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Рр. 4 – 10
UDC 339.1:37(045)
DOI: 10.24412/2071-3762-2026-4346-4-10
Building a Donation Culture at the University: Marketing Tools for Student Engagement (Case Study: Financial University)
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Rodionova Marina Evgenievna,
PhD of Sociological Sciences, Associate Professor, Executive Director of the Target Capital Management Fund of the Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/ 0000-0001-8663-313X
Kiseleva Natalya Ilyinichna,
PhD in Sociology, Associate Professor, Associate Professor of the Department of Sociology, Director of the Center for Advanced Research and Development in Education, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt,Moscow, Russia
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https://orcid.org/0000-0003-3310-3826
Belan Daria Sergeevna,
Student, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0005-2830-4713
Sytin Boris Sergeevich,
Chief Specialist of the Center for Advanced Research and Development in Education, Financial University under the Government of the Russian Federation; 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0000-8468-0979
The article explores the features of the formation of a donation culture in the university environment as an important element in the development of academic philanthropy and university fundraising. Using the example of the Financial University, the article analyzes the marketing strategies for involving students in supporting the endowment fund and identifies the barriers that hinder the development of a donation culture. The empirical basis of the study is based on the results of a questionnaire survey of students, which allowed to determine their level of awareness, readiness for financial and non-financial participation, as well as the key motivational factors. It has been established that, despite their low level of awareness, students demonstrate a high potential for engagement due to their trust, emotional identification with the university, and transparency in the use of funds. The article highlights the need for a systematic marketing strategy that includes digital communication, non-financial forms of participation, and regular reporting. It concludes that the endowment fund plays a crucial role in building trust and sustainable support for the university.
Keywords: endowment fund; university fundraising; donation culture; academic philanthropy; social marketing; Financial University; student involvement.
Рр. 11 – 15
UDC 338.48
DOI: 10.24412/2071-3762-2026-4346-11-15
Assessment of the promotion of regional industrial tourism
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Savelieva Nadezhda Konstantinovna,
Doctor of Economics, Professor, Director of the Institute of Economics and Management, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
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https://orcid.org/0000-0002-9497-6172
Veprikova Alevtina Aleksandrovna,
Postgraduate Student, Vyatka State University; 36, Moskovskaya st., Kirov, Russia
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https://orcid.org/0000-0002-9305-6753
The article analyzes the methods of promoting industrial tourism in Russian regions. The authors identify the leading industries of industrial tourism and define the main features and elements of a corporate museum as one of the key elements of promoting an industrial enterprise. The novelty of the study lies in defining the concept of «corporate museum» and classifying regions according to the level of development of industrial tourism. As part of the analytical analysis, a score-based rating assessment of Russian regions was conducted to determine the level of promotion of regional industrial tourism. The assessment included three criteria: the number of regional enterprises registered on the promtourism.ru website, the number of industrial enterprises with corporate museums (according to corporate-museum.ru), and the average annual number of requests for «corporate museums» for 2021–2025. As a result, five main groups of regions were classified based on their level of industrial tourism development: «initial development,» «moderate potential,» «active development,» «high development,» and «promotion leaders.»
Keywords: industrial tourism; corporate museum; promotion; territory marketing; Yandex Wordstat; regional marketing.
