TrendBook 2014 by Polish marketing expert Natalia Hatalska presents an analysis of the five top trends for the next year. We highly recommend this thought provoking and inspiring book, and her blog: http://hatalska.com/

Natalia Hatalska about her TrendBook 2014:

” In this year’s TrendBook, you will find the following chapters:

1. Internet of Places – the trend is closely related to the development of the BLE (Bluetooth Low Energy) or Bluetooth Smart technology. It enables our mobile devices to recognize context in which they are, so they can be really intelligent. Today, the Holy Grail of this

To build a strong brand a university must not focus on one of the above elements only. It is not sufficient to include in the university promotional materials information about teaching staff or learning facilities. Candidates analyse a university as a whole organism, a synergy of all elements combining to produce a well-functioning entity.

Picture 1. Elements of a university involved in branding and their roles.

The most important element of the brand building process is client satisfaction. In the context of higher education, we can talk about two … Czytaj więcej »

Building cooperation between scientists working in scientific and R&D centres and entrepreneurs should take into consideration the fact that these groups often base their market activities on completely different motivation, styles of interaction, levels of risk acceptance and understanding of value added to cooperation. The culture of organization, structure, goals and strategies of action of scientific and R&D organizations most often vary. For this reason cooperation on commercialization and technology transfer requires support from institutions of innovative business (such as scientific and science-technology parks, technology incubators, technology transfer centres), which may serve the role of an integrator between scientists and … Czytaj więcej »

Social media can be an effective tool for creating and building an effective image of an organisation as a trustworthy employer both inside and outside the company.
The author has examined the use of social marketing channels by academic institutions. She asked about the role of this communication tool, undertaking the challenge to use social media as a tool for cross-marketing, employer experience of branding through social media. She has also examined employers’ knowledge of what and on which channels employees and “ambassadors” post about their company. Overwhelmingly, the response was obtained “no”, which shows that social media are a … Czytaj więcej »