no 5/2012

September 2012

  1. Cooperation of scientific centres and companies on implementation of research results
    - Trzmielak Dariusz
  2. Content marketing as an important element of marketing strategy of scientific institutions
    - Świeczak Witold
  3. Determinants in the marketing of a research and scientific institution
    - Jasiczak Jakub, Sojkin Bogdan
  4. International orientation in the strategy of scientific and research institutions
    - Pluta-Olearnik Mirosława
  5. Virtual press office as an efficient tool for scientific communication
    - Osica Natalia
  6. Event marketing as one of the forms of marketing innovation in scientific and research institutions
    - Olejniczak Aneta
  7. Financing marketing with EU funds
    - Matulewicz Jaromir
  8. Why is it worth to become an engineer – promotional activities of scientific and research institutions and commercial entities
    - Marczyńska Bogumiła
  9. Educational fairs as a form of promotion of higher education institutions
    - Gębarowski Marcin
  10. Google AdWords advertising in higher education marketing
    - Dawidziuk Radosław
  11. Image development in the Internet – opportunities and threats
    - Chmielewski Zbigniew, Ochmański Hubert, Tworzydło Dariusz
  12. Building an image of a higher education institution as an instrument of mega marketing
    - Białoń Lidia
  13. The role of personal marketing in forming the image of a science organization
    - Baruk Agnieszka Izabela
  14. International marketing communication – cultural context
    - Hirsch Dominika

Cooperation of scientific centres and companies on implementation of research results

- Trzmielak Dariusz

Products introduced to the market by companies in the 21st century can be called the „R&D generation”. Research, development of technology and products are an element of competitive edge and building the competences of companies. Stronger interest in R&D products supports strategies focused on relation marketing. However, introducing R&D technologies and products by a company requires high spending on research and scientific infrastructure and building specialist competences in a particular area of science and research. One of the options for companies may be to start cooperation with research and scientific organizations in order to jointly conduct research works or use … Czytaj więcej »

Downloads: 171
Pobrano: 171

Content marketing as an important element of marketing strategy of scientific institutions

- Świeczak Witold

What is content marketing? In general, content marketing is a marketing technique which involves creating and spreading contents valuable from the point of view of recipients of the content, aimed at drawing attention and thus engaging a community gathered around a particular target group. Content is what users want to read, learn about, watch or experience. From the perspective of business, content is important information presented on a website, in an application or by means of other available channels of digital presentation, which have the mission of communicating. Nowadays content marketing is not just a desirable thing, it’s a must-have. … Czytaj więcej »

Downloads: 151
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Determinants in the marketing of a research and scientific institution

- Jasiczak Jakub, Sojkin Bogdan

Nowadays, the fact that a participant of any product market conducts marketing activities comes as no surprise. In fact it’s surprising only if a participant doesn’t use any tools from the rich array of marketing instruments. However, what is very important and requires great knowledge and experience from a market participant is the preparation of a set of market values defining clearly the goals of his activities on the market. These values should be accompanied by a properly matched company strategy (including marketing strategy) allowing the achievement of these values, as well as implementation of the strategy appropriate for the … Czytaj więcej »

Downloads: 177
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International orientation in the strategy of scientific and research institutions

- Pluta-Olearnik Mirosława

The subject of the article is associated with the issue of management of organizations in a changing, dynamic environment. Formulating strategy of development of these organizations requires from the managers setting and achieving such goals of functioning on a competitive market which involve longer, at least medium perspective and present new possibilities for the development of their organizations. Thus, the goal of this article is to draw attention to the chances for development of organizations, which result from adopting the option of making the strategy of action international in character. The very process of internationalization of an organization can be … Czytaj więcej »

Downloads: 166
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Virtual press office as an efficient tool for scientific communication

- Osica Natalia

The main goal of the following article is to motivate Polish research units to take journalists into consideration in their external activities – journalists are one of the key groups of recipients guaranteeing prestige and reaching various addressees. The author of this article thinks that one of the basic ways of helping to achieve this goal is to take advantage of the website of an institution and publish there contents addressed to the media (beginning with contact data for journalists). The author would like to encourage representatives of research and scientific organizations to analyse the websites of their institutions and … Czytaj więcej »

Downloads: 178
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Event marketing as one of the forms of marketing innovation in scientific and research institutions