Рр. 16 – 20
UDC 339.13
DOI: 10.24412/2071-3762-2026-4346-16-20
Assessment of the Effectiveness of the Strategic Competitiveness of Additional Professional Education Organizations in the Regions
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Batalov Danil Aleksandrovich,
Postgraduate Student, Belgorod State National Research University; 85, Pobedy St., Belgorod, Russia
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https://orcid.org/0009-0004-3149-4186
The article is devoted to assessing the strategic competitiveness of additional professional education organizations in the context of digitalization of the economy and transformation of the labor market. The purpose of the study is to develop an approach to assessing the effectiveness of additional professional education, taking into account regional characteristics. The objects of analysis are the Moscow Region, the Belgorod Region, and the Komi Republic, which differ in their economic development and educational infrastructure. The methodology includes a systematic analysis of the literature, a comparative regional analysis, and the formation of indicators that take into account market, financial, economic, managerial, digital, and personnel aspects. The results show that the competitiveness of additional professional education organizations in the regions is influenced by the level of development of the region itself, the interaction of these organizations with employers, the digitalization of the educational process, and marketing tools. The organizations in the Moscow Region are leading in terms of competitiveness, while the Belgorod Region demonstrates a sustainable development model, and the Republic of Komi compensates for its infrastructure limitations through distance learning. The collected information can be used for strategic planning and improving the sustainability of additional professional education organizations.
Keywords: strategic competitiveness; additional professional education; regional economy; management efficiency; digitalization of education; education marketing.
Рр. 21 – 25
UDC 339.138
DOI: 10.24412/2071-3762-2026-4346-21-25
Building a Company’s Digital Reputation in the Interaction Marketing System
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Bondarenko Mayya Pavlovna,
PhD in Economics, Associate Professor, Associate Professor, Marketing Department, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0001-5501-355X
Cherepanin Fedor Andreevich,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0003-1995-9983
Bondarenko Vasilisa Alekseevna,
Student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0009-0004-6598-8192
In the context of the digitalization of the economy, the importance of a company’s reputation capital, which is formed in the information space of the Internet, is significantly increasing. The purpose of this study is to develop a methodological approach to assessing a company’s digital reputation based on interaction marketing tools. The object of the study is Wellmax Lab LLC, a company operating in the field of scientific and technological development. The study uses methods of scientific literature analysis, digital mention monitoring (social listening), content analysis of online publications, and comparative analysis of the company’s information field. The conducted research allowed to determine the structure of the brand’s digital presence, identify the main sources of reputation formation and analyze the tone of the company’s references in the digital environment. Based on the results obtained, an integral model of digital reputation assessment – Digital Reputation Index (DRI) – has been proposed, taking into account the indicators of the company’s visibility, the tone of references, audience engagement and the authority of publication sources. The proposed approach can be used by organizations to monitor the brand’s reputation position and improve the effectiveness of digital communications.
Keywords: digital reputation; interaction marketing; reputation capital; digital communications; social listening; brand management; information field; digital marketing.
Рр. 26 – 33
UDC 338.46
DOI: 10.24412/2071-3762-2026-4346-26-33
Factors of Advertising Effectiveness in Gaming Communities
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Dolgopolov Dmitry Vladislavovich,
PhD in Economics, Associate Professor, Advertising and Public Relations Department, State University of Management; 99 Ryazanskiy prospect, Moscow, Russia
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https://orcid.org/ 0000-0001-9179-0076
Muradyan Valeria Vladimirovna,
marketer of the retail network department of Arena LLC; 1, 23rd km, Kievskoye Highway, Moscow, Russia
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The article is devoted to the study of the factors of the effectiveness of advertising impact in gaming communities. The theoretical basis is based on the works in the field of video game marketing and consumer behavior. The purpose of the work is to determine what has a greater impact on the effectiveness of advertising communications: the parameters of the audience (type of perception) or the tools used. The empirical study was conducted on the example of the rhythm game community «Project SEKAI COLORFUL STAGE! feat. Hatsune Miku». The methodology included a quantitative stage (Likert scale questionnaire) and a qualitative stage (in-depth interviews). The results confirmed the hypothesis: the key factor is the type of player perception (emotional or rational), which determines the differences in attitudes towards collaborations, influencer marketing, in-game donations, and advertising formats. Based on the data obtained, practical recommendations for personalizing communication are proposed to increase audience engagement and loyalty in the video game industry.
Keywords: video games; gaming communities; type of perception; emotional and rational perception; advertising effectiveness; consumer preferences; personalization of communication.
