The Graduate School of Management of St. Petersburg University (GSOM SPbU) held a one-day intensive for students — a bootcamp — on the eve of the anniversary conference "Management of the Future'22". Professional managers shared their knowledge and experience with young professionals from 17 Russian universities.
The partners of the event were VTB Bank, Sberbank, Norilsk Nickel, Lenta, Bushe, the consulting company SBS, the career development service H, the online board game store GaGa.ru, and the water delivery service Vesolyy Vodovoz.
"Happiness in activity: personal development trajectory"
How to find your own career path and how to build a personal development plan according to the agile system — these and other questions were answered by Philip Guzenyuk, coach of the first persons from the Forbes list. He shared with the listeners how to build their development strategically, even when the world is dynamically and unpredictably changing.
“A career is not a personal race, but a team sport. We are growing together with other people,” the speaker noted, emphasizing the importance of cooperation and interaction with the team.
"Leadership and innovation — how to build a career in an innovative company"
What skills does a young specialist need when he is just starting to work in a corporation? Anna Korotchenkova, Director of the Digital Technologies Department at MMC Norilsk Nickel, shared how important it is to develop leadership competencies and teamwork skills in a dynamically changing environment and exponential growth of technology.
She noted that leadership is about managing the energy of a team through setting ambitious goals and positive motivation. “The potential for leadership lies within each of you. Any person can be a leader, depending on the situation, and one must be ready to make decisions and take responsibility,” Anna Korotchenkova added.
"Product analytics: A / B testing"
A/B testing helps teams and companies find out which product feature or positioning will appeal to consumers. At the workshop by Zhanna Azizova, GSOM SPbU alumna, Senior Data Analytics at Bolt, students learned about the peculiarities of conducting split tests, the main mistakes that novice analysts can make, and how to correctly analyze the results. “Sometimes the best way to resolve a dispute in a team is to conduct an honest A / B test,” the expert said, emphasizing the importance of this tool for making effective decisions in a company.
"Branding in Marketing"
How to build a successful product brand is a question that interests most marketers and business owners. As part of the Branding in Marketing master class, Angelina Bochkova, partner programs manager at SberMarket, showed the participants what the main branding models are, discussed the basic concepts — how the brand platform works, the personality and character of the brand, and how to competently build communication with users and customers.
"Internal stability in a crisis"
Since the beginning of the pandemic, many people have been talking about the importance of psychological stability and the development of anti-crisis solutions in the team and the company; these skills are still relevant today. Olga Abramova, an HR specialist with 20 years of experience, highlighted the main reactions of employees to unmanaged changes. For example, she noted that a person's cry is always a call for help, and aggression is a manifestation of fear.
The HR specialist also shared techniques for resistance to provocations and the expression of aggression and told how a responsible leader should behave in crisis situations, suggesting that in a dispute or conflict situation it is better to always take the position of an observer or researcher.
During the breaks between lectures, the academic directors of the GSOM SPbU Master programs spoke to the bootcamp participants. They talked about studying at the Business School, the benefits of the programs and the features of admission. Participants were able to ask all their questions directly.
At the end of a busy educational day, two interactive events took place. The business game "Entrepreneurship" was held by Mark Khlynov, GSOM SPbU alumnus, a partner of the Esprezo communication agency. He invited the participants of the game to become leaders of the business area and solve the task assigned to them. The experts were Academic Director of the Master in Management program Yulia Aray, CEO and Founder of the Marketing Agency Marketing Sales Consulting Yulia Balykina, Expert Consultant of the Business Incubator Ingria Roman Khromchenko and Skyeng Senior Strategy Manager Elisey Chaus.
A role-playing game about design thinking was conducted by Tatyana Bobrus, CEO at Samsonova Partners, GSOM SPbU alumna, and today a visiting lecturer at the Business School. The participants got acquainted with the origins of the design thinking methodology, reviewed a product development case from IDEO, and also tried on the role of designers and tried to create ideas for new products.
On the eve of the bootcamp, Future Management partners held 53 career and 315 mentoring consultations for students. At in-person events, conference participants will meet on the campus of the Mikhailovskaya Dacha Business School in October 2022.