Digital Marketing

Degree

Bachelor of Business Administration in Digital Marketing

Program length

4 years

Treshold score for state scholarship

100

Threshold score for paid department

ECTS

240

Level of English

B1 (Intermediate)

Program description

The aim of the program is to prepare marketing professionals to address the emerging business opportunities and challenges of local and global markets. Students will gain contemporary marketing knowledge and skills which will help to build credibility in their professional marketing role. During the program students will develop creative, critical and reflective thinking by analyzing and solving marketing problems through key analytical frameworks and main tools used; enhance the range of communication skills to maintain effective internal and external relationships; understand the ethical and legal concerns of marketers and integrate up-to-date technology to business processes.

Learning outcomes

• Mastering creative, critical and reflective thinking to face business opportunities and challenges.
• Recognizing the key analytical frameworks and main tools effectively used in marketing.
• Demonstrating multiple communication skills comprising of oral, written, audio/visual and digital for student’s future marketer role.
• Criticizing and assess the legal and ethical side of marketer’s actions in business decisions.
• Integrating digital tools in supporting marketing processes within an organization and beyond its borders.

Compulsory & elective modules (courses)

Employability

Nowadays marketing exists almost everywhere and, therefore, opportunities are available across all industry sectors. The career opportunities can range from the trade marketing, FMCG (Fast moving consumer goods) sector, advertising agencies, retailing, service marketing and digital marketing industries to non-profit organizations, such as charities, local government and higher education institutions.

International accreditation

Faculty profile

Ainur Abdrazakova

Head of the department

ainur.abdrazakova@sdu.edu.kz

AINUR ABDRAZAKOVA
ainur.abdrazakova@sdu.edu.kz

Post
Head of the department

Profile
Ainur Abdrazakova joined SDU University as a Head of «Economics and Business» Department in 2023. Dr. Abdrazakova has more than 20 years of teaching experience in Higher education both in Kazakhstan and abroad. Ainur Abdrazakova is a highly experienced, motivated and creative professional with extensive research, pedagogical and administrative experience. Dr. Abdrazakova’s research interests include Educational Leadership, HRM, Cost-benefit analysis, and Institutional Memory among others. In 2011-2017 Dr. Abdrazakova served as an Expert of JSC “National Center for State Scientific and Technical Expertise”(Kazakhstan).

Degree Qualifications
2001 – Diploma in ELT, Khoja Akhmet Yassawi International Kazakh-Turkish University, KZ
2007 – Diploma in Economics and Management, Lomonosov Moscow State University, RF
2004 – MSc in Management, Narxoz University, KZ
2015 – PhD in Economics and Business, Narxoz University, KZ
2014 – Postdoctoral studies in Strategy and Marketing, Business School of Huddersfield University, UK

Certificates
1. FLIGBY – “Flow Is Good Business for You”. Leadership Simulation and Program organized by the Leadership & Flow Global Research Network (2023).
2. Trainer of Nexus Simulation Game «Water-Energy-Food” Trainers. Academy of Public Policy under the President of the Republic of Kazakhstan jointly with the USAID, (2022).
3. Project Management: ISO 21500 (2022).
4. BusinessTrainer of National Chamber Entrepreneurs (Kazakhstan), (2018).
5. Professional Leadership Development Programme, Institute of Education of London, UK (2014).
6. International Management Teachers Academy (IMTA), CEEMAN, Strategic Management Track (2012).

Courses
– Change management
– Leadership
– Organizational behavior
– Educational management
– Economic theory
– Human resource management

