• ‘Product Marketing and Analytics’

    • 2 years

Program description

The educational program is aimed at training specialists in marketing, as well as highly qualified Internet marketing specialists and marketing analysts who focus on developing sound strategic decisions on national and international markets of the digital sector of the economy in order to form competitive market advantages and optimize the costs of managing digital product marketing and Internet marketing organizations.

Our graduate students will get an idea of how to form the competitive advantages of an enterprise in a digital environment, how to manage Internet marketing at the functional level, learn how to analyze the processes of positioning, branding, targeting as well as develop an Internet marketing complex.

Program managers

Zhiltsova Olga Nikolaevna

  • PhD in Economics, Associate Professor.
  • Assistant Professor of the Department of Logistics and Marketing of the Financial University under the Government of the Russian Federation.
  • Editor-in-Chief of the international scientific and practical journal “Marketing and Logistics", member of the editorial board of the scientific journal “The World of Modern Science", certified trainer of NIMA, expert of educational projects of the Ministry of Science and Higher Education of the Russian Federation and FSUE MIA “Russia Today", authored more than 40 textbooks on marketing, communications and Internet marketing, General Director of LLC “Marketer".

Upon completion of the program, graduates will be able to

  • Develop promotion strategies and contextual display campaign strategies;
  • Perform site audit, develop a technical task for the site/ landing page;
  • Compile reports on implementing the contextual media strategy of promotion online;
  • Use the tools Yandex Webmaster, Google Search Console;
  • Possess the skills of media planning, forecasting and calculating the SEO budget;
  • Develop promotion strategies in social media, form content plans, conduct advertising campaigns in social media.

Key disciplines of the concentration

Digital Marketing Environment

Reveals the issues of modern technologies and digital marketing services, the formation of a marketing strategy on the Internet; introduces search engine optimization and website promotion (SEO), features of domain naming, evaluation of the effectiveness and efficiency of digital marketing.

Marketing Policy in the Digital Environment

Students study the features of developing and implementing a marketing policy of the organization in the digital environment, including marketing activities, sales logistics, trading activities. Students study some aspects of applying BigData and PIM, Digital, 5D, MasterData technologies, SKU systems and supplier’s personal account, automatic identification, and traceability of products in sales policy.

Integrated Marketing Communications

The discipline analyzes cases and practical tasks on the effectiveness of channels and tools of integrated communications, the introduction of direct marketing, SMM, interaction with bloggers and opinion leaders (influencer-marketing), the formation of customer and partner loyalty as a super-goal of system marketing.

UX design

Students study the basics of user experience and product design, user experience design methods, the role of user needs analysis (UX research) in UX design and user experience testing tools.

Data Driven Approach

The discipline is aimed at improving the competencies necessary for implementing the data-driven approach in the company. Students study the organization of data-driven processes in the company, the processes of analysis,  hypothesis creation and hypothesis generation: reports, funnels, qualitative and quantitative research.

Visualization: Power BI, Tableau

The discipline is aimed at improving the competencies necessary for data visualization and solving analytical problems. Students study the capabilities and components of Power BI, an introduction to the DAX data analysis language, creating and configuring visual elements, working with the API, and the basics of working with Tableau Server.


Our alumni work as:

  1. product marketers;
  2. digital marketers;
  3. product analysts;
  4. brand managers;
  5. marketing analysts;
  6. account managers.

Organizations where you can find a job

Unique advantages of the program

The program is implemented jointly with Netology (the largest company in the Russian-speaking space specializing in full-cycle online education), the program is taught by leading experts and practitioners of Internet marketing.

The program is implemented completely online, which means you will be able to study from anywhere in the country and the world (lectures are held at a convenient time on the MS Teams platform).

The unique content of the program, formed in a symbiosis of the theory and practice of modern Internet marketing.

The use of real cases and examples of representatives of Russian business in training.

The first network practice-oriented master’s degree program at the Financial University.

The opportunity to choose one of two concentrations during the second year of studies: “Marketing Analytics” or “Product Marketing”.