History:

The Department of Marketing was established in 1972, simultaneously with the founding of Karaganda State University. Its original name was the Department of Economics and Planning of Material and Technical Supply. The founder of the Department was Candidate of Technical Sciences, Associate Professor Urzhan Sagyndykovich Sagyndykov.

Over the years, the Department has employed many well-known specialists, including S.I. Gorodnichev, S.S. Amenova, A.D. Dyusembaev, A.A. Aubakirova, R.S. Karenov, V.S. Stepanenko, V.K. Saibel, A.M. Zevakov, E.A. Nam, T.K. Kylyshbekov, E.N. Nabiyev, M.K. Kozhakhmetov, B.B. Baidullaev, A.T. Tulegenov, R.A. Yaushev, Zh.M. Shaekina, A.Zh. Koitanova, and others.

At different times, the Department was headed by Professors S.S. Amenova, B.B. Baidullaev, R.S. Karenov, A.T. Tleuberdinova, A.A. Dyuisembaev, and D.G. Mamraeva. In 2002, due to an increased teaching workload, the Department was divided into two separate departments: Marketing and Management.

Since 2025, the Department has been headed by PhD, Associate Professor Almas Toleuuly.

Faculty

Currently, the Department employs 17 full-time faculty members holding academic degrees and master’s degrees. In addition, representatives of the business community are involved as part-time lecturers, which positively contributes to the quality of the courses taught. Faculty members are proficient in several foreign languages (English, German, French, Spanish), as confirmed by relevant international certificates.

D.G. Mamraeva and L.V. Tashenova are developers of the Professional Standards of the Republic of Kazakhstan approved by the National Chamber of Entrepreneurs of the Republic of Kazakhstan Atameken in the fields of Market Analysis Activities and Social Media Management (SMM).

Faculty member B.O. Mukanov is a research fellow in grant-funded projects on the topic “Development of a New Habitat Model Based on the Urban Planning Concept of Neo-Nomadism and Ethnic Diversity (Lead Researcher)”, financed by the Science Committee of the Ministry of Science and Higher Education of the Republic of Kazakhstan. He is the author of articles published in high-ranking journals indexed in the Scopus database and in journals recommended by the Committee for Quality Assurance in Science and Higher Education (CQAHE).

Zh.Z. Arynova is the author of textbooks, teaching aids, and practical manuals such as Pricing Policy in the Restaurant and Hotel Business, Logistics, and Pricing in Industries; the monograph Modern Trends in the Development of Logistics Infrastructure in Kazakhstan; as well as articles published in high-ranking journals indexed in Scopus and in CQAHE-listed journals. She also serves as a research supervisor for undergraduate and graduate students who are winners of scientific conferences.

M.P. Ayaganova is the author of the monograph Development of Urban Tourist Routes in Central Kazakhstan Based on the Application of Smart Technologies in the Context of Tourism Digitalization, as well as articles published in high-ranking journals indexed in Scopus and in CQAHE-listed journals. She supervises undergraduate and graduate students who are winners of scientific conferences and Olympiads and is a researcher in grant-funded projects supported by the Science Committee of the Ministry of Science and Higher Education of the Republic of Kazakhstan.

A.Zh. Nurmaganbetova is the author of the teaching aid Pricing in Industries and articles published in high-ranking journals indexed in Scopus and in CQAHE-listed journals.

The profiles of the faculty members are actively represented in scientometric databases such as Scopus, Clarivate Analytics (Publons), Google Scholar, ResearchGate, ORCID, LinkedIn, and many others. This enables active collaboration with international colleagues in joint scientific publications, grant projects, and the organization of various international events.

Faculty members of the Department are full members of the Republican Public Association Qazaq Geography (D.G. Mamraeva, L.V. Tashenova) and the historical and geographical society Avalon (G.M. Ospanov). Senior lecturers D.T. Nursultan, N.B. Khasenkhanov, and L.V. Tashenova hold sports ranks in sports tourism.

Academic Mobility and Internships

Faculty members of the Department continuously improve their professional qualifications. They participate in international business trips, research internships, conferences, symposia, and seminars, and complete courses on international educational platforms such as Coursera (over 30 certificates were obtained during the 2019–2021 academic years).

October 12–23, 2015 – Candidate of Economic Sciences, Professor D.G. Mamraeva and Master of Economic Sciences, Senior Lecturer L.V. Tashenova visited the World Intellectual Property Organization (Geneva, Switzerland) as part of a research trip.

September 20–25, 2016 – Candidate of Economic Sciences, Professor D.G. Mamraeva and Master of Economic Sciences, Senior Lecturer L.V. Tashenova participated in the 9th St. Petersburg International Innovation Forum (St. Petersburg, Russian Federation).

