‘These Are Very Promising Specialists in Product Management and Data Analysis’
HSE University launched the Master’s in Data-Driven Communication in 2019. The programme is aimed at promising managers who want to master modern technologies for working with clients. It trains professionals in product management and marketing who know how to work with data and AI.
Roman Nester, Business Curator of the Master’s in Data-Driven Communication
We do not train our students using textbooks or cases. We base the learning process on what advanced companies are doing right now. That’s why we spent three years building relationships with major tech businesses. It seems to have worked.
We divide our partners into several blocks, with each partner responsible for a certain area of knowledge. This is logical—some focus on advertising and marketing, others have a strong product side, and others still are the best at working with data. We get something from everyone.
Students of the Data-Driven Communication programme complete projects during the education process and receive official references from the project leaders for use in interviews and employment. For example, some teachers are employees of the X5 Dialog digital platform. Students spent this year researching the market, working on product UI and UX, comparing competitive solutions, and developing segmentation methods. X5 Dialog is a subdivision of the X5 Retail Group, which handles the data of major retailers and helps monetise this data.
Dmitry Prusov, Head of Big Data Monetisation at the X5 Retail Group
The students demonstrated an understanding of the competitive analysis process, an interest in the tasks, and punctuality. These are very promising specialists in product management and data analysis.
One important aspect of the course is learning to create and monetise digital products. This is aided by cooperation with partners such as HeadHunter, which creates a wide variety of digital products for employers. Ensuring that these products are effective requires an understanding of where clients come from, which channels they use, what they do on the site and why they do not use certain services.
The students worked with anonymised data on the behaviour of users on HeadHunter’s website and found hidden patterns. They also conducted customer development to understand clients’ ‘pain points’. Another task was to find out what clients were dissatisfied with and to improve their user experience of the product.
Evgeniy Volnov, Head of the Skills Department at HeadHunter
We compared the students’ work to that of consulting companies and found it to be even better! The students paid attention to data methods that even we didn’t think of. Their teachers should be proud of themselves.
Another example of the creation of a digital product was a task for Raiffeisen Bank involving the use of big data. For two years, the Master’s in Data-Driven Communication has been working with the bank’s division responsible for the use of machine learning in client communications. The team builds advanced chat bots that help resolve issues for up to half of the bank’s clients. Communications with bots is a very valuable source of insight.
Students worked with the bank’s specialists to analyse a bot’s chat history with clients. The then used special techniques to analyse clients’ customer journeys—where they encountered issues, how the bank’s app can be improved, and which metrics to use to assess changes.
Ilya Shchirov, Head of the Chat Channel and Chat Bots Development at Raiffeisen Bank
We implemented the results of this work at our bank and maintain our relationships with the students. Their careers are going great, which I am very glad to see.
Another achievement of the programme is its course in no-code product creation. Students work with their mentors from the Albato international platform to create full-fledged products, such as a pizza delivery service. They have the opportunity to rapidly test their hypotheses, get feedback, and draw conclusions about the effectiveness of their ideas.
Students graduate not only with a state-accredited diploma and a portfolio with a dozen completed projects, but also a certificate of their completion of a full course of the GoPractice product simulator. This certificate is a competitive advantage when looking for employment.
Admissions to HSE’s Bachelor's and Master’s programmes are now open. International students can apply online. Submit your application early to qualify for a full-tuition scholarship.
To learn more about HSE University, its admission process, or life in Moscow, please visit International Admissions website, or contact the Education & Training Advisory Centre. The staff are happy to advise applicants via e-mail at inter@hse.ru, by phone +7 (495) 531 00 59, WhatsApp +7 (916) 311 85 21, or Telegram +7 (916) 311 8521.
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