Publications
1. Joint Research Monograph: «HRM in Transition-Practices of MNC Subsidiaries in Central and Eastern Europe, Russia and Kazakhstan (2015–2016)”. J. Selye University, Komarno (Slovakia), 2017. ISBN: 978-80-218-4
2. A bibliometric mapping of cost-benefit analysis—Three decades of studies// Economies, MDPI, vol. 9(3), pages 1-29, August 2021 co-authored with Ingrid Majerova, https://doi.org/10.3390/economies9030110
3. Multinationals and the evolving contours of their human management practices in Central and Eastern Europe and the former Soviet Union// Employee Relations, Vol. 42 No. 3 (2020), pp. 582-608 coauthored with Poór, J., Engle, A., Kovács, I., Morley, M., Kerekes, K., Slavic, A., Berber, N., Juhász, T., Zaharie, M., Legnerova, K., Dvorakova, Z., Stor, M., Suchodolski, A., Buzády, Z. https://doi.org/10.1108/ER-01-2019-0082
4. E-Government Diffusion in Czechia and Kazakhstan – Who Is Better?// Proceedings of the 21st International Scientific Conference “International Relations 2021: Current issues of world economy and politics” Bratislava: Ekonóm (2021) p. 489-502. Coauthored with Ingrid Majerova, ISBN 978-80-225–4904-2
5. Bibliometric Mapping on Smart Concept Research //Proceedings of the 21st International Scientific Conference “International Relations 2020: Current issues of world economy and politics” Bratislava: Economy (2020) p. 442-450. Coauthored with Ingrid Majerova, ISBN 978-80-225-4786-4.
6. Regional Development of Central European Countries in the Pre-COVID Period// 39th EBES CONFERENCE-ROME PROCEEDINGS-VOLUME I – (2022). p.245
7. Digital Agriculture: Challenges and Prospects in Kazakhstan. In. Kotlanova, E. and Gajdova, K (eds/). //Proceedings of International Conference Economic and Societal Challenges of the European Economy. Karviná: Silesian University, pp. 1-14. Coauthored with Ingrid Majerova and Nurlan Abdildin, ISBN 978-80-7510-527-1.

Research interests
– Educational Leadership
– HRM
– Cost-benefit analysis
– Institutional memory
– Smart technologies
– Economic development
– Human capital development
– Strategic management in Higher Education

Membership of professional organizations
1. The British Educational Leadership Management and Administration Society (BELMAS)
2. Central and Eastern European International Research Team (CEEIRT), Budapest, Hungary
3. Association of HR Managers of Kazakhstan
4. Central Eurasian Studies Society (CESS)

Scholarships & awards
2009: The U.S. State Department Bureau of Educational and Cultural Affairs, Junior Faculty Development Program (JFDP), Florida State University, Department of Economics
2009: World Trade Organization
2010: Erasmus Mundus Programme, Visiting scholar, Middle East Technical University, Türkiye
2013: Erasmus Mundus CANEM Project , Postdoctoral studies, Huddersfield University, England, UK

Madina Kenzhegaranova

Assistant Professor

madina.kenzhegaranova@sdu.edu.kz

MADINA KENZHEGARANOVA
madina.kenzhegaranova@sdu.edu.kz

Post
Assistant Professor

Profile
Madina Kenzhegaranova joined SDU University in September 2019. She holds a PhD degree in Management (Kazakh National University after Al-Farabi, 2015 ) and a master’s degree in educational human resources development (Texas A&M University, 2008, The Presidential Bolashak sholarship holder). Madina Kenzhegaranova has 17 years of teaching experience and three years of the administrative staff experience (2016-2019) in the position of the Director of Doctoral programs at Almaty Management University (AlmaU). Research interests of Madina Kenzhegaranova: change management in organizations, entrepreneurship. She has taught at Universities of Lithuania and Poland within the framework of the Erasmus plus program (2017 (one week program), 2018 (one week program)

Degree qualifications
Zhetysu State University after I.Zhansugurov, Taldykorgan, RK (foreign languages) 2002
Master of Science in educational human resources development, Texas A&M University, Texas, USA 2008
PhD in Management, Kazakh National University after al-Farabi, Almaty, RK 2015

Certificates
1. “Strategic thinking and capability course”, Jyväskylä University School of Business and Economics, Jyväskylä city, Finland (28.04. 2019 – 03.05.2019)
2. “Agile management” course, Solbridge International School of Business, Daejeon city, South Korea (May 2017).
3. Training seminar “Organization and implementation processes of the e-learning in higher education institution” – IAB, January 24th, 2014
4. Certificate of professional development on the program “Teaching Excellence (2ndlevel)” – (28th of February to 16th June 2015), AlmaU.

Courses
– Change management
– Innovation management and business communications for bachelors
– Research methods in Social sciences for masters

Publications
Journals:
1. Kenzhegaranova M.K. On the questions of theories and technologies of continuous improvement. Herald of the Kazakh National University after al-Farabi.Economic Series. Almaty. – 2015. – № 2 (108). Pp 140-145
2. Kenzhegaranova M.K. Organizational development patterns and regularities during implementation of change management strategies. Herald of the Kazakh National University after al-Farabi. Economic Series. Almaty. – 2014. – № 2 (102). Pp 138-143
3. Kenzhegaranova M.K. Concept of quality management in the implementation of organizational changes. Herald of the Kazakh National University after al-Farabi.. Economic Series. Almaty. – 2013. – № 6 (100). Pp 190-195
4. Kunanbayeva D.A., Kenzhegaranova M.K. Theoretical aspects of resistance to change in organizations. The monthly scientific journal “Young Scientist” Chita – Moscow, Russian Federation – 2013. – №9 (56). C. 200-204

Books:
Учебное пособие «Менеджмент: теория и практика Казахстана». Раздел: «Управление изменениями» – Алматы, 2-ое изд., доп.- Алматы: Игілікgroup, 2017 г. – 1,9 п.л.

