Bychkova, Marina N. (Russia, Tomsk)

Specialist in the field of PR and advertising; Senior lecturer, Department of Social Communication, Faculty of Psychology of the National Research Tomsk State University, a member of the organizing committee of the international theoretical and practical conference "Connect – Universum", an affiliate member of the Russian Association of Public Relations (RAPR), Siberian division, a member of the Journalists Union. Author of more than 30 scientific and educational publications on various aspects of off- and online communications.

Since 2011 – a developer of author programs, moderator of master-classes on various aspects of advertising and public relations, including international educational program “E-Business” (TSU - Folkuniversity, Sweden); for retraining programs "Public relations and advertising in Internet "(TSU); for the Fund for Development of Small and Medium-sized Enterprises of Tomsk region; For Tomsk regional public fund "Center of Social Development".

Since 1995 - a developer, copywriter, speechwriter, manager, consultant and chief technologist of political campaigns in Tomsk region for the elections to various level representative bodies (from deputies and heads of rural settlements to the deputies of the State Duma of the Russian Federation).
EDUCATION:

From 2010 - post-graduate studies "Social philosophy", Tomsk State University (TSU);
2009 - 2010 - The Russian State University for the Humanities (RSUH), a program of retraining "Cultural and historical paradigm in humanistic studies";
2001-2004 – The Saint Petersburg State University (SPbGU), Faculty of Journalism: speciality "Public Relations";
1981-1986 - Tomsk State University (TSU), Faculty of Philology, Department of Journalism: speciality "Journalism".

SCIENCE DEGREE:
Specialist in the field of PR and advertising; Senior lecturer of the Department of Social Communication, Faculty of Psychology of the National Research Tomsk State University, an affiliate member of the Russian Association of Public Relations (RAPR), Siberian division, a member of the Journalists Union.

CAREER:
Since 2003 - Senior lecturer, Department of Public Relations (later renamed the Department of Social Communication) Faculty of Psychology, TSU;
2006 - 2008 - Head of PR department of the executive committee of the Tomsk regional branch of the Russian political party "United Russia";
2000 - 2006 - Head of PR technologies Department of the communications agency "Yanson Company ", advertising and news agency "Troika" (Tomsk);
1996 - 2000 – press group main specialist of the Federal Fiscal Police Service of the Russian Federation in Tomsk region;
1986 - 1995 – Correspondent of local newspapers in Tomsk region.

INTERESTS:
Social philosophy, the philosophy and theory of social communication, projecting of communications campaigns, reputation management strategies of social entities, event-management, speechwriting, copywriting, communication audit, new media, civil journalism, NET-communities.

PARTICIPATION IN CONFERENCES:
2013 - International conference - the Department of Architectural Theory, Research Center for Semiotics, Technical University of Berlin; the National Research Tomsk State University (Berlin). The conference theme: "Architecture and Social Media in Network Societies";
2013 - International webinar - an autonomous non-profit educational organization "Center for refresher training of teachers and further education" ANEKS"(St. Petersburg). Seminar topic: "The Linguistic Features of the Modern Russian Language Dialogue";
2012 - All-Russian scientific conference – the National Research Tomsk State University. The conference theme: "Cognitive Management – an Innovative Knowledge Development Control Strategy in a Modern Classical University";
2012 - International scientific webinar "Connect-Universum" – the National Research Tomsk State University. The conference theme, "The Impact of New Media on the Consciousness and Behavior of Young People: Interdisciplinary Approach";
2011 - All-Russian scientific and practical conference with international participation "IV Siberian psychological forum" - Tomsk State University. The conference theme; "Value Basis of Psychology and Psychology of Values";
2010 - All-Russian scientific and practical conference with international participation - the East Siberian State Technological University, the Government of Buryat Republic (Ulan-Ude). The conference theme: "The Image of the Country / Region as a Strategy for Integration of Russia and the Asia-Pacific Region in the XXI Century".

DISCIPLINES TAUGHT:
"Fundamentals of integrated communications," "Effective strategies for company reputation management”, "Communication audit", "Internet projects management ", "Organization of advertising and PR campaigns on the Internet," "Naming: technologies of development, performance evaluation," "The art of scripting: practical work ".

TOPIC OF THE REPORT:
Cultural and historical complex «The Golden Whip»: ninth wonder as the basis of the brand of the great Mongolian state

ABSTRACT:
The modern world («new sociality», «network society», «digital age», «hybrid ontology») as one of the key characteristics has a multivariative potential in determining, finding solutions to almost any problem. At the same time, the more complex the studied phenomenon, the wider the range of approaches to its description and analysis, the identification of its specificity, etc. In a sense, today we can talk about a unique, point representation, the formation and development of objects with a nonlinear structure. The brand of the territory is certainly a phenomenon of this order. This report presents unique practices in the formation of the brand of modern Mongolia, as the successor country of power, might and heroes of the great Mongolian empire, which has no analogues in human history. The creation and promotion of the cultural and historical complex «The Golden Whip», located in the town of Tsonjin-Boldog (54 kilometers from of Ulan-Bator - the capital of the modern Mongolian state) was chosen as the basic case. Technologies of informing foreign tourists, methods of attracting the attention of their own population, ways of forming in the complex a sense of belonging to a great event (event, complicity, cooperation) etc., - author attempts to classify effective approaches to creating a brand based solely on the myths, legends, and beliefs of its target audiences.
 
 
KEY WORDS: territorial brand, nonlinear structure of the brand, the brand of faith.

 

Specialist in the field of PR and advertising; Senior lecturer of the Department of Social Communication, Faculty of Psychology of the National Research Tomsk State University, an affiliate member of the Russian Association of Public Relations (RAPR), Siberian division, a member of the Journalists Union.
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