Please accept my congratulations with your appointment! Institute of International Development and Partnership has only been around for a year, but already you and your colleagues got a lot done. What did you manage to accomplish?

We built a system for working with in-bound and outbound international students, researchers and instructors basically from scratch. There was no such system at ITMO University before. The development work was taken on not just one or two departments but five. And we did it.

The second goal was truly ambitious: to improve the overall level of English. At the beginning we weren’t even sure where to start: school books or native speakers. But thanks to Maria Didkovskaya, head of the Internationalization Department and director of the Foreign Languages Center, as well as her deputy Kristina Ivanova we managed to overcome all obstacles and develop a system of education for students and staff.

The third challenging task was to present ITMO University to foreign peers. Over the past six months, together with our colleagues from the Strategic Communications Department we created a whole range of materials and tools in English: the web portal, films, presentations, annual reports, a“road map.” That’s how we started to bring our university to the international stage and now we continue working in that direction.

ITMO University positions itself as a non-traditional: international, innovative, entrepreneurial. What non-conventional methods do you use in promoting the university abroad?

Our basic approach is that we sincerely believe in what we’re doing and share university’s values. Another secret of success is a special vibe of the university, its determination to lead and to be unlike all others. So we go for non-traditional methods. Some might say that we’re setting a trend in science and education. If we need to present a new educational program, we try to come up with a creative approach: develop a concept, an idea, form a slogan, deliver presentations and bring unusual gifts. We think that ITMO University offers a platform to bring to life the ideas that no other university would tackle.

How does the image of a non-conventional university affect the tasks related to international promotion?

As part of the “It’s More than a University” concept we support what lies outside the traditional perceptions of science and education. One example is the Magic of Light exhibition that was a collaboration of five departments. Every weekend it’s visited by over 1,800 people.

We always try to find a creative approach for ITMO events at scientific conferences, public events for prospective students, international partners and friends of the university. For example, this year we decided that every participant of NAFSA-2015 should sport a little woolen boot pin. That took a joint effort: students from ITMO University’s FabLabTechnopark made the tiny boots and English language instructors decorated them during class breaks. As the result, over 500 pairs of pins with traditional Russian footwear found their way to universities across the globe.

Another example is our presentation of the “road map” at the Project 5-100 conference in Tomsk. It was completely different from the format suggested by the organizers. When they tell us to make a film about the university, we make a cartoon. Of course, it’s a certain risk, but it works. Every presentation do make should be unusual and innovative.

It’s possible that some might be surprised by this approach. Anyone can talk about their university and say how incredible it is. But to make an impression and create an emotion – that’s a task that can be solved elegantly and with fun.

Currently there’s a trend to develop relations between ITMO University and Asia: the number of partner universities in that region is growing, the university becomes a co-organizer of conferences and forums. Also, collaboration with universities in the United States is also gaining ground. Are there plans to open new representative offices in addition to those in Italy and Brussels?

Asia is complicated. Irina Kim, head of the Center for Asian Collaboration, works closely with the partners in that region. But right now we think that a presentative office in Asia is unnecessary. As regards the US, we have several strong partners there. We’re particularly proud that two strongest universities in Photonics – University of Rochester and University of Arizona Tucson are our friends. We offer joint programs and summer schools together. Right now I don’t think it’s necessary to have a rep office in the USA.

You’re committed to a non-conventional approach. Does that create difficulties?

The sad part is that non-traditional approaches are not measured by QS or Shanghai rankings. It’s hard to assess our non-classical university by traditional ranking systems. We’re planning to discuss that with the members of our international council at the meeting at ITMO University’s rep office in Italy. The new challenge we pose to the council is to figure out how our university, entrepreneurial and people-centered, can fit into standard rankings. Our first priority, same as for all universities, is our students – current and future. Most rankings don’t take into consideration the university’s attractiveness to students. They don’t assess non-standard approaches in promoting the image and the ability to be on the same wave length with young people.

Sounds like you’ve got to be flexible…

But how? Rankings are based on strict criteria. But we’re not a university that bases its strategy on the rankings policy. We’re a dynamically growing university that involves young people in science, forms trends and anticipates the needs of society.

How do you promote academic mobility and attract foreign students?

We’ve launched new recruitment tools, including online marketing, to reach a wider range of countries. Our concept is differentiated: we utilize online instruments as well as agents, testing and contests.

Every country and every region calls for a tailored approach. This year we’re launching an online testing system for admissions to make the process simple and efficient. Our other task is to develop academic mobility at the university. Last year we sent over 80 people abroad on various programs.

What countries offer academic mobility programs?

Our students go to China, USA, top European schools, including University of Amsterdam and ÉcolePolytechniqueFédérale de Lausanne. Of course, we’re planning to expand the geographic reach of our partner universities. When students go on academic mobility programs, they become ITMO University ambassadors and present the modern image of our university to their new friends and colleagues. They also play an important part in attracting new students from other countries.

How about the students that are coming here from other countries?

Last summer we welcomed young people from Europe, China and USA for short-term programs. I believe that this year will be very intense in terms of academic mobility, including in-bound.

This coming spring we’re launching a Study Abroad semester exchange program in English. It’s a traditional European offering but it’s new to ITMO University, and it’s a big breakthrough for us when it comes to international relations.

I also would like to point out that several of our departments offer instruction in English. Here a special thank you goes to Dr. Alexander Boukhanovsky, head of the High Performance Computing Department, who delivers lectures for foreign students in English.

In terms of your personal achievements, what would you like to accomplish in your new role?

I’d like to focus on building a system so that every person is an integral part of a team. With that comes a clear understanding of tasks and responsibilities. Working with foreign students and delivering educational as well as extra-curricular services for them is also a top priority. I’m convinced that our work is completely dedicated to students.

It’s hard not to ask how working at this rate you manage to conserve energy and stay in such a great shape?

It’s all thanks to strong puer, a morning run, yoga and tennis. Unfortunately, I don’t get to play tennis as much as I’d like to. I wish myself and my colleagues to learn to work faster, get enough sleep and always find time for sports.