On 16 September, a research-to-practice conference was held by the professional organization "Guild of Builders, Designers, and Architects." It was attended by Elena Kuznetsova, PhD of Engineering Sciences and Associate Professor at the Department of Management in Construction at Saint Petersburg State University of Architecture and Civil Engineering. She presented a paper titled "EDU-Marketing (Educational Marketing), or Why Collaborating with Universities Is Promising for Business."
The presentation was focused on the idea that a partnership between construction companies and a university is not merely a social obligation for entrepreneurs, but a practical tool that delivers tangible benefits to the business. Elena Vyacheslavovna highlighted the key components of this value: access to motivated personnel at the very start of their careers and the opportunity to shape their development as a talent pool for the organization; the chance to utilize fresh, innovative project solutions created by students during various competitions; and a channel for building trust-based communication with a young audience.
Presentation by Elena Kuznetsova
According to Elena Kuznetsova, the value of such collaboration for students lies in the opportunity to work on real-world tasks for industry companies rather than on hypothetical academic case studies, to complete internships, and to receive mentorship from industry practitioners. Furthermore, they gain a clear, straightforward career path—from internship to employment with a partner company.
"The idea behind EDU-marketing is simple: it’s a win-win for everyone. Businesses gain access to talent and boost their reputation; universities secure relevant topics and practical experience; and students get the chance to build a career just as reliably as a well-constructed house—on a solid foundation," noted Elena Kuznetsova.
SPbGASU has established a practice of close cooperation with industry partners and actively involves students in real-world projects, which facilitates successful employment in their chosen fields. Plans are in place to further develop and refine this practice in collaboration with the industry.