Marketing & PR
Committee Report
Viktor Yelisseyev
Co-Chairperson, Marketing/ Marketing & PR Committee
EUROBAK’s Marketing and PR Committee has a
mission to ensure the highest professional level for
the communication policy of the association, laying
the foundation for developing our country’s marketing
technologies while adapting foreign practices in the
local market.
Last year, the University of Practical Knowledge in
Marketing and PR continued its work – the educational
initiative, designed to solve problems of staff shortage
and aimed at improving the quality of professional
education in marketing and PR. The university united
12 experts at the local and international level, and 30
university students from Almaty became graduates.
A new format of events created on the platform of our
EUROBAK Marketing and PR Committee – 'EUROBAK
Talks' – designed to bring together EUROBAK members,
presentations and master classes with experts in the
field of marketing, PR and telecommunications. The
project’s first speaker was the CEO of the Eurasian
Media Forum, Ruslan Zhemkov.
Last year we organized special round table discussions
with market participants in order to exchange experience,
discuss market development trends, conduct master
classes and understand the inner processes of marketing
departments and PR companies of EUROBAK members.
The focus of the current year is the digital transformation
of business and marketing communications, which is
both a global and a local trend in the development of the
market: in Kazakhstan the dynamics of the internet as
a communication channel in the current year outstrips
other media channels. The relevance is acquired by new
promotion technologies, implemented in the digital
environment – the tools of performance-advertising and
content marketing.
For today, our Marketing and PR Committee has formed
a comprehensive development strategy for the current
year, which has been approved, while defining tactical
areas of work. Thus EUROBAK will again act as a partner
of the Kazakhstan Media Summit and the International
PR Forum, with meetings that continue the format of
‘Meet the executive’, and the University of Practical
Knowledge in Marketing and PR will open its doors
this coming autumn. The project ‘EUROBAK Talks’ will
continue developing with participation of new speakers,
who will share their experience, forecasts and ideas.
Future plans include special events, in which issues the
next questions will be considered: changes in business
management, Kazakhstan’s consumer behavior, the
latest trends in crisis communications, work with social
media and promotion technologies in the HoReCa
sphere.
In general, the work plan for the current year is to
strengthen all the launched initiatives, as well as to
lay the foundation for implementing new ambitious
projects.