Shkardun, Vladimir Dmitrievich

• 1972 - graduated from the Moscow Electrotechnical Institute of Communications, specialty: radio engineer.
• Leading Flight Test Engineer.
• 1990 - Manager Training Center at REA named after G.V. Plekhanova, specialty: marketer of industrial goods.
• Member of the Russian Academy of Natural Sciences ^[1] .
• Currently: consultant; specialization - consulting in the field of marketing and sales, conducting marketing audits and in-house trainings, development of strategic programs, personal advice to senior managers. More than 50 completed projects; Head of School of Practical Marketing.

As a professor-coordinator of the specialization in MBA marketing at MIRBIS , Vladimir Dmitrievich is engaged in reading courses in 10 areas of marketing on MBA programs; taught courses ^{[2] [3]} :

1. Marketing
2. Marketing policy
3. Strategic marketing
4. Marketing Integration in Enterprise Management
5. Company communication environment
6. Key Account Management
7. Marketing support
8. Successful sales strategy
9. Assessment of market chances of the enterprise
10. Advertising and exhibition activities of the company

According to the magazine " Secret of the company ", Vladimir Dmitrievich Shkardun is one of the three leading marketers in Russia ^[4] .

Theme of the doctoral dissertation: "Strategic planning of the enterprise based on the marketing methodology" ^[5] .
The main scientific provisions of the thesis, formulated on the basis of research:

• Marketing concept of strategic planning of the enterprise.
• A methodological approach to developing a strategic program of an enterprise using marketing analytical resources to assess goals, the current market position, the potential of the enterprise and the strategic options put forward.
• The methodology of organizing strategic goal-setting based on the consideration of the claims of the owners, formalization and determination of the structure of goals, as well as the methodological apparatus for the distribution of intellectual and temporary resources of owners involved in the management of the enterprise
• A model for organizing informational and analytical support for strategic planning based on a marketing information system taking into account the influence of information filters.
• A set of methods for assessing and increasing the degree of readiness of enterprise management to work on the basis of strategic planning.
• A practical mechanism for organizing strategic planning based on marketing audit.
• The original methodological apparatus of marketing audit, which is an approved set of models and methods of strategic planning.

Also, Vladimir Dmitrievich is the author of three monographs ^[6] .

Monographs

1. Shkardun V.D. Marketing fundamentals of strategic planning. 1st edition - M .: Delo, 2005, - 375 p.
2. Shkardun V.D. Marketing fundamentals of strategic planning. 2nd edition - M .: Delo, 2007, - 375 p.
3. Shkardun V.D. Marketing fundamentals of strategic planning. 3rd edition - M .: Delo, 2008, - 375 p.

Teaching aids

1. Shkardun V.D. Marketing in the practice of information services of organizations and enterprises. - M.: MDNTP, 1990 .-- 7.3 pp.
2. Shkardun V.D. Marketing information products and services of the enterprise. - M .: Informtekhnika, 1991.- 2.25 pp.
3. Shkardun V.D. Fundamentals of enterprise product marketing. - M .: TsRDZ, 1992. - 5.9 pp.
4. Shkardun V.D. Marketing research / teaching aids - M .: MIRBIS, 2000. - 9.6 pp

Scientific articles in publications included in the list of VAK

1. Shkardun V.D., Communication system of marketing information of an enterprise // Marketing, 2004, No. 4 - 0.9 pp.
2. Shkardun V.D., Kusik A.V., Ushanov A.V. A methodological approach to taking into account the influence of environmental factors when choosing a marketing strategy of a company // Marketing, 2000, No. 4. - 0.45 pp (personally the author 0.15 pp.).
3. Shkardun V.D., Akhtyamov T.M. Assessment of enterprise readiness for the implementation of marketing strategies // Marketing, 2001, No. 3 (58). - 0.5.p. (personally the author 0.25 pp.).
4. Shkardun V.D. Problems of analysis of the marketing environment of the company // "Modern aspects of the economy", St. Petersburg 2004, No. 5 (56). - 0.68 pp
5. Shkardun V.D. Standing in front of a mirror ... // Russian Entrepreneurship, 2008, No. 2, Issue 1 - 0.4 pp.
6. Shkardun V.D. On various aspects of the integrated assessment of the competitiveness of an enterprise // Marketing, 2005, No. 1 - 0.9 pp
7. Shkardun V.D. Loyal Client / Russian Entrepreneurship, 2008, No. 5, Issue 1 - 0.4 pp

