Iryna Shekhovtsova

PhD Research Fellow

USN School of Business
Department of Business, Marketing and Law
Campus Ringerike (A 303)
A PhD fellow in Marketing with primary research interest in marketing accountability, marketing finance, and linking marketing activities with the financial performance of a firm.



  • Adavanced survey data collection and multivariate statistics for PhD students;
  • Kvantitativ forskningsmetode.



  • English (fluent)
  • Norwegian (limited user)
  • German (competent user)
  • Russian (native)
  • Ukrainian (native)
  • French (limited user)

Proficient in using R, SPSS, Lisrel, Xlstat, and MPlus for statistical analysis and Ucinet for network analysis.

Research interests:

  • Marketing accountability;
  • Finance;
  • Effect of marketing actions on the financial performance of the firm;
  • Modelling in decision making.

Courses completed during PhD program:

  • Marketing strategy and management;
  • Interorganizational networks and relationships;
  • Advanced survey data collection and multivariate statistics;
  • Consumer behaviour;
  • Advanced experimental data collection and analysis;
  • Theory construction.


MSc in Strategic Marketing Management, BI Norwegian Business School (08. 2012 – 12.2014)

  • Developed and tested a new approach to the analysis of coalitions of companies through estimation and analysis of networks;
  • Master thesis in cooperation with a European loyalty program on customer engagement and effectiveness of coalition loyalty programs investments;
  • GPA: A

BSc in Marketing and Business Administration, National University “Kyiv-Mohyla Academy”, Kyiv, Ukraine (09.2008 – 07.2012)

  • Bachelor Thesis in cooperation with UniCredit Group on influence of financial activities and customer-brand relations on brand value;
  • Diploma with honours: GPA: A.

Research and Teaching Assistant, BI Norwegian Business School (09.2013 – 12.2014)

  • Conducted research on students and recent graduates’ satisfaction;
  • Analysed extensive datasets using SPSS, R, Ucinet;
  • Reviewed and analysed over 500 articles;
  • Consulted bachelor students in Marketing Management course.

Employer-brand ambassador, Japan Tobacco International, Ukraine (09.2011 – 08.2012)

  • Organized a company presentation for students;
  • Selected applicants for in-company training;
  • Assisted two-days in-company training for students.

Intern at UniCredit Group, Ukraine (03.2012 – 04.2012)

  • Analysed company’s financial performance, marketing investment, and market value (based on data over 20 years);
  • Basis for the Bachelor thesis.

Project manager assistant, Pro.Mova Ltd., Ukraine (12.2010 – 07.2011)

  • Analysed media coverage of events;
  • Conducted market research for clients including questionnaires, benchmarking, and in-depth interviews.

Research assistant, The Institute for Economic Research and Policy Consulting, Ukraine (11.2009 – 05.2010)

  • Coded and analysed questionnaires;
  • Analysed the content of the interviews with experts.


EMAC 29th Doctoral Colloquium, Oslo, Norway - 2016
“When innovations can decrease firm values: The interplay between innovative inputs and marketing communications”.