the organization, as well as the management of competitive advantages and competitiveness at different levels, forms a program of integrated marketing promotion of innovative projects in these areas using modern systems of th s integrated marketing communications;


ON5 - form a modern analytical marketing system (building logical chains, identifying cause-effect relationships, fact-checking , analyzing large amounts of information ) using strategic tools for assessing potential and market share, competitive environment, consumer behavior, a personalized approach to them; the image and recognition of brands in the domestic and international market according to the standards of the theory and practice of the marketing industry;

ON6 – celebrating concept and policy of market development, industry organizations on the basis of their systemic analysis, evaluation of strategic groups of competitors and smart technologies in order to increase the effectiveness of marketing activities in these areas and their projection on innovative and competitive development directions;

ON7 - create a strategic system for managing the innovation process of an enterprise based on the generation of original ideas on high-tech, personalized brands and the formation of consortia for their testing, transfer, implementation and distribution, solving the legal protection of innovative products, technologies and projects;

ON8 - to exist feasibility, financial justification, examination of completed projects and their commercialization on the basis of creating a system of their effective management, using the methodology of smart activities in the achievement and effectiveness of marketing , as well as digital analytics tools of communication activities for their integration into the organization’s database;

ON9 - to create, on the basis of expert-project analysis, a portfolio of alternative marketing strategies of various management levels: corporate, functional and instrumental, helping to expand the potential of foreign economic activity, increase competitiveness, improve the macro- and micro-environment of the enterprise, increase the market for brands of various levels aimed at personalized, creative attitude to customers;

ON10 - develop educational programs, educational and methodical complexes for carrying out classes, extracurricular work on fundamental and applied marketing disciplines in higher education organizations using traditional, innovative, interactive technologies and teaching methods, carrying out methodological support, educational, research , design and the communicative activities of students on the basis of the introduction of innovative ideas in the pedagogical process;

ON11 – create original scientific products of different levels based on planning and implementing an integrated research process, applying combined techniques and interdisciplinary knowledge, reasonably presenting their results, expanding the scope of existing knowledge for discussion in discussions and publications of national and international refereed publications included in the Clarivate Analytics, Scopus and others;

ON12 – promote technological, social development in the interest of the formation of the Kazakhstan scientific school of marketing and economic society, expanding the academic, professional, research and educational contexts, as well as defining the strategy of improving the personal and professional growth.