Project results promo technologies Agency of Advertising And Marketing Communications SOFIT

"Sofit" AAMC, participant of the TEMPUS project “Enhancement of Russian creative education: new Master program in Digital Arts in line with EU standards”. "Information systems and technologies" "Design" "Advertising and public relations"

Our role in the project The goal of our work was to analyze such Master's programs as "Information systems and technologies", "Design", "Advertising and public relations" in the aspect of the demand for theit graduates in the Russian market. We wrote reviews of the programs, as well as an article. These described the relevance of the programs offered and the demand for them. We also reviewed the existing publications. The results of this review make it possible to conclude that the level of demand for the specialists who have completed the new programs is high.

We have had meetings with the representatives of different business spheres: Large manufacturing enterprises Banks Food producers Representatives of small and medium service companies in order to determine what knowledge and skills they would like to see in modern specialists.

Impact of information technologies on consumers

Information technologies - driver of change in external environment

The main trend - Internet enters the lives of people How the ratio of Internet users and people who do not use the Internet has been changing use the Internet at least once a month Yearly growth do not use the Internet

Global trend - significant shift in the paradigm of using network access devices According to Yandex data, 84% of Internet users access the network using more than one device in the course of a month. How users access the Internet Only computer Computer and mobile devices Only mobile devices 84 use more than one device Share of all Internet users per month, % According to the positioning research by TNS WEB INDEX, second half of 2015

Trend related to the young age of users The popularity of mobile Internet is the highest among young people - around 90% of users under 35 access the Internet using mobile devices. Age distribution of people accessing the Internet through mobile devices Age Average for all users Share of Internet users in cities with over 100 thousand residents who accessed the Internet through mobile devices, % According to TNS WEB INDEX data for December 2015

Internet reach, autumn 2013, % Another trend - the Internet has reached wider into all regions and types of settlements High rates of growth can be seen in villages: these days every second rural resident goes online at least once a month. Internet reach, autumn 2013, % Growth, % Villages

Online presence of organizations

Online presence of organizations As of February 2015, 59% of organizations registered in Yandex.Maps directory stated that they had websites. A year earlier, the share of such companies was 55%. Online presence of organizations

Internet technologies have changed business possibilities Communications Personnel selection and hire Research Benchmarking Purchases Logistics

"The good news is that most companies are starting from the same place, and since digital talent is scarce, those that move quickly can open a lead that others will have a hard time closing". Dominic Field, BCG partner, one of the authors of the report ("The talent revolution in digital marketing").

Trends in business and marketing

Trend - relationship marketing

Trend - changes in communications Only the Internet is going to grow in Russia in 2016. The profits of television and outdoor advertising will remain at the level of 2015, other channels will decrease". ZenithOptimedia «Information systems and technologies in media industry»

Content marketing - new type of information perception, consumer involvement

"Information technologies in media industry" program

Systems engineering (Information technologies in media industry, optional discipline) The lack of systemic view of things and activity is a problem of modern society. It is connected with the overabundance of information and "clip thinking". Thus, the inclusion of "Systems engineering" in the study program seems more than reasonable. The specialists with such competences are in demand in such spheres as marketing, management, as well as in companies working in the areas of automation and consulting. 20

Computer systems of image recognition (Information technologies in media industry, optional discipline) Computer vision is the theory and technology of creating machines which can detect, trace and classify objects. This discipline is already extremely topical in the aspect of implementing the commercial potential of technologies. Here are some examples of using such systems: Process control systems (industrial robots, autonomous vehicles) Video surveillance systems Data organization systems (for example, for image data base indexing). Systems of simulating objects or environment (analysis of medical images, topographic simulation) Interaction systems (for example, input systems for human-machine interaction systems) Added reality systems.

Examples of computer vision usage This direction is actively developing in automobile manufacturing. The manufacturers are already testing pedestrian recognition and automated parking systems.

Face recognition in photos and videos Handwritten text recognition Classification and recognition of plants Tracing objects in videos

A lot of real systems already exist A lot of real systems already exist. Perhaps, some examples will inspire future students and specialists in choosing the field.

Creation of game reality objects and multiuser environments Creation of game reality objects and multiuser environments. (Information technologies in media industry, optional discipline) We are currently witnessing the formation of a new industry - virtual reality. It is only making its first steps towards the mass consumer. We, as a country, have every chance not to catch up, but at least to become equal participants in this sphere.

Volume of Russian game market Development of games (Information technologies in media industry, optional discipline) Volume of world game market Volume of Russian game market

Program "Advertising and public relations"

History of marketing and social communications

Modern computer technologies of 3D graphics Spheres of application: websites television video channels on the Internet (youtube, instagram, snapchat, facebook) printed products

Design of game and mobile applications Design of Web applications Design of game and mobile applications, mass media design, design of web applications Design of game and mobile applications Design of Web applications Mass media design

"Graphic design" program

The programs "Information systems and technologies", "Design", and "Advertising and public relations", despite their fundamental nature, leave the opportunity for flexible development and give hope for the quick adaptation of future graduates to the constantly changing realia of the Russian and world market. As the representatives of a business company which has been working in this sphere for many years, we confirm the topical nature of these programs and their relevance for Russian companies, both advertising, media and design agencies, and the producers of goods and services. These programs will enable them to develop their business and improve the competitive ability of firms, as well as of goods and services produced by them. It is extremely important that the "production" of specialists in such high demand will not be located in the capital, to which the development vector has already been shifted. It will take place in Saratov, and the availability of such specialists will give Saratov the possibility of the intensive development of businesses related to digital art.