Рр. 34 – 40
UDC 332.13
DOI: 10.24412/2071-3762-2026-4346-34-40
Territory Marketing and Creative Clusters: Russian Experience in Synthesizing Industrial Heritage, Digital Technologies, and Cultural Identity
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Kudryashov Vadim Sergeevich,
PhD in Economics, Associate Professor, Associate Professor of the Department of Management, Russian Presidential Academy of National Economy and Public Administration; 82, Vernadsky ave, Moscow, Russia
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https://orcid.org/ 0000-0002-5075-5247
The article provides information about the branding of territories and the tourist attractiveness of Russia’s creative clusters, analyzing their role in the synthesis of industrial heritage, digital innovations, and cultural identity. Using the example of key Russian projects (VDNH, Novaya Gollandia, and the Ural InzhArt) and international cases (Berlin’s Factory Berlin and Tokyo’s Shibuya), the article explores the economic and social potential of such ecosystems. The author emphasizes their ability to generate synergy between art, technology, and business, creating added value and addressing environmental challenges. Special attention is paid to the structural elements of clusters: creative enterprises, infrastructure, human capital, cross-sectoral connections, and institutional support. Systemic challenges are identified, including infrastructure imbalances, financial dependence on grants, staff shortages, and a cultural gap between global trends and local specifics. The role of government programs (such as the Creative Cities of Russia) and hybrid models that combine historical heritage with digital technologies is highlighted. The article concludes that there is a need to strengthen collaboration between education, business, and creative communities, as well as to enhance the adaptability of clusters to ensure sustainable development. The Russian experience demonstrates both the potential for transforming the economy through culture and the need to overcome regional inequalities and managerial barriers.
Keywords: creative clusters; territorial branding; territory marketing; industrial heritage; digital innovation; cultural identity; sustainable development of territories; urban ecosystems.
Рр. 41 – 47
UDC 338.465.4
DOI: 10.24412/2071-3762-2026-4346-41-47
Communication Channels for Building the Reputation of a Russian University Among foreign Audiences
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Dorokhova Inna Alexandrovna,
Assistant of Marketing Department, Plekhanov Russian University of Economics; 36 Stremianniy lane, Moscow, Russia
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https://orcid.org/0000-00001-9997-7177
The purpose of the study is to identify reference groups that are authoritative for Chinese and Vietnamese students at the stage of choosing a university for higher education. To achieve this goal, the following tasks were identified: to determine the communication channels for universities to communicate with the student audience, to classify the reference groups that influence the decision-making process of young people when choosing a university, and to identify the most significant groups for the Chinese and Vietnamese audiences. The study revealed that the reference group «Close Circle of Friends» has the greatest influence, while «Public Opinion Leaders» do not have much influence on the decision-making process of Chinese and Vietnamese young people regarding their choice of university. The results of the study can be used by universities to establish communication with Chinese and Vietnamese students in order to recruit them, as well as to promote and build the reputation of the educational institution in the perception of the international audience.
Keywords: public opinion leaders; bloggers; influencers; key audience of universities; digital communication channels; promotion of Russian universities; Chinese students; Vietnamese students; marketing in education.
Рр. 48 – 55
UDC 796.075.2:004.9
DOI: 10.24412/2071-3762-2026-4346-48-55
Brand Promotion through Running Events: Marketing Tools and Practices
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Zakirov Sultan Albertovich,
Postgraduate Student, Moscow Financial and Industrial University «Synergy», 2 Izmailovsky Val, Moscow, Russia
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https://orcid.org/0009-0006-0338-1728
Gorelikov Valery Afanasyevich,
Associate Professor, Sports Marketing Department, Moscow Financial and Industrial University «Synergy», 2 Izmailovsky Val, Moscow, Russia
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https://orcid.org/0000-0001-8676-3030
The article is devoted to the study of running events as a tool for brand promotion in the event marketing system. The purpose of the study is to conduct a comparative analysis of brand promotion through running events in the global and Russian markets, identify key criteria for selecting events for sponsorship, and develop practical recommendations for organizers of Russian races. The study is based on the methods of comparative analysis, generalization of scientific publications, and content analysis of the practices of leading running events. The results show that running events are an effective marketing platform that combines economic, image, and socio-cultural effects.
