Лебедев Александр Валерьевич

Education

2019

Doctoral programme
Lomonosov Moscow State University

2016

Master's in Management
HSE University, Marketing Communications, Diploma cum laude

2009

Degree in MBA - Master of Business Administration - Corporate management and corporate finances
State University of Management, The Higher Business School

Continuing education / Professional retraining / Internships / Study abroad experience

2024 - ‘Basic concepts of artificial intelligence and its application for solving problems within the speciality’ (Certificate No. 4.8-65/24-01118) NRU Higher School of Economics

2023 - "Artificial Intelligence and Customer Centricity" (Certificate No. 23-237550) Sberbank Corporate University

2023 - Storewars Business Simulation (Certificate), StoreWars International

2022 - "Effective use of voice and speech resources in teaching" (Certificate No. 188055) National Research University Higher School of Economics

2022 - Advanced Microsoft Excel (Certificate No. 221631) National Research University Higher School of Economics

2022 - My Fair Accent (Certificate of professional development)
National Research University Higher School of Economics

2020 - Case Method in Education: Writing Compactя Cases (Certificate) National Research University Higher School of Economics in conjunction with The Case Centre (The United Kingdom)

2019 - Employment contract. The practice of conclusion and requalification. Use of ConsultantPlus system tools (Certificate No. 19-11768) ConsultantPlus Training Centre

2018 - Writing a Draft for Publication. (Certificate of professional development)
National Research University Higher School of Economics

2018 - Marketing Semiotics. James Archer's Workshop (Certificate)
Kosmos

2018 - Data Scientist with R (Certificate)
NRU Higher School of Economics / DataCamp

2017 - Advanced level of MS Excel (Certificate of professional development №3634/3.13)
National Research University Higher School of Economics

2017 - Teach for HSE (Certificate of professional development # 110874)
National Research University Higher School of Economics

2016 - Marketing Communications (Semester abroad, Germany)
WFI - Ingolstadt School of Management of The Catholic University of Eichstätt-Ingolstadt (Wirtschaftswissenschaftliche Fakultät Ingolstadt)

2014 - Personnel management (Degree with distinction)
Moscow's State Budgetary Educational Institution "Professional" (Postgraduate diploma)

2012 - Marketing, sales management and advertising (Degree with distinction)
Plekhanov Russian University of Economics (Postgraduate diploma)

2009 - Finance management (Degree with distinction)
Plekhanov Russian University of Economics (Postgraduate diploma)

Professional Interests

green marketing environmental economy sustainability investor relations semiotics cross-cultural management Arctic

Awards and Accomplishments

Winner of the All-Russian competition for the best social practice among higher education institutions, implemented by Service-Learning Technology (2023)

Winner of the Educational Innovation Fund competition in the category "Practical implementation of team/project work by students in science project workshops" (2022)

Finalist of the "Science" track of the "Leaders of Russia" management contest 2021-2022

Certificate of appreciation issued by Vice Rector HSE University (June 2021)
Acknowledgement from the Deputy Minister of Industry and Trade of the Russian Federation (July 2021)

Acknowledgement from the Head of the Strategic Initiatives Agency CMI (December 2021)
Best Teacher — 2023–2024, 2021, 2020–2021, 2017–2018
Young Faculty Support Programme (Group of Young Academic Professionals)
Category "New Lecturers" (2017)
Best Academic Supervisor in the category ‘Admissions’ — 2023

Courses (2024/2025)