Conference
1. International Conference: “Entrepreneurship and Business Education in a Changing World”, dedicated to the 25th anniversary of the International Academy of Business, October 31, 2013, Almaty, Kazakhstan
2. IX International scientific-practical conference of IAB: “Business and Education: development vector”. The role of innovation in the international transfer of knowledge. International Academy of Business (IAB), February 8, 2013 in Almaty, Kazakhstan
3. International scientific-practical conference “Regulation of economic issues in the CU and the CES: Practice and Problems” Kazakh National University. Al-Farabi, on December 6-7, 2013 in Almaty, Kazakhstan
4. International Conference: «ICEBMM 2012: International Conference on Economics, Business Management and Marketing», 12-13 May 2012 in Amsterdam, Netherlands.

Research interests
Change management in organizations, entrepreneurship

Scholarships & awards
International Presidential Bolashak Scholarship 2005-2008, Master’s program at Texas A&M University, Texas, USA.

Talshyn Baimuldanova

Senior lecturer

talshyn.baimuldanova@sdu.edu.kz

Bakhtiyor Meraliyev

Lecturer

bakhtiyor.meraliyev@sdu.edu.kz

BAKHTIYOR MERALIYEV
bakhtiyor.meraliyev@sdu.edu.kz

Post
Lecturer

Profile
Bakhtiyor Meraliyev joined the SDU University in Kazakhstan in 2020 as a member of Recruitment office. Since 2021, Bakhtiyor Meraliyev has been the lecturer of SDU Business School and also works in the field of analytics in HR. He teaches data analytics courses, conducts trainings on data analysis and actively participates in the life of the faculty and the university as a whole. His research interests lie in computer science, data science, artificial intelligence, machine learning, natural language processing, computer vision and HR analytics. In his spare time, Bakhtiyor enjoys hiking, developing his musical skills, participate in intellectual games, play chess and watch football.

Degree Qualifications
BA Mathematics (2019): SDU University, KZ
MA in Computer Science (2021): SDU University, KZ

Courses
ECO 315 (b) – Introduction to Python
ECO 318 (b) – Introduction to Machine Learning
FIN 508 (m) – AI for FinTech
FIN 513 (m) – Introduction to Python for FinTech
FIN 515 (m) – Database principles and Development

Publications
1. B. Meraliyev, K. Kongratbayev. ‘Applying machine learning models for predicting forest fires in Australia and the influence of weather on the spread of fires based on satellite and weather forecast data.’ (2020) Proceedings of International Young Scholars Workshop, [S.l.], v. 9, ISSN 2709-1120, doi: 10.47344/iysw.v9i0.187.
2. B. Meraliyev, K. Kongratbayev and N. Sultanova, ‘Content Analysis of Extracted Suicide Texts From Social Media Networks by Using Natural Language Processing and Machine Learning Techniques,’ 2021 IEEE International Conference on Smart Information Systems and Technologies (SIST), 2021, pp. 1-6, doi: 10.1109/SIST50301.2021.9466001.
3. B. Meraliyev, K. Kongratbayev, M. Bekbalanova and C. Turan, ‘A Computer Vision Supported Investigation on Anxiety-Success Relationship in Educational Processes,’ 2021 IEEE International Conference on Smart Information Systems and Technologies (SIST), 2021, pp. 1-6, doi: 10.1109/SIST50301.2021.9465880.
4. B. Meraliyev, E. Nabigazinova. ‘The impact of the use of internet memes in the process of teaching information technology disciplines on students of higher educational institutions.’ (2022) Proceedings of International Young Scholars Workshop, [S.l.], v. 11, ISSN 2709-1120. pp. 166-174
5. E. Nabigazinova, B. Meraliyev. ‘Exploration of the influence of esoteric programming languages on the involvement in the learning process.’ (2022) Proceedings of International Young Scholars Workshop, [S.l.], v. 11, ISSN 2709-1120. pp. 159-165

Conference
‘SDU Summer School’. Seminar presentation on Advanced Excel and Power BI. Kaskelen. Kazakhstan. July 2022

Research interests
Research interests lie in computer science, data science, artificial intelligence, machine learning, natural language processing, computer vision and HR analytics