Marat Bakpayev, Ph.D.

Marat Bakpayev

Professional title

Assistant Professor of Marketing



  • Ph.D. in Management (2016), Neoma Business School, France (My area was marketing and consumer behavior. The dissertation was directed towards understanding of new technology consumption, more specifically, on the acceptance of robots by senior consumers)
  • MSW (2005), Washington University in St. Louis, United States (I had an individualized track between Brown School of Social Work and Olin School of Business, specializing in Management and concentrating in Social and Economic Development. I was one of the early Social Entrepreneurship students, a separate specialization that the university currently offers)
  • MSc. Commerce (2003), with honors, Kokshetau State University, Kazakhstan
  • B. Econ. and Laws (2001), with honors, Kokshetau State University, Kazakhstan

Doctoral Seminars

  • Ethnographic Methods (2016), University of St. Gallen, Switzerland
  • Qualitative Methods (2015), Univ Lille Nord de France-SKEMA Business School, France
  • Consumer Research (2014), European Institute for Advanced Studies in Management, Belgium
  • Consumption Theory (2014), University of Southern Denmark, Denmark

Research Interests

  • Consumer Behavior
  • Well-being
  • Branding


  • Rossi, P., Borges, A., Bakpayev, M. (2015) Private labels versus national brands: The effects of branding on sensory perceptions and purchase intentions. Journal of Retailing and Consumer Services
  • Kan, M., Gall, J., Latypov, A., Gray, R., Bakpayev, M., Alisheva, D., Rakhmatova, K., Sadieva, A. (2014) Effective use of naloxone among people who inject drugs in Kyrgyzstan and Tajikistan using pharmacy-and community-based distribution approaches. International Journal of Drug Policy, 25 (6) 1221-6>
  • Gilbert, L., El-Bassel, N., Terlikbayeva, A., Rozental, Y., Chang, M., Brisson, A., Wu, E., Bakpayev, M. (2010). Couple-based HIV prevention for injecting drug users in Kazakhstan: A pilot intervention study. Journal of Prevention & Intervention in the Community, 38(2), 162-176.

Courses Taught

  • Marketing Management and Strategy (Capstone course)
  • Developing and Marketing New Products

Industry Experience (Senior-level)

  • Social Marketing (2012-2013), Regional Research and Development Manager for Population Services International Central Asia
  • Retailing (2009-2012), Commercial Director for Zara, Bershka, Pull & Bear, Massimo Dutti, Stradivarius; Branch Director for Celio, Sinequanone
  • Advertising (2006-2009), Account Director for P&G, Leo Burnett