Consumer Behaviour and Customer Experience Management (Master’s programme; Graduate School of Business; 1 year, 1, 2 module)Rus
Innovative Technologies of Marketing Communications: at Points of Sale, SP, DM (Master’s programme; Graduate School of Business; 2 year, 1 module)Eng
Innovative Technologies of Marketing Communications: at Points of Sale, SP, DM (Mago-Lego; 1 module)Eng
International Marketing (Bachelor’s programme; Graduate School of Business field of study Management, field of study Management; 4 year, 1, 2 module)Eng
Mentor Seminar 'Retail Management' (Master’s programme; Graduate School of Business; 2 year, 1-3 module)Rus
Mentor Seminar 'Retail Management' (Master’s programme; Graduate School of Business; 1 year, 1-4 module)Rus
Online Retail: Digital-marketing and Digital Solutions in E-Commerce (Master’s programme; Graduate School of Business; 1 year, 3, 4 module)Rus
Practical Marketing Tools in International Business (Mago-Lego; 1, 2 module)Eng
Practical Marketing Tools in International Business (Master’s programme; Graduate School of Business; 2 year, 1, 2 module)Eng
Project Seminar "ESG Project Management in Retail" (Master’s programme; Graduate School of Business; 1 year, 3, 4 module)Rus
Research Seminar "Retail Management" (Master’s programme; Graduate School of Business; 1 year, 1 module)Rus
Retail ESG Best Practices (Master’s programme; Graduate School of Business field of study Management, field of study Management; 2 year, 1 module)Rus
Past Courses

2021 y. - Laureate, Section "Management", Author: Basov Maxim Alexandrovich, Laureate, graduate, Moscow, Scientific Adviser: Lebedev Alexander Valeryevich

2020 y. - Gold, 1^st-2^nd place, Section "Integrated Communications", Nomination "Best Research Paper on Integrated Communications for Master's and Graduate Students 2020", Paper on: "Semiotic Analysis of Marketing Attributes of Ecological Brands", Author: Dotsenko Veronika Valeryevna, graduate, Moscow Scientific Adviser: Lebedev Alexander Valeryevich

2020 y. - Silver, 2nd place, Section "Management", Nomination "Best Research Paper on Management for Master's and Graduate Students 2020 - Paper entitled: "Assessment of motivation factors for participation in Moscow carsharing services" Author: Titov Sergey Aleksandrovich, graduate, Moscow. Scientific Adviser: Lebedev Alexander Valeryevich

2018 y. - Laureate, Section "Management", Author: Averyanova Lyubov Sergeevna, Laureate, bachelor, Moscow, Scientific Adviser: Lebedev Alexander Valeryevich

Timetable for today

Full timetable

Effie Russia Awards
National Judge of the Prestigious Award for Marketing and Advertising Achievements (Change+ category) - 2019, 2020, 2021, 2022
Member of Экспертный Совет Effie Young
Silver Mercury
Judge of the Prestigious Festival for Creativity in Marketing Communications - 2020, 2021, 2022
Chairman of the jury of the final stage (and judge of the superfinal) of the All-Russian Pupils Case Championship in Economics and Entrepreneurship 2021
Judge at the National Open Championships for Creative Competences Art Masters 2022
Russian Managers Association:
Speaker of the Committee on Marketing and Corporate Strategy - 2019
Speaker of the Committee on Ecology and Environmental Protection - 2019
Russian Retail Week:
Opening of the section "Environmental Initiatives in Retail" - 2019

Conferences

2021
X Международная научно-практическая конференция «Абалкинские чтения» (Москва). Presentation: Экологические аспекты в продвижении российских товаров.
Ежегодная научная конференция "Ломоносовские чтения". 2021. Секция экономических наук. "Поколения экономических идей" (Москва). Presentation: Адаптация ассортиментной матрицы продуктовой сети под тренд на устойчивое развитие
«eLearning Stakeholders and Researchers Summit» (eSTARS 2021) (Москва). Presentation: Механизмы управления брендом университета под воздействием цифровой трансформации образования
«eLearning Stakeholders and Researchers Summit» (eSTARS 2021) (Москва). Presentation: Особенности маркетинговых коммуникаций при продвижении онлайн магистратур

2020
XXi Апрельская международная научная конференция по проблемам развития экономики и общества (Москва). Presentation: Исследование стратегий цифровой трансформации высшего образования
II Всероссийская научная конференция "Цифровое пространство: экономика, управление, социум" (Смоленск). Presentation: Коронавирус как драйвер цифровой трансформации системы высшего образования
Ежегодная научная конференция Ломоносовские чтения 2020 "Экономическая повестка 2020-х годов" (Москва). Presentation: Переход вузов на дистанционные формы обучения в условиях пандемии коронавируса Covid-19