Keywords: sports marketing; event marketing; running events; sponsorship; commercialization of sports; sports; brand.
Рр. 56 – 63
UDC 339.138
DOI: 10.24412/2071-3762-2026-4346-56-63
Comprehensive Relationship Marketing Modeling: Transactional and Relational Aspects
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Pechenkin Pavel Andreevich,
student, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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Skorokhodov Sergey Nikolaevich,
PhD in Philosophy, Associate Professor, Marketing Department, Financial University under the Government of the Russian Federation; 49, Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0001-6916-946X
The article is devoted to the development of a unified marketing model, which combines elements of transactional and relational marketing approaches, which can be used by organizations when creating or updating their marketing strategy, as well as when tracking the direction of development of relationships with partners. The result of the work is the developed marketing model «A-phase polar model», which describes the life cycle of an organization’s partner, both in a positive and negative direction. A set of marketing communications tools has been compiled for each stage of the model, consisting of attributes of transactional and relational approaches, and the goals of the organization and the stakeholder have been identified and displayed at each stage of the created model. In order to verify the current stage of the relationship, a quantitative loyalty metric has been introduced, formalized through a multi-factor function, which allows to minimize subjectivism in assessing the effectiveness of relational strategies and optimize management decisions.
Keywords: relationship marketing; transactional marketing; development of a marketing model; customer lifecycle; quantitative marketing model.
Рр. 64 – 69
UDC 339.138
DOI: 10.24412/2071-3762-2026-4346-64-69
The Metaverse as a New Platform for Brands: Digital Marketing Strategies and Prospects
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Tatarinov Konstantin Anatolyevich,
PhD in Economics, Associate Professor of the Department of Management and Service, Baikal State University; 11 Lenin St., Irkutsk, Russia
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https://orcid.org/0000-0003-2014-0417
Marketing communications are currently evolving from traditional content (text, image, video) to intuitive experiences in virtual and augmented worlds. The growing interest in these worlds from companies is driven by their desire to increase brand awareness and create «absolute dominance» on the internet. The gaming industry was the first to introduce the concept of metaverse for real-time interaction and gaming, creating a new idea for brand promotion. The metaverse offers faster and more immersive communication between users, allowing companies to engage with their audience in new ways. The article highlights several reasons (leadership position, large paying audience, quick implementation of innovative ideas in advertising, marketing experience on NFT), based on which the combination of metaverse and marketing is a profitable alternative for brands. The article also examines the phenomenon of the metaverse and the reasons for the transition from traditional media to digital ones with an immersive effect, and how these trends of the time can be used in marketing communications. The emphasis is placed on the fact that the metaverse allows you to “live stories” rather than just tell and listen to them. At the same time, deeper consumer engagement allows brands to reposition their offerings, combining utilitarian and hedonic benefits simultaneously. In conclusion, the article provides recommendations for brands to enhance the «depth of interaction» with customers, resulting in increased conversion rates, reduced acquisition costs, improved customer loyalty, and increased profitability.
Keywords: metaverse; consumer behavior; digital marketing; brand; virtual reality; NFT; partnerships; virtual representatives; immersive advertising.
