Olga N. Alkanova

Senior Lecturer, Marketing Department

MIB (Master in International Business) Program Academic Director

Head, Education Programmes Committee, Graduate School of Management

 

 

E-mail: alkanova@gsom.pu.ru

 

 

EDUCATION

  • Candidate of Science (Economics), St. Petersburg State University, 2012
  • Doctoral Program, St. Petersburg State University, 2008-2011
  • Specialist Degree (Marketing), St. Petersburg State University, 2008

  

RESEARCH INTERESTS

  • Brand Management
  • Consumer Behavior
  • Marketing Research and Audit
  • Services Marketing

 

SELECTED RESEARCH PUBLICATIONS (TOTAL NUMBER — 12)

Articles in Refereed Journals

  • Towards an Improved Understanding of Brand Equity: estimating the perception of brands by consumers, producers and investors  // Vestnik (Herald) of St. Petersburg University. Management Series. 2012. Issue 2 (with D.V. Muravskii, M.M. Smirnova) (in Russian)(in print)
  • Brands, Trademarks and Commercial Symbols as Objects of Company Management // Vestnik (Herald) of St. Petersburg University. Management Series. 2012. Issue 2. P. 33-54 (with S.A. Starov, N.N. Molchanov) (in Russian)
  • Services Branding Effectiveness Assessment: the usage of brand touch-points model (on the example of Siberia Air Company) // Vestnik (Herald) of St. Petersburg University. Management Series. 2011. Issue 1. P. 105-136 (with S.A. Starov, I.A. Moreva I.A.) (in Russian)
  • Branding Effectiveness Evaluation in Contemporary Marketing Theory (Part 1) // Brand Management. 2010. No. 4. P. 216-222 (with S.A. Starov) (in Russian)
  • Branding Effectiveness Evaluation in Contemporary Marketing Theory (Part 2) // Brand Management. 2010. No. 5. P. 270-288 (with S.A. Starov) (in Russian)
  • Branding Effectiveness Evaluation Methodology // Vestnik (Herald) of St. Petersburg University. Management Series. 2009. Issue 4. P. 130-153 (with S.A. Starov) (in Russian)

 

Case Studies

  • Komarovo Equestrian Club: Give Way to New Favourite? // The European Case Clearing House (ecch). – 2012. – No. 512-125 (Case & Teaching Notes) 

 

HONORS AND AWARDS

  • Excellence in Advertising Training, PVG competition, 2007

 

OTHER PROFESSONAL ACTIVITIES

  • Manager, Research Projects Department, SPbU, 2011-2013
  • Leading Marketing Specialist, Ekotek Ltd., 2008-2011
  • Marketing Specialist of Strategic Marketing Department, “Teaspoon” Chain, 2005-2008
  • Member of Organizing Committees of international conferences (International Conference “Public Sector Transition”, SPbU, 2011-2012; 4th EMAC Regional Conference – Marketing Theory Challenges in Emerging Societies, SPbU, 2013)
  • Membership in Professional Associations

- Academy of Marketing Science (AMS), 2013–;

- British Academy of Marketing (AM), 2011–;

- European Marketing Academy (EMAC), 2012–.

Courses taught at GSOM

  • Quantitative Methods in Marketing (BA)
  • Consumer Behavior (BA)
  • Consulting projects (MIB, MITIM, MCF)
  • Introduction to Marketing (Master and Evening classes, Faculty of Geography & Geo-Ecology)