DEPARTMENT OF MARKETING

The Department provides training for specialists in the fields of tourism, restaurant and hotel business, marketing, and logistics.
The Department offers 4 bachelor’s degree programs and 3 master’s degree programs. The programs are developed in accordance with the Professional Standards of the Republic of Kazakhstan, current labor market demands, and taking into account the experience of leading foreign universities.
A distinctive feature of the programs is the opportunity to obtain a double degree with European universities, as well as to complete internships and practical training in major companies across the country.
The Tourism program is implemented within the framework of multilingual education, meaning that students have the opportunity to study in three languages: Kazakh, Russian, and English. Some core master’s degree courses are taught in English.
The Department is actively engaged in research activities, implementing funded national and international grant projects and conducting various studies within its academic profile. Research areas include: modeling and forecasting socio-economic processes; marketing research of markets; studies of innovative infrastructure of high-tech industrial clusters; research on effective logistics methods for advertising information flows; studies of innovation commercialization processes; integrated multifactor assessment of tourism and recreational potential of destinations; research on innovative technologies in restaurant operations; development of innovative business models for youth tourism within the entrepreneurship system of the Republic of Kazakhstan; and development of urban tourist routes in Central Kazakhstan based on the application of SMART technologies.
The Department successfully operates the only Marketing Research Laboratory at the university, based on specialized software, which enables students to acquire practical skills in market and enterprise marketing analysis.
A platform for students’ self-realization and personal development is the Tourism Club, where regular classes are held on the techniques and tactics of active types of tourism. The outcome of these activities is an annual educational and training expedition undertaken by students in the Karkaraly mountain-forest area, with a total length of about 110 kilometers. For this purpose, the Department is equipped with all necessary professional equipment.
A unique initiative of the Department was the opening of the English Club in 2019, which allows students to improve their spoken English skills.
The Department works closely with the University’s Institute for Digital Economy Research. Within the framework of the Institute’s activities, undergraduate and graduate students of the Department have the opportunity to participate in funded research projects, scientific competitions, and subject Olympiads, as well as to publish joint articles in leading national and international academic journals.
The Department of Marketing annually organizes four International Online Olympiads in the programs Marketing and SMM, Tourism, Restaurant and Hotel Business, and Logistics (by industry), as well as an international online competition of scientific papers for undergraduate students, master’s students, doctoral students, and young researchers entitled “Sustainable Tourism Development.”
The Department regularly conducts educational and extracurricular activities, as well as various competitions, festivals, and exhibitions aimed at fostering and revealing the creative potential of students.