no 2/2019

June 2019

  1. Investigating process maturity modeling as an advertising process improvement paradigm
    - Doss Daniel Adrian, Henley Russ, Hong Qiuqi, Pickett Trey
  2. Outdoor advertising as an element strengthening the recruitment campaigns of universities
    - Rachwał Helena
  3. How can we attract and keep young talents in the science sector? Work satisfaction and the inclination to change your workplace
    - Feldy Marzena
  4. Marketing for science based organizations – perspectives and questions
    - Zehner II William Bradley, Zehner Jacquelyn Anne
  5. Building a strategy for the development of a university using the methodology of strategic sessions on the example of the Academy of Fine Arts in Łódź
    - Mikosik Piotr
  6. Associations with the university as an employer in the years 2016-2019 – young potential employees perspective
    - Baruk Agnieszka Izabela
  7. Evaluation of the marketing communication of scientific units in the context of cooperation with the sector of small and medium enterprises in Lodz region
    - Grębosz-Krawczyk Magdalena, Milczarek Sławomir
  8. Understanding factors influencing consumers online purchase intention via mobile app: perceived ease of use, perceived usefulness, system quality, information quality, and service quality
    - Gunawan Freddy, Hanjaya Markun, Kenny
  9. The reasons of lack of polish young potential employees’ interest in universities as employers in the context of perception of people working in these organizations
    - Baruk Agnieszka Izabela, Goliszek Anna

Investigating process maturity modeling as an advertising process improvement paradigm

- Doss Daniel Adrian, Henley Russ, Hong Qiuqi, Pickett Trey

This article examined a variant of the Capability Maturity Model integrated (CMMi) through the lens of advertising process improvement. The population and sample were taken from a national array of U.S. marketing organizations. Using ANOVA, a 0.05 significance level, and a stratification of service marketing organizations versus product marketing organizations, the study showed a statistically significant difference (F(1, 304) = 4.03; p = 0.04; ω2 = 0.00) regarding the hypothesis representing the notion that processes were potentially sporadic, chaotic, and ad hoc. This notion corresponded to the first maturity level of the examined process maturity framework. With respect to … Czytaj więcej »

Downloads: 27
Pobrano: 27

Outdoor advertising as an element strengthening the recruitment campaigns of universities

- Rachwał Helena

The article puts forward the thesis that outdoor advertising is an important element that enriches college recruitment campaigns if it meets certain conditions. The basic factors determining the effectiveness of outdoor is the conciseness and simplicity of the message, the creation taking into account the proper character of the advertisement and referring to the emotions of the recipient, the composition based on the appropriate arrangement of elements, intriguing advertising text forcing the recipient to think, integrate outdoor communication with the internet transmission and the correct location of the advertising medium. The subject of outdoor advertising and its impact on candidates … Czytaj więcej »

Downloads: 32
Pobrano: 32

How can we attract and keep young talents in the science sector? Work satisfaction and the inclination to change your workplace

- Feldy Marzena

Gradually dropping number of working age people, dropping rate of unemployment and continuously growing number of job vacancies, which remain open for a longer time, lead to a situation in which more and more often in the context of Poland people say the market belongs to the employee. What doesn’t alleviate the situation is the arrival of a new generation, the so-called millennials, on the market. Millennials differ from earlier generations both in terms of their characteristics and expectations with regard to their workplace.

The fact that over a half of scientists below the age of 35 employed in national … Czytaj więcej »

Downloads: 26
Pobrano: 26

Marketing for science based organizations – perspectives and questions

- Zehner II William Bradley, Zehner Jacquelyn Anne

Marketing for research and science-based organizations is complex and not well understood; especially by the research, scientific, and technical communities. This paper presents a conceptual framework for scientists in research and science-based organizations to think about their organization’s marketing and sales functions, and related processes. NASA, one of the world’s most successful research organizations, which put two American astronauts on the moon in approximately 8 years, is briefly explored. The role of 21st Century research and science-based organizations in creating societal, organizational, and individual wealth is examined via a conceptual framework of the virtuous wealth creation process. Two forms of … Czytaj więcej »

Downloads: 34
Pobrano: 34

Building a strategy for the development of a university using the methodology of strategic sessions on the example of the Academy of Fine Arts in Łódź

- Mikosik Piotr

The aim of the article is to present the methodology of building an organization strategy which the author has been working on for 8 years.. Although the article is based on the case study of the Academy of Fine Arts (ASP) in Łódź, in which the author conducted a series of strategic sessions, the methodology itself is universal and can be successfully applied both in enterprises, non-profit organizations and offices. The size of the organization or industry is also irrelevant. The author applied the described method in international corporations, no-profit organizations as well as kindergartens whose teams worked on the … Czytaj więcej »

Downloads: 17
Pobrano: 17

Associations with the university as an employer in the years 2016-2019 – young potential employees perspective

- Baruk Agnieszka Izabela

The article is theoretical and empirical. To prepare the theoretical part, the method of cognitive-critical analysis of world literature in the field of management, personal marketing, etc. was applied. Based on the results of this analysis, it can be concluded that there is a cognitive and research gap relating to research on universities as employers. This applies especially to associations of young potential employees with this group of employers. Therefore, the article aims to achieve the goal, which is to identify associations of young potential employees with the university as a workplace and indicate the changes taking place in them. … Czytaj więcej »

Downloads: 30
Pobrano: 30

Evaluation of the marketing communication of scientific units in the context of cooperation with the sector of small and medium enterprises in Lodz region

- Grębosz-Krawczyk Magdalena, Milczarek Sławomir

An essential role in the constant overcoming of barriers as well as in the development of cooperation on the line “science-business” is played by proper marketing communication carried out by scientific units, being the party initiating the commercialization processes. The aim of the article is to evaluate selected aspects of marketing communication carried out by scientific units during cooperation with small and medium enterprises (SMEs) representing the smart specializations of the Lodz region. The article discusses the results of research carried out in the second and third quarter of 2018, based on the method of indirect communication with respondents, using … Czytaj więcej »

Downloads: 20
Pobrano: 20

Understanding factors influencing consumers online purchase intention via mobile app: perceived ease of use, perceived usefulness, system quality, information quality, and service quality

- Gunawan Freddy, Hanjaya Markun, Kenny

The development of technology has been significantly give the implication towards consumer’s behaviour in having the online purchase intention via mobile app that has been developed by the e-commerce company to serve better and deliver a better service to the consumers; especially when internet has connected people through their smartphones. The insignificant growth in doing the online purchase via mobile app which does not go along with the growth of internet mobile users in Indonesia and Singapore will deliver this study in order to evaluate and validate the implication of ease of use, usefulness, system quality, information quality, and service … Czytaj więcej »

Downloads: 35
Pobrano: 35

The reasons of lack of polish young potential employees’ interest in universities as employers in the context of perception of people working in these organizations

- Baruk Agnieszka Izabela, Goliszek Anna

The article has a theoretical and empirical character. Identifying the internal structure of reasons of lack of Polish young potential employees’ interest in universities as employers was the main goal of this paper. To prepare its theoretical part the method of cognitive-critical analysis of world literature on marketing and management was applied. The results of this analysis show that the aspects connected with the mentioned reasons have not been studied yet. The more the opinions about the way of perception of universities’ employees in the comparison of other organizations’ employees have not been taken into account in the analysis. So … Czytaj więcej »

Downloads: 33
Pobrano: 33