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

24 January 2022 | All news | Корпоративные программы | EMBA & Executive Education | Кротов Константин Викторович
GSOM SPBU AND BUSINESS SCHOOL XXI CENTURY-CONSULT ANNOUNCED THE LAUNCH OF A JOINT EXECUTIVE MBA PROJECT IN BELARUS

The Graduate School of Management St. Petersburg University (GSOM SPbU) and the BUSINESS SCHOOL XXI CENTURY-CONSULT presented a new educational project in Minsk. The meeting was attended by Dmitry Yaroshevich, Deputy Minister of Economy of the Republic of Belarus, and Stanislav Makarenko, Minister Counselor of the Embassy of the Russian Federation in the Republic of Belarus. 

22 January 2022 | All news | Арай Юлия Николаевна
GSOM SPbU expert's case was published in the American collection of cases

The case of Yulia Aray, Associate Professor of the Department of Strategic and International Management, Academic Director of the Master in Management (MiM) program at the Graduate School of Management of St. San Diego: Cognella, 2021.

21 January 2022 | All news | Богатырева Карина Александровна | Bachelor programs | Achievements
A STUDENT OF GSOM SPBU BECAME THE WINNER IN THE world PROJECT X-CULTURE AS PART OF AN INTERNATIONAL TEAM

The international team of the X-Culture project, which included Veronika Chernysheva, a student of GSOM SPbU, studying in the International Management Program, won and entered the top 10 out of 1132 teams from around the world.

17 January 2022 | All news | Богатырева Карина Александровна | Верховская Ольга Рафаиловна | Research | Alumni | Master programs
Research of GSOM experts was published in journal included in ABS list

The case of Yulia Aray, Associate Professor of the Department of Strategic and International Management, Academic Director of the Master in Management (MiM) program at the Graduate School of Management of St. San Diego: Cognella, 2021.

14 January 2022 | All news | Master programs | Bachelor programs
GSOM SPbU students will for exchange to partner universities of the Business School

In the second semester of the 2021/22 academic year, 26 Bachelor and 20 Master students will go to partner universities for exchange.

13 January 2022 | All news | Ласковая Анастасия Кирилловна
Associate professor at GSOM SPbU became an expert at WorldSkills Russia Academy

Associate Professor Anastasia Laskovaya became an expert in the demonstration exam in the Technological Entrepreneurship competency at the WorldSkills Russia Academy.

13 January 2022 | All news | Master programs | Андрианов Александр Юрьевич
Graduate School of Management at St Petersburg University welcomed into CFA Institute University Affiliation Program

Students of Master in Corporate Finance taking steps to career success through preparation for the CFA Program

11 January 2022 | All news
GSOM expert told on experience of hybrid learning at GSOM SPbU at the Microsoft Educational Forum

Associate Professor Anastasia Laskovaya became an expert in the demonstration exam in the Technological Entrepreneurship competency at the WorldSkills Russia Academy.

10 January 2022 | All news
Get on the list of the best students in Russia and build your dream career! Registration for the "Management of the Future" conference is open

The Graduate School of Management of St. Petersburg University (GSOM SPbU), with the support of the GSOM Advisory Board, is holding the 10th "Management of the Future" conference.

29 December 2021 | All news
GSOM SPBU HELD A WEBINAR ON HYBRID LEARNING FOR RUSSIAN UNIVERSITIES

GSOM SPbU together with the Moscow City Pedagogical University (MGPU) and VTB Bank held a webinar "Hybrid Learning — New Pedagogy for Higher Education".

More news

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Igor V. Gladkikh
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Ksenia S. Golovacheva
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Deniz Mustafa Dalman
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Sergey I. Kiryukov
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Maria M. Smirnova
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Joan Freixanet Solervicens
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Johanna Pia Maria Frösén
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Megi M. Gogua
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Alina S. Rucheva
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Alina S. Rucheva
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