Marketing Academic research of Management · PhD researcher Toulouse School of Management
I have been dedicated to marketing all my life. After finishing my bachelor's degree in 2012, I started working in the international FMCG sector as a brand executive. I soon realized that I wanted to specialize further in the field of marketing and decided to do my Masters in GSM - the program offered complex training in B2B marketing and customer management. After graduation, I was offered the position of Marketing Manager in Central Asia for Fluidra Group - a leading provider of pool, fountain and wellness solutions. In this role I was able to apply all the skills I had acquired at FH OO. Specifically, I was responsible for the development of marketing strategy, customer development and growth, introduction of new product lines.
During my 5 years there, I was able to significantly increase the company's sales by implementing marketing and channel strategy, developing different business units and organizing customer relationship programs.
In 2020, I started my PhD in Marketing at the Toulouse School of Management, Toulouse, France. My research is dedicated to understanding our relationship with technologies. I am interested in the process of consumer adoption of virtual reality.
Interview with Nikolay Slivkin
What were the highlights during your studies? What was your best moment during your studies?
There were few:
Business trip to Turkey - gave me a hands-on understanding of how B2B works, factory and construction site visits, as well as discussions with industry experts, which inspired me a lot and solidified the idea of trying myself in the B2B world.
Courses in B2B Marketing, KAM, B2B Sales - gave me an understanding of the B2B landscape, concept of value and mechanisms of value creation. All courses were extremely applicable during my work experience, and I often found answers to my work life challenges in the academic articles we study during the Master's program
Experience of writing a Master's thesis - Gave me a taste for academic marketing research and got me interested in academic research. So, 8 years after submitting my Master's thesis, I started writing my PhD thesis.
Why did you actually decide to study at the Steyr campus at that time?
At that time, I was looking for a further specialization in marketing, as I found the work in FMCG rather general. The FH Steyr program immediately appealed to me because of its B2B specialization, which turned out to be a great choice!
Which parts/knowledge from your studies have particularly supported you in achieving your career plans?
In my years of business practice, I have been able to apply pretty much everything we have covered during the courses. From understanding the impact of cross-cultural differences on negotiations to building value chains and increasing share of wallet.
What tips can you give current students for their future life?
Don't be afraid to ask questions during the courses. Treat the opportunity to talk to industry experts as a great chance to learn more. Be curious and open-minded, both at university and at work. Try to apply some of the management theories in your personal life, they might work quite well.
Word Rap
Describe studying at FH OÖ Campus Steyr in one word: Eye-opening
Your favourite place at Campus Steyr: Mensa 😊
Describe your studies in three words: Everyday something new
Career aspirations as a child: From 12 years - Marketing/Advertising
What do you expect from an excellent university? Highly applied knowledge, enriching experience, friendship
Favourite professor: Prof Robert Fuereder, Pavel Strach, Prof Andreas Zehentner.
