Published on: 2026-10-07
Source: Saint Petersburg State University of Architecture and Civil Engineering –
An important disclaimer is at the bottom of this article.
Maria Olkhovskaya
On October 1, a lecture “Marketing in Development” was held for the students of the Faculty of Economics and Management of SPbGASU. The director of marketing and advertising for the satellite city South spoke before the students. Maria Olkhovskaya.
The main topic of the lecture was modern approaches to promoting large development projects. Students learned about how the image of an entire area is formed, which factors are considered when creating its brand, and how marketing helps build communication with potential buyers.
Particular attention at the meeting was given to the target audience. Using specific examples, Maria Olkhovskaya talked about consumer segmentation, their demands, and the peculiarities of working with different audience groups. The students also got acquainted with real cases from the practice of the “Yuzhny” project and were able to see how marketing tools are applied when working with a large-scale urban concept.
The use of artificial intelligence in professionals’ work became a separate topic. For students, this aspect turned out to be one of the most interesting and new.
A fourth-year FEU student shared her impressions Arina Chemakina: “I especially liked the lecture because the speaker has experience working in this field. A lot of attention was paid to the target audience, and all the cases were precisely about this. Many topics were familiar to me from our disciplines, but it was interesting to see their practical application. I was particularly interested in the use of artificial intelligence in the work and how they segment consumers. In addition, it was interesting to hear specifically about the Southern project.”
According to the student, the value of the meeting lay not only in the content but also in the opportunity to hear about marketers’ work directly from a practicing professional. An analysis of a real project allowed her to connect the knowledge gained at university with the tasks that specialists in the field of development solve.
Please be advised; This information is raw content obtained directly from the information source. It is an accurate report of what the source claims and does not necessarily reflect the position of MIL-OSI or its clients.