Other publications

1. Shkardun V.D. Some issues of planning for R&D information support. Materials of a scientific and technical seminar / Leningrad, 1983. M .: NIIEIR, 1984.
2. Shkardun V.D. Auxiliary planning and reporting documentation of the information department in the conditions of the enterprise ACS. Sat VIMI No. 4, 1984.
3. Goldgamer G.I., Shkardun V.D. Information supervision of research and development. - Theory and practice of NTI. Materials of the seminar MDNTP, Moscow. 1985. - 1.0 p.p. (personally, the author 0.5 pp.).
4. Shkardun V.D., Guryanov V.G. Information support of NGO leaders. - Theory and practice of STI. Materials of the seminar MDNTP, Moscow. 1985. - 0.5 l.p. (personally, the author 0.25 pp).
5. Shkardun V.D. Comprehensive assessment of the results of the activities of curators of the information agency. Theory and practice of STI. Material of the seminar MDNTP, Moscow. 1985.- 0.7 p.p.
6. Goldgamer G.I., Shkardun V.D. On assessments of the activities of STI bodies and the creative activity of their employees. - Theory and practice of STI. Material of the seminar MDNTP, Moscow. 1987. - 0.7 l.p. (personally the author 0.35 pp.).
7. Goldgamer G.I., Shkardun V.D. Problems and practice of information support of research and development. - NTI. Ser. 1 - 1987.-No. 2. - 0.9 pp (personally, the author 0.45 p.p.).
8. Shkardun V.D., Solodovnikov V.S. Automated workplace of an engineer-curator of an information organ. - Theory and practice of NTI. Material of the seminar MDNTP, Moscow. 1987. - 0.6 l.p. (personally the author 0.3 pp.).
9. Shkardun V.D. Comprehensive assessment of the performance of information workers. NTI. Ser. 1- 1987.- No. 11.- 0.8.p.
10. Shkardun V.D. Management of information support for research and development using the ACS of the enterprise. NTI. Ser. 1-1988.-No.10.- 0.4 bp
11. Shkardun V.D. Packages of information services at the stages of research and development. Optimization through a survey of developers. NTI. Ser. 2-1989.- No. 11.- 0.7 pp.
12. Shkardun V.D. Preparation of grassroots information services for the transition to cost accounting. Methodical materials - M.: Knowledge Society of the RSFSR, 1989. - 4.0 pp.
13. Shkardun V.D. Seven steps to cost accounting // Soviet bibliography. No. 3 1990. - 0.3 l
14. Shkardun V.D. From the meaning of the terms to the essence of the matter. - NTI. Ser. 1 - 1990.-№2.
15. Shkardun V.D. On the distortion of marketing information at the enterprise // Marketing in Russia and abroad. 1999. No. 2. - 0.3 pp
16. Shkardun V.D., Akhtyamov T.M. Methods of researching competition in the market // Marketing in Russia and abroad, 2000, No. 4. - 0.7 p.p. (personally the author 0.35 pp.).
17. Shkardun V.D., Moiseev A.N. Marketing as a way of survival of the company // Paper World, 2000, No. 5. - 0.53 pp (personally the author 0.26 p.p.)
18. Shkardun V.D., Sterkhova S.A. Market research - a source of managerial decision-making // Marketing and marketing research in Russia, 2000, No. 6. - 0.9 pp (personally the author 0.45 p.p.)
19. Shkardun V.D., Sterkhova S.A. The experience of forecasting sales volumes on the example of the market for air conditioning systems // Marketing and Market Research in Russia, 2001, No. 1. - 0.9 pp (personally the author 0.45 p.p.)
20. Shkardun V.D., Akhtyamov T.M. Assessment and formation of the corporate image of the enterprise // Marketing in Russia and abroad, 2001, No. 3. - 0.65 pp (personally the author 0.35 pp.).
21. Shkardun V.D., Sterkhova S.A. A comprehensive method for assessing the competitiveness of a new product // Marketing and Market Research in Russia, 2001, No. 4. - 0.9 pp. (personally the author 0.45 p.p.)
22. Shkardun V.D., Sterkhova S.A. Formation and optimization of the distribution network - the basis of the marketing policy of the enterprise // Sales Management, 2001, No. 4. - 1 p.p. (personally, author 0.5 pp.)
