no 4/2018

December 2018

  1. Determinants of student governments’ promotional activity
    - Bryk Justyna, Gębarowski Marcin
  2. The 5I formula for successful staffing of scientific and research organizations
    - Zehner II William Bradley, Zehner Jacquelyn Anne
  3. Expectations of students towards the didactic staff as factors conditioning the improvement of the university’s relational capital
    - Adamska Małgorzata
  4. Utilization of integrated marketing communication for the introduction of a new brand to the market. Case study of „Eko Patrol” of the Central Mining Institute
    - Dulewski Mateusz, Jarosławska-Sobór Sylwia
  5. Marketing orientation of scientific-research units as support for the process of commercialization of R&D results
    - Walasik Marzena
  6. Student as a beneficiary of internship programs funded by the European Union
    - Michalak Sylwia, Sojkin Bogdan
  7. Experiential marketing, interactivity and gamification – differences and similarities among the world-trends
    - Pacsi Diána, Szabó Zoltán
  8. The measurement and evaluation of PR communication
    - Jakus Dalibor
  9. Dependent Market Economies and Hierarchical Market Economies and their National Innovation Systems: the case of Poland and Mexico
    - Montalvo Romero María Teresa, Saucedo-Acosta Edgar J., Villafuerte Valdés Luis Fernando

Determinants of student governments’ promotional activity

- Bryk Justyna, Gębarowski Marcin

The subject of marketing activity of students’ governments hasn’t been present in scientific literature up till now. There have been only few publications devoted to chosen areas of functioning of students’ organizations. However, they generally skipped the promotional dimension. In association with this, the goal of this article is partially filling the existing gap by highlighting the factors which determine the effects achieved when students’ governments communicate with the environment. On the basis of own participatory observations and experiences gathered during many years of participating in the work of the student government of a Polish university, the authors have identified … Czytaj więcej »

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The 5I formula for successful staffing of scientific and research organizations

- Zehner II William Bradley, Zehner Jacquelyn Anne

Scientists and engineers create the scientific and technological knowledge to generate societal and individual wealth and related economic growth. The article explores wealth creation, worldwide research and development (R&D) expenditures, US R&D expenditures by business, government, and academic organizations and economic sectors, and profiles the US science and technology workforce including recruiting and compensation costs. The process of recruiting scientists and engineers is profiled. Many technology based companies are currently using artificial intelligence algorithms to assess applicants’ technology knowledge and select the optimal job candidate. Are there non-technical personality traits which are equally important in recruiting scientists’ and engineers performance? … Czytaj więcej »

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Expectations of students towards the didactic staff as factors conditioning the improvement of the university’s relational capital

- Adamska Małgorzata

The dynamically changing social-economic environment in which universities operate required from them in the recent years taking measures aimed at introducing significant changes in the area of conducted marketing activity. However, a typical composition of marketing instruments requires a different approach due to the specific character of the branch and the targeted client.
The purpose of this article is the identification of expectations with regard to the implementation of educational services, as well as the role and influence of didactic personnel on the processes of building a university’s image. The identified expectations may have a major impact on the future … Czytaj więcej »

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Utilization of integrated marketing communication for the introduction of a new brand to the market. Case study of „Eko Patrol” of the Central Mining Institute

- Dulewski Mateusz, Jarosławska-Sobór Sylwia

The concept of integrated marketing communication (IMC) combines diverse marketing tools for the purpose of securing transparency, coherence and maximization of the impact of communication. This, by assumption, bilateral, controlled flow of information between an organization and its partners makes it possible to build a coherent context of the conveyed messages, which influences the image and efficient positioning of the brand. The choice of appropriate IMC tools depends not just on the group of target recipients, but it also varies in different stages of the life cycle of product, or service.
In the article the experiences of the Central Mining … Czytaj więcej »

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Marketing orientation of scientific-research units as support for the process of commercialization of R&D results

- Walasik Marzena

The market of R&D services formed as a result of social-economic transformation puts scientific-research units in the situation of companies from the service sector and consistently forces these entities to assume a marketing approach. New solutions and possibilities of using the achievements of marketing for the R&D sphere are sought after. One of such elements which have an impact on the growth of efficiency of the commercialization of the results of scientific-research works is the introduction of marketing orientation. The application of this orientation in scientific-research units contributes to building relations between science and business, leading to the transfer of … Czytaj więcej »

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Student as a beneficiary of internship programs funded by the European Union

- Michalak Sylwia, Sojkin Bogdan

Requirements for university graduates defined by employers in times of dynamic changes and challenges of the market, the need to adapt the knowledge, skills and competences of students and graduates to the needs of companies constitute new challenges for universities in the area of cooperation with business.
The student is becoming more and more often the beneficiary of internship projects financed from various sources, not just with companies’ own funds, but also supported with funds from the European Union. The article presents the perspective of the student as a direct beneficiary of internship projects carried out by universities and employers … Czytaj więcej »

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Experiential marketing, interactivity and gamification – differences and similarities among the world-trends

- Pacsi Diána, Szabó Zoltán

Experimental, also known as experience marketing, interactivity, gamification. Theese three terms became very popular in the past years, by 2018, they set up the the main guidelines of marketing trends but the terms are not all novel. The philosophers, psychologists, sociologist and marketing specialists have been dealing with the impacts of experiences and reactions on human nature.
This study is going to try to explore the relationship and relationships between the three terms more deeply.
Before the final conclusions were drawn, three things had to be studied: what is experience, what interactivity means and what is the meaning of gamification. … Czytaj więcej »

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The measurement and evaluation of PR communication

- Jakus Dalibor

The purpose of this paper is to reflect on the importance of evaluation and measurement as a vital field of public relations campaigns. The author gives an insight into the existing literature relevant to the measurement approaches and evaluation of Public Relations programs. This paper also presents the advantages and disadvantages of three different models of measurement and evaluation of PR communication – AVEs, Barcelona Principles and AMEC’s (2015) new Integrated Evaluation framework. The author suggest that measurement and evaluation programs must be part of communication strategy but also it has to have a model, matrix or guideline for analysing … Czytaj więcej »

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Dependent Market Economies and Hierarchical Market Economies and their National Innovation Systems: the case of Poland and Mexico

- Montalvo Romero María Teresa, Saucedo-Acosta Edgar J., Villafuerte Valdés Luis Fernando

The National Innovation System drives the creation of new knowledge and economic growth. The effects of innovation on Market Dependent Economies and Hierarchical Market Economies have been studied in isolation. However, no one has conducted a comparative study between these types of economies that allows us to know which type of economy generates the best conditions for innovation. The aim of the paper is to compare a country of the Dependent Market Economies (Poland) with another country of the Hierarchical Market Economies (Mexico) in relation to their National Innovation Systems. To do that, we will carry out a comparative study … Czytaj więcej »

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