2019
XX Апрельская международная научная конференция НИУ ВШЭ (Москва). Presentation: Методологические подходы к построению рейтинга устойчивого развития субъектов РФ и компаний Арктической зоны России
Environmental Knowledge and Policy Innovation between East and West. Lessons Learned and not? (Минск). Presentation: Arctic educational-scientific centres: Russian Universities approach
Современные подходы к обращению с отходами: zero-waste-модель для бизнеса (Москва). Presentation: Мировой опыт использования вторичных ресурсов
Поведенческая экономика в бизнесе и маркетинге (Москва). Presentation: Ритейлеры в тренде Nudge. Влияние на экологичное поведение потребителей и бизнес-выгоды.

2018
XXV Международная научная конференция студентов, аспирантов и молодых учёных «Ломоносов» (Москва). Presentation: Исследование влияния экологического фактора на современные маркетинговые тренды
Бизнес-Форум "Eco+номика: инновации в использовании ресурсов и новый стиль жизни" (Москва). Presentation: Экологическая ответственность и брендинг: современные тенденции и кейсы компаний
II молодежная международная конференция «Образование для устойчивого развития». Presentation: Экологические тренды в поведении потребителей
11-я Ежегодная научная конференция "Бизнес. Исследования. Образование" (Москва). Presentation: Экологичность как фактор укрепления взаимоотношений с клиентами
Международная научная конференция "Современные тренды экологически устойчивого развития", посвящённая памяти академика Т.С. Хачатурова (Москва). Presentation: Анализ тренда на ограничения в использовании одноразовых пластиковых пакетов

2017
III Межвузовская научно-практическая конференция для бакалавров, магистрантов и аспирантов «Исследования медиа и коммуникаций: теории, практики, исследовательские перспективы» (Москва). Presentation: Исследование практики коммуникации российских компаний с инвестиционным сообществом (Investor Relations)
V Международная научно-практическая конференция «Маркетинг России», посвященная памяти А.П. Панкрухина (Москва). Presentation: Применение технологии дополненной реальности (AR) на российском потребительском рынке

2012
Бренд-менеджмент в XXI веке (Москва). Presentation: Личный бренд в бизнесе и политике

Employment history

2016- to present NRU Higher School of Economics (G2G, tertiary education),
Lecturer of Department of Company Marketing - Department of Marketing Communication
2013-16 Plekhanov Russian University of Economics (B2G, postgraduate diploma),
Senior lecturer of marketing and advertising in the Further education system
2009-11 Pragmatic Express (B2B, office supplies),
National key account manager
2005-08 Gorod Sladostey (B2B, confectionery),
Sales representative - Supervisor - Head of Sales - Sales Director

Rich experience in implementing projects, among customers: Moscow City Hall, Russian Youth Agency, ROLF, Henkel Rus, Sanofi-Aventis, Skolkovo School of Management, Expocentre, Invitro, Finam, Sochi-2014 Organizing committee, Wimm-Bill-Dann, MARS et al.

ExEd Experience

Plekhanov Russian Economic University A series of professional retraining programmes for unemployed citizens commissioned by the Moscow Department of Labour and Employment. Topics: Sales management, marketing, cross-cultural management, advertising and public relations.
MSM Skolkovo Lecturing on environmental marketing and responsible consumption.

21

Jun

2024

IRGS Students Visited AUCHAN Retail Russia

When we go to a store, we immediately notice external things: goods on a shelf, their price, variety, advertising, and promotions. The students of the International Relations and Global Studies programme had a unique opportunity to see how all the processes are set up from the inside, and who is responsible for them. AUCHAN retail chain served as an example. Alexander Lebedev teaching Marketing Research in the programme helped students to focus on the specifics of AUCHAN's work from a marketing perspective.

8

May

2024

IRGS Students Tried On a Role of Marketing Researchers

In April, a series of workshops were organized by Igor Gladyshkevich, the marketing research manager at Yandex.Market. They were a part of the Marketing Research course. During the sessions, students discussed case study, explored the ways to apply marketing research tools to strengthen a brand and to gain practical benefits from marketing, tested business ideas.

