Mrs. Megi M. Gogua

Assistant Professor

Mrs. 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

22 June 2022 | All news | Панибратов Андрей Юрьевич | Research
GSOM SPbU Professor Andrei Panibratov spoke at the Shanghai International Studies University (SISU)

On June 22, GSOM SPbU Professor and Director of the Center for Russian Multinationals and Global Business Andrei Panibratov spoke at the Shanghai International Studies University (SISU) for students and professors.

17 June 2022 | All news | Арай Юлия Николаевна
GSOM SPbU Professor Yulia Aray Held an Intensive on Social Entrepreneurship For Primorye Civil Servants

On June 22, 2022, the exposition “Peter the Great introduced science to us…” opens at the Mikhailovskaya Dacha university campus. The exhibition continues a series of events at St. Petersburg University dedicated to the 350th anniversary of Peter the Great.

17 June 2022 | All news
GSOM SPBU researchers have completed the project “Students’ entrepreneurial mindset formation: the role of university-industry collaboration”

The team of the Center for Entrepreneurship of the Graduate School of Management of St. Petersburg University (GSOM SPbU) analyzed actors and mechanisms for the effective implementation of cooperation between the university and industry with a view to form entrepreneurial thinking and skills of students. The project was based on an in-depth analysis of the case of collaboration between GSOM SPbU and MegaFon within the 5G_DREAM_LAB initiative.

17 June 2022 | All news
The Exhibition "Peter the Great Introduced Science to us …'' on the Mikhailovskaya Dacha Campus

On June 22, 2022, the exposition “Peter the Great introduced science to us…” opens at the Mikhailovskaya Dacha university campus. The exhibition continues a series of events at St. Petersburg University dedicated to the 350th anniversary of Peter the Great.

16 June 2022 | All news | Маслова Светлана Валентиновна
Seminar "Sustainable Development and Infrastructural Investment Projects with the Participation of St Petersburg: Problems and Prospects"

GSOM SPbU experts shared their best practices at the VIII research conference "Public-Private Partnership in the field of transport: models and experience".

15 June 2022 | All news | Master programs
GSOM SPbU and the School of Advanced Studies (SAS) of Tyumen State University are jointly studying the effectiveness of VR simulators for preparing for public speaking

The Research and Education Center "Digital Technologies in Education" (REC DTE) of GSOM SPbU in cooperation with Master program students of SAS of Tyumen State University, conducted an experiment that allows you to objectively evaluate the benefits of using immersive technologies in teaching presentation skills and working with a large audience.

25 May 2022 | All news
Joint EMBA program alumna established an entrepreneurship school for children

An alumna of the joint Executive MBA program "Strategic Management and Leadership" of GSOM SPbU and AlmaU Natalia Mitrofanova established the School of Entrepreneurship for Children "Founder". 

25 May 2022 | All news | Алканова Ольга Николаевна
Approaches to teaching at a modern Russian University: hybrid format as the main topic at GSOM SPbU Pashkus readings

GSOM SPbU with support from the Federal Academic Methodological Association held the 25th annual Pashkus Readings. This year the discussion involved aspects of modern teaching methods in higher education — lessons to be learnt from online format and what teaching at Russian universities will be like in the future.

25 May 2022 | All news | Верховская Ольга Рафаиловна
May 26 — Russian Entrepreneurship Day

Young Russians doubt about starting their own business, but those who took a chance don't regret it. This is what the Global Entrepreneurship Monitor (GEM) 2021/2022 data shows. In Russia the project is run by GSOM SPbU research team under the financial support from Sber.

25 May 2022 | All news
Professor well-being was discussed at the Knowledge Cafe meeting

Another Knowledge Café — a meeting where the Business school professors exchange teaching experience and methods — was held at the Graduate School of Management of Saint Petersburg University.

More news

Other professors
of the department

Mrs. Olga N. Alkanova
Mrs. Olga N. Alkanova
Senior Lecturer, Marketing Department
Mr. Igor V. Gladkikh
Mr. Igor V. Gladkikh
Associate Professor, Marketing Department. Director, Case Development Center
Mrs. Ksenia S. Golovacheva
Mrs. Ksenia S. Golovacheva
Senior Lecturer, Marketing Department
Mr. Deniz Mustafa Dalman
Mr. Deniz Mustafa Dalman
Associate Professor, Marketing Department
Mr. Sergey I. Kiryukov
Mr. Sergey I. Kiryukov
Senior Lecturer, Marketing Department
Mrs. Maria M. Smirnova
Mrs. Maria M. Smirnova
Head of Department, Marketing Department Associate Professor, Marketing Department Head of Research Center for Strategic Marketing and Innovations
Mr. Sergey A. Starov
Mr. Sergey A. Starov
Professor, Marketing Department
Mrs. Joan Freixanet Solervicens
Mrs. Joan Freixanet Solervicens
Associate Professor, Marketing Department
Mr. Vitaliy I. Cherenkov
Mr. Vitaliy I. Cherenkov
Professor, Marketing Department
Mrs. Megi M. Gogua
Mrs. Megi M. Gogua
Assistant Professor
Mrs. Kleopatra Konstantoulaki
Mrs. Kleopatra Konstantoulaki
Associate Professor
Mrs. Alina S. Rucheva
Mrs. Alina S. Rucheva
Assistant Professor, Marketing Department

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