109028 Moscow, 8/2 Maly Tryokhsvyatitelsky Pereulok, Building 1
8 (495) 772-95-90 (доб. 22475)
8 (495) 772-95-90 *22851
8 (495) 772-95-90 *22473
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The School of Integrated Communications is innovative and unique learning environment. It is one of the first communication schools in Russia offers higher education embraced in a wide range of communication techniques and technologies aimed to establish the effective dialogue between an organization and its public. Being a part of National Research University “Higher School of Economics” in Moscow, the School of Integrated Communications takes advantage of the location in diverse and global city with access to a lot of education facilities, renowned faculty, and internships in leading PR and advertising companies.
The goal of the School is the preparation of world-class specialists in the field of advertising, public relations and new media, knowledgeable in theoretical and practical aspects of mass and special communication, skilled in new media technologies, advertising, PR, instruments of design and media content management, media planning, project management, marketing research. It is a question of preparation both generalists in the field of integrated communications and narrower specialists in areas of advertising, PR and new media.
The lecturers were Ilya Shichanin, student of the programme in Advertising and PR, and Linda Gurzhihanova. These HSE graduates are official Google representatives at HSE and certified specialists in Adwords. Ilya and Linda spoke on the history of Internet marketing, Google tools, context advertising, and YouTube as an advertising platform. They also presented some statistics and forecasts of Internet advertising development in Russia and the world and the opportunities for students offered by Google.
During the lecture, the speakers paid special attention to creating context campaigns while working with Google Adwords.
The lecturers outlined the main rules of working with context, starting from choosing key words and launching a campaign, right through to monitoring and concluding it. In addition to the theory, the speakers also presented a series of real cases on context advertising. Participants learnt about the specifics of Google Analytics as well as the features of Google+ for promoting their brand.
The lecture was an introductory part of the cycle of events dedicated to Internet marketing by Google Student Ambassadors at HSE. In April a series of master classes on preparation for passing certified exams in using Adwords will be held at the School.