Megi M. Gogua

Assistant Professor

Megi M. Gogua
Courses

Marketing communications (Bachelor program)

Marketing analytics (Bachelor program)

Marketing (Bachelor program)

Consumer behavior (Bachelor program)

EDUCATION AND ACADEMIC DEGREES

  • Doctoral Program, Economics and Management, Marketing Department, Graduate School of Management, St. Petersburg State University, 2021
  • Certificate of advanced professional training, “Artificial Intelligence” program, St. Petersburg State University, 2020
  • Master Degree in Economics, “International Trading System” program, Faculty of Economics, St. Petersburg State University, 2018              
  • Bachelor Degree in Business Administration, Marketing Specialization, Mikkeli University of Applied Sciences (Mikkeli, Finland), 2015

RESEARCH

  • Personalization in Marketing
  • Information and communication technology and artificial intelligence in marketing
  • Marketing analytics

SELECTED PAPERS AND PUBLICATIONS

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

OTHER PROFESSIONAL ACTIVITIES

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

INTERNSHIPS AND FELLOWSHIPS

HONORS AND AWARDS

  • Researcher, «PERSOGRAPHICS: Typologizing personalization in the context of AI solutions in online retail», 2021-2022 (St Petersburg State University, project ID 77098515).
  • Researcher, «A three-component model of consumer performance in the digital marketplace: motivational, cognitive and competence-based drivers (MCC-framework)», 2018-2020 (St Petersburg State University, project ID 41108405).

News

3 December 2021 | All news | Alumni
MENTORS 'TEA: MEETING OF THE TALENTUP! PROGRAM MENTORS SEASON 2021/2022 GSOM SPbU

The Graduate School of Management of St. Petersburg University (GSOM SPbU) held the first Mentors' Tea meeting of the TalentUp season! 2021/2022. Olga Beglova, Director of the EY Academy of Business in St. Petersburg, spoke to the alumni participating in the program about the value of mentoring.

30 November 2021 | All news | Alumni
A GSOM SPbU alumni meeting was held in London

GSOM SPbU alumni of different years met in London as part of the GSOM Ambassadors project. 

30 November 2021 | All news | Центр КСО | Благов Юрий Евгеньевич | Conferences
Yury Blagov took part in the social investment forum “Rodnye Goroda”

Yury Blagov, Director of the Center for CSR at GSOM SPbU, took part in the “Rodnye Goroda” social investment forum organized by Gazprom Neft. 

28 November 2021 | All news | Master programs
Doing Business in Russia: foreign and Russian students have participated at the projects of the Ingria business incubator

The program students helped real startups of the Ingria business incubator to design development strategies and reach the international level. 

26 November 2021 | All news | Новости СПбГУ | Master programs | Bachelor programs | Alumni
Experts from different fields of business shared their experience at the Management Career Week: Autumn 2021 at GSOM SPbU

VTB, L'Oréal, P&G, Uralsib, Teremok, Ozon, Microsoft, Bacardi and a dozen other leading companies took part in the brightest career event this fall — Management Career Week 2021: Autumn, which is traditionally held by the Graduate School of Management of St. Petersburg University. (GSOM SPbU).

25 November 2021 | All news | Международный обмен
Five international business schools have become academic partners of GSOM SPbU

This semester, five world business schools joined the academic partners of GSOM SPbU.

25 November 2021 | All news | Achievements
GSOM SPbU is the first Russian business school to receive the triple crown accreditation

The Graduate School of Management at St Petersburg University (GSOM SPbU) is the first business school in Russia to receive accreditation by the three most influential international associations: EQUIS, AMBA and AACSB

24 November 2021 | Арай Юлия Николаевна | Шиума Джованни | All news | Master programs | Международный обмен
Students of any business school of the Global CEMS Alliance can can register for 3 elective courses offered by GSOM SPbU

Students from all over the world enrolled in Master in Management Program of the Global CEMS Alliance can register for 3 elective courses offered by GSOM SPbU in the online format, regardless of which business school of the Alliance they study at.

24 November 2021 | All news | Achievements | Alumni
GSOM SPbU alumnus has become Chief of Staff of the Governor of St Petersburg

Ilya Tkachev, a 2007 alumnus of the Graduate School of Management of St. Petersburg University (GSOM SPbU), was appointed Chief of Staff of the Governor of St. Petersburg. 

24 November 2021 | All news | Achievements | Новости СПбГУ | Master programs | Bachelor programs | EMBA & Executive Education | Корпоративные программы | Alumni
GSOM SPbU has become the first Russian business school to receive the triple crown accreditation

The Graduate School of Management at St Petersburg University (GSOM SPbU) is the first business school in Russia to receive accreditation by all three most influential international associations for business education: EQUIS, AMBA and AACSB. According to statistics, only one of 100 business schools in the world is afforded such honour. 

More news

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Olga N. Alkanova
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Igor V. Gladkikh
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Ksenia S. Golovacheva
Ksenia S. Golovacheva
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M. Deniz Dalman
M. Deniz Dalman
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Sergey I. Kiryukov
Sergey I. Kiryukov
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Maria M. Smirnova
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Head of Department, Marketing Department Associate Professor, Marketing Department Head of Research Center for Strategic Marketing and Innovations
Sergey A. Starov
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Joan Freixanet Solervicens
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Johanna Pia Maria Frösén
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Associate Professor, Marketing Department
Vitally I. Cherenkov
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Megi M. Gogua
Megi M. Gogua
Assistant Professor
Alina S. Rucheva
Alina S. Rucheva
Assistant Professor
Kleopatra Konstantoulaki
Kleopatra Konstantoulaki
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