Published on: 2026-09-18
Source: Saint Petersburg State University of Architecture and Civil Engineering –
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On September 16, a scientific-practical conference of the professional organization “Guild of Builders, Designers, Architects” was held. It was attended by an associate professor of the Department of Management in Construction at the Saint Petersburg State University of Architecture and Civil Engineering, Candidate of Technical Sciences Elena Kuznetsova. She presented a report on “EDU-marketing (educational marketing), or Why it is promising for businesses to cooperate with universities.”
At the heart of the report was the idea that the partnership between construction companies and the university is not a social burden for entrepreneurs, but a working tool that brings tangible benefits to the business. Elena Vyacheslavovna highlighted the main components of such benefits: access to motivated personnel at the very beginning of their professional journey and the opportunity to participate in their development as a talent pool for the organization; the ability to utilize students’ project solutions, characterized by a fresh perspective, during various competitions; and a trusted channel of communication with the young audience.
Speech by Elena Kuznetsova
According to Elena Kuznetsova, the value of such collaboration for students lies in the opportunity to work on real industry company challenges during their studies instead of theoretical case studies, to complete internships, and to receive mentorship from practicing industry professionals. Additionally, they gain a clear and understandable path into the profession—from internship to employment in a partner company.
“The idea behind EDU-marketing is simple: both parties win. Businesses gain human resource and reputational assets, universities get relevant topics and practical experience, and students obtain a chance to build a career as reliably as a good house: on a solid foundation,” noted Elena Kuznetsova.
At SPbGASU, a practice of close cooperation with industry partners has been established, actively involving students in their real tasks, which contributes to successful employment in the professions acquired. Such a practice is planned to be developed and improved in cooperation with the industry.
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