21

Jul

2023

Students of HSE University’s GSB Present Results of Joint ESG Project with Big Business

HSE University’s Graduate School of Business has hosted the defence of the ‘Sustainable Development Practices’ term papers with an emphasis on the ESG agenda. First-year students of the Master’s programmes ‘Marketing: Digital Technology and Marketing Communications’ and ‘Retail Management’ presented group consulting projects on solving real-world cases with social and/or environmental issues from partner companies of the E+Change programme. This is the third year of this unique project between the GSB and E+Change, and is continuing to attract more and more participating companies.

20

Mar

2023

‘It’s Great to Work with Great People’: HSE University Hosts Retail Night

A few days ago, Retail Night was held as part of informal meetings between master’s students of the HSE Graduate School of Business and business representatives. Ilya Yakubson, Managing Director of the Chizhik hard discounter chain, took part in the event as a guest. The discussion was moderated by Alexander Lebedev, Academic Supervisor of the Master’s programme ‘Retail Management.’

2

Sep

2022

GSB celebrates the 2022 First-Year Student’s Day

19

Apr

2022

‘Graduates Who Have Gone through Such a School Are Much More Prepared When They Start Their Careers’

As part of an industry project organized by the association of marketing professionals and HSE University—and with the active participation of business community members—master’s students of the Retail Management and of the Marketing: Digital Technologies and Marketing Communications programmes presented their projects for addressing environmental and social problems to jurors. The work was evaluated by representatives of such major brands as MTS, Pyaterochka, VTB, McDonald’s in Russia, Unilever and others—all of which uphold ESG principles in their activities.

21

May

2021

Supporting NGOs, Improving Financial Literacy, and Environmental Cartoons: Graduate School of Business Students Defend Their Marketing Projects

On May 20, first-year master’s students in the Marketing: Digital Technologies and Marketing Communications programme defended their projects. The event was the final stage of the first joint project between Effie Russia and theHSE Graduate School of Business (GSB). The students tackled cases involving social and environmental problems.

26

Mar

2021

Effie Russia and HSE Graduate School of Business launch a joint educational project

18

Mar

2021

HSE Graduate School of Business Professor Gave an Expert Comment Live on Russia-24 channel

31

Oct

2017

‘Stolen Wheels’ to Serve the Good Turn for HSE

The results of the 'Steal the Wheel’ Competition have been decided. Entrants suggested implementing some useful practices at HSE that had proved their efficiency at other Russian or international universities, with the winners receiving their prizes at the beginning of December. The winning projects include new approaches to writing theses, organising space in classrooms, and submitting reports on academic trips.

7

May

2015

Business and Management Faculty Team win Jaguar Game Changer Case Competition

619 HSE students entered the Jaguar Game Changer Business case competition. It is the first event of this kind organised as part of HSE’s cooperation with Jaguar Land Rover.

Alexander V. Lebedev

Education

Continuing education / Professional retraining / Internships / Study abroad experience

Professional Interests

Awards and Accomplishments

Courses (2024/2025)

Courses (2023/2024)

Courses (2022/2023)

Courses (2021/2022)

Courses (2020/2021)

Timetable for today

Conferences

Employment history

ExEd Experience

IRGS Students Visited AUCHAN Retail Russia

IRGS Students Tried On a Role of Marketing Researchers

Students of HSE University’s GSB Present Results of Joint ESG Project with Big Business

‘It’s Great to Work with Great People’: HSE University Hosts Retail Night

GSB celebrates the 2022 First-Year Student’s Day

‘Graduates Who Have Gone through Such a School Are Much More Prepared When They Start Their Careers’

Supporting NGOs, Improving Financial Literacy, and Environmental Cartoons: Graduate School of Business Students Defend Their Marketing Projects

Effie Russia and HSE Graduate School of Business launch a joint educational project

HSE Graduate School of Business Professor Gave an Expert Comment Live on Russia-24 channel

‘Stolen Wheels’ to Serve the Good Turn for HSE

Business and Management Faculty Team win Jaguar Game Changer Case Competition