23. Shkardun V.D., Sterkhova S.A. Planning and evaluating the effectiveness of the exhibition activities of an industrial enterprise // Marketing and Market Research in Russia, 2002, No. 1. - 0.9 pp. (personally the author 0.45 p.p.)
24. Shkardun V.D. Marketing audit as an integral part of the marketing activities of the company // Marketing and marketing research in Russia, 2002, No. 4. - 0.9 pp
25. Shkardun V.D., Sterkhova S.A. Practical notes about the marketing program // Marketing and Market Research in Russia, 2002, No. 5. - 0.9 pp. (personally the author 0.45 p.p.)
26. Shkardun V.D. Objects of marketing audit // Marketing and marketing research in Russia, 2003, No. 1. - 0.9 pp
27. Shkardun V.D. Performers of marketing audit // Marketing and marketing research in Russia, 2003, No. 2. - 0.9 pp
28. Shkardun V.D., Ushanov A., Drachev D. Evaluation of the complex offer of a company in the market in order to optimize marketing costs // Sales Management, 2003, No. 2. - 1.0 pp. (personally the author 0.33 p.p.)
29. Shkardun V.D. Marketing audit tools. Assessment of the external environment // Marketing and marketing research in Russia, 2003, No. 4. - 0.9 pp
30. Shkardun V.D. The positive image of the company as a basis for effective branding // Brand Management, 2003, No. 4. - 0.9 pp
31. Shkardun V.D. Marketing evaluation of a firm’s readiness for strategic planning // Collection "Actual problems of a transformational economy", Moscow State University Publishing House, 2003. - 0.45 pp.
32. Shkardun V.D. Marketing audit as an integral part of strategic planning at the company // Collection "Actual problems of the transformational economy", Moscow State University Publishing House, 2003. - 0.45 pp.
33. Shkardun V.D. The use of the method of group expertise in strategic planning // Collection "Actual problems of the development of the economy and management", Publishing house of Moscow State University of Service, 2004. - 0.5 pp.
34. Shkardun V.D. The methodological apparatus for analyzing the marketing environment of the enterprise in the process of strategic planning // Collection "Actual problems of the development of the economy and management", Publishing house of Moscow State University of Service, 2004. - 0.5 pp.
35. Shkardun V.D., Akhtyamov T.M., Ushanov A.V. A study of the claims of the owners // Management today, 2004, No. 3. - 0.9 pp (personally, author 0.5 pp.)
36. Shkardun V.D. Consulting as a tool to improve the efficiency of the enterprise // Innovations. All-Russian Scientific and Practical Journal, 2004, No. 3. - 0.4 pp.
37. Shkardun V.D. The value of goals in the activities of the organization // Strategic Management, 2008, No. 1 - 0.4 pp.
38. Shkardun V.D. The role of the analytical function of marketing in the strategic planning process // Marketing and Market Research, 2008, No. 4 (76). - 0.9 pp
39. Shkardun V.D. A comprehensive assessment of enterprise competitiveness // Business Education: Theory and Practice of Management: Sat. articles / "MIRBIS" (Institute). - M: MAKS press, 2009 .-- 0.9 p.p.

• Healthy sleep lengthens life and shortens working hours ^[7] .
• Happiness is not in the market share.
• It is possible to calculate the market share of a company even in parrots, but it is better in kind ^[8] .
• Advertising costs are the company's investment in the market.

• Son: Shkardun Dmitry Vladimirovich ^{[9] [10]} .
  • Grandchildren:
    • Shkardun Maxim Dmitrievich,
    • Shkardun Alexander Dmitrievich

• Shkardun Vladimir Dmitrievich. General Director of the consulting company "Polymex", head of the School of Practical Marketing.
• "Assessment and formation of the corporate image of the enterprise", Shkardun V.D., Akhtyamov T.M.
• Leading teachers of MIRBIS
• Creative economy
• MIRBIS: Teachers at the MBA program: Shkardun Vladimir Dmitrievich
• GSOM: Shkardun Vladimir Dmitrievich (inaccessible link)
• 12 teacher-stars, 9. Flight marketing.