Marketing communications (Bachelor program)
Marketing analytics (Bachelor program)
Marketing (Bachelor program)
Consumer behavior (Bachelor program)
Articles
Gogua M. «Development of personalization strategy algorithm for online retailers’ marketing activities: customer perspective» (2021), International Journal of Management Theory and Practice, 8/2021, pp. 161-176 (in Russian)
Gogua M., Smirnova M. “Revisiting personalization through customer experience journey” (2020), Vestnik of Saint Petersburg University. Management. 19 (4): 430-460
Malchenko, Y., Gogua M., Golovacheva, K., Smirnova, M. and Alkanova, O. “A critical review of digital capability frameworks: a consumer perspective” (2020), Digital Policy, Regulation and Governance, Vol. 22 No. 4, pp. 269-288.
Conferences
50th Annual Conference of the European Marketing Academy (EMAC), Madrid, Spain (Online): Gogua M. “Enhancing customer relationships through personal data collection in retail” (2021)
Digital Transformation and Global Society 2021, ITMO University, St. Petersburg, Russia (Online): Gogua M., Rebiazina V., Smirnova M., “How has the COVID-19 Pandemic Transformed the E-Commerce Market on the Firm Level: Qualitative Insights from the Russian Market” (2021)
Annual Conference of the Academy of International Business (AIB), Miami, USA (Online): Gogua M., Smirnova M. “Personalization Preferences of Russian Consumers: The Implications for International E-Tailers for Customer Relationships Establishment” (2021)
XXII April International Academic Conference on Economic and Social Development, HSE, Moscow, Russia (Online): Gogua M., Smirnova M. “Qualitative insights into firm perception of e-commerce potential in the context of the Russian emerging market” (2021)
46th Annual Conference of the European International Business Academy (EIBA), Brussels, Belgium (Online): Gogua M. Smirnova M. “What are Personalization Preferences of Russian Consumers? The Implications for International E-Tailers” (2020)
Emerging Markets Conference, Graduate School of Management St. Petersburg, Russia: Gogua M. “Personalization in Marketing: Potential Strengths and Weaknesses in the New Realities” (2020)
VI International Doctoral Conference on Innovation and Entrepreneurship, Lappeenranta University of Technology, Lappeenranta, Finland: Gogua M. “Consumer behavior in electronic commerce in emerging and developed markets” (2019)
Emerging Markets Conference, Graduate School of Management, St. Petersburg, Russia: Gogua M. “Integrated approach to personalization in marketing in e-commerce transactions” (2019)
Conference proceedings
Gogua M. “External economic vector of forestry sector development scenarios in Russia” (2018), Contemporary problems of economics: from financial and social institutions to marketing, editor N. M. Starobinskaya, pp.107-113 (in Russian)
Gogua M. “Foreign trade barriers and the issue of the information security in Russia” (2018), Development of the contemporary economy of Russia (12 April): International Conference, editor. Yu. N. Guzov, pp. 106
Gogua M. “Factors affecting Finnish companies’ sales in Russia (the case of Metsä Group and Metso Corporation)” (2017), International Economic Symposium – 2017: Conference reports, editor O. L. Margania p. 142
Gogua M. “External and internal factors of digital economy development of Russian Federation” (2017), Entrepreneurship and reforms in Russia: XXIII international conference of young economists (1-2 December 2017): Conference reports, editor A. V. Belov, pp. 92-93
Gogua M. “Doing Business in Russia and Finland: Comparative Analysis” (2016), Entrepreneurship and reforms in Russia: XXII international conference of young economists (1-2 December 2016): Conference reports, editor A. V. Belov, pp. 91-92
Member of EMAC (European Marketing Academy) (2020 – present)
Member of AIB (Academy of International Business) (2020 – present)
Junior researcher, GSOM SPbSU, 2019, 2021
Analyst, Marketing department, MHG Systems Oy (Mikkeli, Finland), 2015
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