July 19–27, 2017 – Within the framework of a research trip, Candidate of Economic Sciences, Professor D.G. Mamraeva and Master of Economic Sciences, Senior Lecturer L.V. Tashenova visited the Cambridge Innovation Center (CIC) (Rotterdam, the Netherlands).

In 2018, Candidate of Economic Sciences, Professor D.G. Mamraeva and Master of Economic Sciences, Senior Lecturer L.V. Tashenova visited the World Tourism Organization (Madrid), and in 2019 – the Association of Information Centers of the Czech Republic.

Since 2016, the above-mentioned faculty members have annually visited the National Library of Russia (St. Petersburg).

Master of Economic Sciences, Senior Lecturer D.M. Ussenova completed an internship at Tomas Bata University in Zlín (Czech Republic) during the reviewed period.

October 14–24, 2024 – As part of the research internship “Innovative Learning Strategies in Higher Education”, PhD, Associate Professor M.P. Ayaganova undertook a business trip to the Republic of Türkiye (Kastamonu University).

Students

In the 2024–2025 academic year, the total number of students enrolled in the Department was approximately 264, about 25% of whom study under state educational grants. The average growth in student enrollment in the Department’s academic programs over the past three years has been 27%, indicating strong demand for the offered educational programs.

Students of the Department annually become recipients of the Presidential Scholarship, the First President’s Foundation Scholarship, and prize winners of international and national subject Olympiads, as well as scientific and creative competitions. In 2025, Valeriya Dernova, a third-year student of the Marketing and SMM educational program, was awarded a named scholarship of Professor Karakesov.

In 2025, at the 8th International Olympiad on Techniques and Tactics of Active Tourism held in Astana, the Ortalyq team, led by Nurshuak Baktiyarұly, presented the project “Children’s and Youth Tourism through Mass Sports Events”, received high praise from the jury, and won 2nd place. In addition, based on the overall results of the Olympiad, the Ortalyq team was awarded 3rd place in the team standings.

Employment

The average employment rate of graduates is approximately 87% for bachelor’s degree programs and 100% for master’s degree programs.

Projects

Research on the Process of Innovation Commercialization in the Republic of Kazakhstan to Identify Problems and Develop a Mechanism for Effective Management of the Innovation Process
(Client: Ministry of Education and Science of the Republic of Kazakhstan; 2015–2017; Project Leader: Candidate of Economic Sciences, Associate Professor, Professor of the Department of Marketing D.G. Mamraeva).

Integrated Multifactor Assessment of the Tourism and Recreational Potential of Kazakhstan and Development of a Strategy for the Growth of Competitive Regional Tourism Products
(Client: Ministry of Education and Science of the Republic of Kazakhstan; 2018–2020; Project Leader: Candidate of Economic Sciences, Associate Professor, Professor of the Department of Marketing D.G. Mamraeva).

Development of Innovative Business Models for Youth Tourism within the Entrepreneurship System of the Republic of Kazakhstan
(Client: Ministry of Education and Science of the Republic of Kazakhstan; 2021–2023; Project Leader: Candidate of Economic Sciences, Associate Professor, Professor of the Department of Marketing D.G. Mamraeva).

Development of Urban Tourist Routes in Central Kazakhstan Based on the Application of Smart Technologies in the Context of Tourism Digitalization
(Client: Ministry of Education and Science of the Republic of Kazakhstan; 2021–2023; Project Leader: Candidate of Economic Sciences, Associate Professor, Professor of the Department of Marketing D.G. Mamraeva).

TEMPUS: Establishment of Four Higher Schools of Hotel Business in the Republic of Kazakhstan.

GeKaVoc – Transfer of Vocational Education in Logistics, Mechatronics, and Sustainable Energy Efficiency in Kazakhstan, implemented in cooperation with Otto von Guericke University Magdeburg.

Partners

The Department has a broad geography of cooperation with universities and research centers, including:
the University of Ljubljana (Slovenia), Prague University of Economics and Business (Czech Republic), The Hong Kong Polytechnic University (Hong Kong), Babeș-Bolyai University (Romania), Tomas Bata University in Zlín (Czech Republic), Charles University (Czech Republic), Vilnius University (Lithuania), University of Economics in Katowice (Poland), University of Deusto (Spain), University of L’Aquila (Italy), Peter the Great St. Petersburg Polytechnic University (Russia), Gorno-Altai State University (Russia), Dostoevsky Omsk State University (Russia), Russian State University of Tourism and Service (Russia), and Saint Petersburg State University of Economics (Russia).

Accreditation and Leadership

All academic programs of the Department hold national accreditation and occupy strong positions in national rankings.