Рр. 70 – 76
UDC 339.138
DOI: 10.24412/2071-3762-2026-4346-70-76
Verification of the Digital Resonance Index in the system for assessing the effectiveness of marketing communications in virtual markets
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Letyagov Oleg Aleksandrovich,
Chief Expert on Online Sales, Alfa-Bank, 19 Sretenka St., Moscow, Russia
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https://orcid.org/0009-0007-8027-6515
Romanishina Tatiana Sergeevna,
Doctor of Economics, Associate Professor, Professor of the Departments of Mass Communications and Media Business, Financial University under the Government of the Russian Federation, 49 Leningradsky Prospekt, Moscow, Russia
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https://orcid.org/0000-0001-7999-1844
In the context of the digital transformation of the economy, traditional indicators of online marketing do not allow for a reproducible assessment of the effectiveness of communications in virtual markets. The purpose of this study is to verify the author’s digital resonance index in the system of evaluating marketing communications using the example of the Russian banking B2B sector. The methodology is based on the analysis of open industry data and the calculation model of the online sales funnel, and the index is formed as a weighted sum of three normalized blocks: breadth of coverage, depth of interaction, and early economic response. The results showed that the highest index values are characteristic of organic promotion and referral traffic, while targeted advertising demonstrates minimal efficiency. The decomposition of the index allows us to identify structural imbalances in the channels and determine areas for increasing economic returns. The scenario test of stability confirmed the reproducibility of the index: the ranking of channels remains consistent even when the initial indicators fluctuate. The scientific novelty lies in the development of a verification procedure for the integral index, while the practical significance lies in the ability to use the index to evaluate the effectiveness of online channels and link behavioral metrics with economic outcomes.
Keywords: digital resonance; digital marketing; internet marketing; virtual markets; marketing communications; behavioral analytics; micro-analytics; effectiveness of marketing communications.
Рр. 77 – 83
UDC 339.92
DOI: 10.24412/2071-3762-2026-4346-77-83
The Domestic Agricultural Machinery Market: Modern Marketing Challenges and Growth Points
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Prushchak Olesya Vladimirovna,
Doctor of Economics, Professor of the Department of Economics and Marketing, Yuri Gagarin Saratov State Technical University; 77 Politekhnicheskaya St., Saratov, Russia
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https://orcid.org/0000-0001-5201-2650
Kublin Igor Mikhailovich,
Doctor of Economics, Professor of the Department of Economics and Marketing, Yuri Gagarin Saratov State Technical University; 77 Politekhnicheskaya St., Saratov, Russia
https://orcid.org/0000-0001-8985-6160
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Voronov Alexander Alexandrovich,
Doctor of Economics, Professor of the Department of Logistics and Commercial Work, Emperor Alexander I St. Petersburg State Transport University; 9, Moskovsky Prospekt; St. Petersburg, Russia
https://orcid.org/0000-0001-8505-7345
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Bespalko Vitaly Alekseevich,
Doctor of Economics, Professor of the Department of Management and Marketing, Kuban State Agrarian University named after I.T. Trubilin; 13 Kalinina St., Krasnodar, Russia
https://orcid.org/0009-0005-3865-6034
The purpose of the work is to identify the key problems and marketing contradictions in the development of the modern agricultural machinery market, which are associated with a decrease in production volumes, overstocking of warehouse inventories, a sharp shortage of agricultural machinery among farmers, pressure from imported products, and a decrease in government support, while simultaneously focusing on achieving technological sovereignty and food security in Russia. The paper examines the current conditions and factors that determine the current state of the Russian agricultural machinery market. The current state of the material and technical base of the domestic agro-industrial complex, characterized by a high level of wear and tear of machinery and equipment, technical and technological backwardness, and a slowdown in the reproduction of the machine and tractor fleet, as well as a decrease in investment and innovation activity, has been assessed. The dynamics of production and sales of the main types of agricultural machinery in Russia have been studied. The paper provides recommendations for overcoming the crisis for agricultural machinery manufacturers, agribusiness representatives, and the government. This comprehensive approach will help align the interests of all market participants and stimulate growth in the Russian agricultural machinery market.
Keywords: agro-industrial complex; agricultural engineering; agricultural machinery market; marketing aspects of technological sovereignty; food security; sustainable development; government support.