Maria Olkhovskaya
On 1 October, a lecture titled "Marketing in Real Estate Development" was held for students of the Faculty of Economics and Management at SPbGASU. The audience was addressed by Maria Olkhovskaya, Marketing and Advertising Director for the Yuzhny satellite city project.
The lecture focused on modern approaches to promoting large-scale real estate development projects. Students learned how the image of an entire area is shaped, what factors are considered when creating its brand, and how marketing helps establish communication with potential buyers.
Particular attention was paid to the target audience during the meeting. Using concrete examples, Maria Olkhovskaya discussed consumer segmentation, audience needs, and the nuances of engaging with different audience groups. Students also explored real-world case studies from the "Yuzhny" project and saw how marketing tools are applied to a large-scale urban development concept.
The use of artificial intelligence in professional practice emerged as a distinct topic. For the students, this aspect proved to be one of the most interesting and novel.
Arina Chemakina, a fourth-year student at the Faculty of Economics and Management, shared her impressions: "I particularly enjoyed the lecture because the speaker has practical experience in the field. A great deal of attention was paid to the target audience, and all the case studies focused on that aspect. While many of the topics were familiar to me from our coursework, it was interesting to see them applied in practice. I was especially intrigued by the use of artificial intelligence and their approach to consumer segmentation. It was also interesting to hear specifically about the Yuzhny project."
According to the student, the value of the meeting lay not only in its content but also in the opportunity to hear about the work of marketers directly from a practicing professional. Analyzing a real-world project made it possible to connect the knowledge gained at the university with the tasks that real estate development professionals handle.
