no 4/2014

December 2014

  1. Success factors in the processes of commercialization of knowledge – relational and communicational aspect
    - Feldy Marzena
  2. The assessment of activities conducted by companies in social media in light of research concerning their users
    - Gregor Bogdan, Kubiak Tomasz
  3. Analytical and critical thinking skills in public relations
    - Jakus Dalibor, Zubčić Krešimir
  4. Visual identity of a selected university – the scope, process of implementation, management
    - Gębarowski Marcin
  5. Building visual identity of scientific and research units and the role of visualization in cooperation with business
    - Kamińska Alfreda
  6. Popularization of science as a marketing tool exemplified by “Paths of Copernicus” – a programme funded by the Ministry of Science and Higher Education
    - Piasecki Adam
  7. Revievers list 2014
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Success factors in the processes of commercialization of knowledge – relational and communicational aspect

- Feldy Marzena

The aim of the article is to identify the ways of communication that increase the chances of researchers being at different stages of a scientific career to collaborate with companies. Inefficient communication and the closeness of research units to the environment are considered to be the greatest barriers to the development of R&D cooperation between science and industry. Lack of knowledge results in the formation of negative stereotypes on both young and senior researchers. The former are considered incompetent, while the latter – too little interested in cooperation with companies or holding high financial expectations. However, according to the research … Czytaj więcej »

Downloads: 207
Pobrano: 207

The assessment of activities conducted by companies in social media in light of research concerning their users

- Gregor Bogdan, Kubiak Tomasz

Social media are not losing their popularity. Despite their long (sometimes a few years long) presence on the Internet, portals from this category are gradually strengthening their position with regard to the number of registered users. In July 2014 the biggest social media portal – Facebook – had 1,320,000,000 active accounts around the whole world. In Poland in July 2014 the number of active users of the portal reached 12,000,000. In the period from April 12 to May 25, 2014, the Department of Marketing of the Faculty of Management of University of Lodz conducted a research aimed at the assessment … Czytaj więcej »

Downloads: 215
Pobrano: 215

Analytical and critical thinking skills in public relations

- Jakus Dalibor, Zubčić Krešimir

This article presents more or less independent reasons why analytical and critical thinking skills should be essential part of public relations. Generally, it is considered that the analytical and critical thinking skills are part of public relations, as well as creative thinking, but they should be considered separately and given the codes of ethics of the profession used as initial criteria. For the purpose of the study, in this article is presented the result of the survey in which determine importance of using analytical and critical thinking skills in the implementation of PR projects. The second aim in the survey … Czytaj więcej »

Downloads: 260
Pobrano: 260

Visual identity of a selected university – the scope, process of implementation, management

- Gębarowski Marcin

Image is one of key elements which determines whether contemporary market entities achieve a competitive advantage. This is also true in case of universities which compete with each other – mainly to attract students. The image of a university in its environment is to a large extent determined by consistent application of the system of visual identity, which includes recommendations concerning the functioning of an organization in the sphere of markers (symbolism). The basic goal of this article is to define the factors conditioning the efficient utilization of such systems by universities. Exemplification of the process of planning and implementing … Czytaj więcej »

Downloads: 239
Pobrano: 239

Building visual identity of scientific and research units and the role of visualization in cooperation with business

- Kamińska Alfreda

The need for commercialization of scientific research leads to the necessity of changing the orientation of scientific-research units to marketing orientation, which is characterized by, among others, conducting research aimed at learning the clients’ needs and building better communication with the recipients. What is an important element of a unit’s marketing communication is its visual identity system, which the recipients use to build their opinion and their picture of the unit.

The goal of this article is an attempt to define the key rules of designing visual identity of scientific and research institutions, as well as presenting the role of … Czytaj więcej »

Downloads: 165
Pobrano: 165

Popularization of science as a marketing tool exemplified by “Paths of Copernicus” – a programme funded by the Ministry of Science and Higher Education

- Piasecki Adam

This article concerns the project Mine Surfers (2013-2014) carried out by the EMAG Institute of Innovative Technologies within a programme funded by the Ministry of Science and Higher Education. The authors present the positive marketing effects resulting from the project. In the case study, they describe the project against the backdrop of activities undertaken by other project teams. As well as the issues related to the execution of the project as such, focus was also placed on operations aiming for project promotion as well as popularising research and educational activities. Finally, the results of media monitoring with respect to the … Czytaj więcej »

Downloads: 190
Pobrano: 190

Revievers list 2014

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  • Prof. Zoran Krupka, University of Zagreb, Croatia
  • Prof. Janusz Olearnik, Wrocław University of Technology, Poland
  • Prof. Paulina Papastathopoulou, Athens University of Economics and Business, Greece
  • Prof. Grażyna Rosa, Szczecin University, Poland
  • Prof. Vatroslav Skare, University of Zagreb, Croatia
  • Prof. Alexandra Waluszewski,  Uppsala University, Sweden
  • Prof. Aneta Zelek, West Pomeranian Business School, Poland
Czytaj więcej »