Rostec Academy has launched a new educational program "Marketing of high-tech products. Product line management". The purpose of the course is to train professionals for enterprises of the military–industrial complex who are able to create complex civilian goods for the needs of the market and promote them - innovative materials, electronic components, optical equipment, medical devices, vehicles, infrastructure, etc. In the first year, about 100 employees will be able to receive state-issued diplomas.
The new educational program is one of the first of its kind in Russia. It is designed to cope with the problem of a shortage of specialized marketing engineers in the defense industry. Such specialists should be able to identify the needs of the market, as well as promptly solve the problems of import substitution and increasing the production of new types of high-tech products.
The course is addressed, among other things, to managers who are looking for fresh ideas for the development of the product line, aimed at increasing the company's income and scaling up existing business within the framework of diversification tasks: in accordance with the instruction of the President of the Russian Federation, by 2030, 50% of the revenue of defense enterprises should be generated at the expense of civilian products.
By the end of 2022, the share of civilian products in Rostec's revenue reached 44.5%, or 942 billion rubles in monetary terms. The main activities of the Corporation are: aircraft construction, engine building, transport and energy engineering, medical instrumentation, pharmaceuticals, new materials, etc. Rostec's development strategy provides for increasing the company's presence in the segments already occupied and expanding into new markets for civilian products.
"Sanctions are both a challenge and a huge window of opportunity. We understand that we must make the most of these opportunities in order to quickly occupy niches where the departed Western suppliers were, in fact, monopolists. First of all, we are talking about segments that are important from the point of view of technological sovereignty and directly affect the quality of life of Russians, the stability of critical infrastructure. These are air passenger transportation, energy, telecommunications, healthcare and other areas. In order to successfully solve the tasks of creating and promoting high-tech products, defense industry enterprises need professionals with clear system knowledge. Until now, such specialists have practically not been trained in our country. The new educational course is designed to eliminate this gap. About 100 employees will be trained in the first year, and this is just the beginning. In the future, we plan to expand the program in cooperation with leading technical universities," said Oleg Yevtushenko, Executive Director of Rostec State Corporation.
The uniqueness of the course is that it is developed by expert practitioners taking into account the specifics of complex technical products. This group of products is characterized by a long cycle of creation and production, large investments, high technical competencies of all participants in the process, special requirements for after-sales service, etc.
After completing the program, specialists and managers will be able to build high-tech product management processes at the enterprise, including analysis of market opportunities, search for ideas for new products, support of the process of their development and production. Graduates of the educational course will also be able to bring goods to market, promote and scale sales, coordinate the work of related departments responsible for logistics, finance, technical support, service and much more.
"The course on marketing of high-tech products is built taking into account the request of the industry, which is now forced to train specialists locally, which takes a lot of time and does not allow to obtain comprehensive knowledge. Factories have a need not just for marketers, but for marketing engineers who understand technical subtleties and at the same time are ready to take responsibility, form and implement product strategies. The practical orientation of the educational course allows you to immediately apply the acquired knowledge and skills in your work," said Anna Kachalina, Academic director of the program, head of strategic marketing projects at Rostec State Corporation.
The training lasts nine months in full-time and part-time format and includes three blocks: strategic marketing, product marketing, tactical marketing and technical support. The teachers of the program are expert practitioners working in leading positions at Rostec and other major Russian organizations. Upon completion of training, graduates are awarded a state-issued diploma of professional retraining in the specialty "marketer".
The set of participants is already open. You can get acquainted with the program here.