- Olejniczak Aneta

Far-reaching changes taking place in Poland over the recent years, a time of strong competition and tough market rules in all branches forces companies to resort to more effective marketing management. The imposed pace and the skill of adapting to new situations are becoming a real challenge. A company which wants to strengthen or maintain its position on the market has to constantly adapt to the needs and requirements of consumers and to the changing situation on the market. Scientific and research institutions are trying to find their place in the market economy. Many of them manage to achieve high … Czytaj więcej »

Downloads: 132
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Financing marketing with EU funds

- Matulewicz Jaromir

The goal of this article is to present on the basis of selected examples the possibilities of financing marketing activities of scientific and research institutions with funds from EU programmes. In 2013 the current period of programming of European Union funds (2007-2013) ends. This means that the volume of assets and directions of financing for the years 2014-2020 should already be known. It is worth taking a look at what opportunities have the European funds provided by now for the marketing activities of scientific institutions. Another interesting issue are statistics concerning the participation of Polish institutions: number of projects and … Czytaj więcej »

Downloads: 221
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Why is it worth to become an engineer – promotional activities of scientific and research institutions and commercial entities

- Marczyńska Bogumiła

For a few years we have observed growing demand for people with technical and scientific education on the European labour markets. There has been a similar trend in Poland and for this reason more and more institutions decide to support campaigns encouraging young people to study exact sciences. In 1990 in Poland there were 400,000 students, ten years later already 1.5 million people were studying at universities. In 2002 the most popular areas of study were: management and marketing, pedagogy, economics, administration, law, finances and banking, political sciences and social sciences. Ten years ago every seventh student studied marketing and … Czytaj więcej »

Downloads: 121
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Educational fairs as a form of promotion of higher education institutions

- Gębarowski Marcin

The upcoming decline in birth rates combined with increasing numbers of high school leavers deciding to study abroad force Polish universities to engage in intense marketing activities. Educational fairs are one of the instruments allowing for effective communication with future students. However, in order to take full advantage of the participation in educational fairs, universities need to be well prepared by applying the rules of exhibition marketing and taking into account the specific character of educationoriented exhibition events. The main goal of this paper is to identify the characteristic features of educational fairs. A good understanding of the character of … Czytaj więcej »

Downloads: 173
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Google AdWords advertising in higher education marketing

- Dawidziuk Radosław

Technological advancement has caused us to take for granted the changes that only a dozen or so years ago seemed truly revolutionary. Ways of seeking business partners, products and services or even searching for opinion in the purely social dimension have all undergone a profound transformation. Practically anyone looking for, say, a toy for their child or a new stationery supplier for their business first sits in front of a computer. The very first action is to use Google or any other search engine. Thanks to computer technology we now have a range of possibilities at our disposal to find … Czytaj więcej »

Downloads: 188
Pobrano: 188

Image development in the Internet – opportunities and threats

- Chmielewski Zbigniew, Ochmański Hubert, Tworzydło Dariusz

The paper discusses issues related to communication via the Internet in the process of building an organization’s image. The authors focus on the preparatory actions and strategic decisions that need to be taken so that long-term communication with Internet users could lead to expected results. The authors also point out to possibilities and ways of using the available tools and present in the selected case studies successful image-enhancing actions. When on 1 January 1983 a decision was taken to merge the ARPAnet and CSNET, giving rise to the Internet, hardy anyone realised the world was about to change beyond recognition. … Czytaj więcej »

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Building an image of a higher education institution as an instrument of mega marketing

- Białoń Lidia

The image of a higher education institution is regarded by the author as a fundamental factor of competitive advantage in the modern education marketplace. A specific character of the modern education market is shaped by a range of rather negative for higher education trends, including first of all the declining birth rates and high unemployment among university graduates with employers seemingly less and less interested in offering jobs to them. This situation poses a real threat to the existence and development of higher education, particularly for private universities. Also, it forces universities to seek competitive advantage in the education market. … Czytaj więcej »

Downloads: 158
Pobrano: 158

The role of personal marketing in forming the image of a science organization

- Baruk Agnieszka Izabela

The paper aims to define the role of personal marketing activities in forming the image of a science organization. Based on the critical-cognitive analysis of literature on marketing and management, the paper discusses different interpretations of image and definitions of image related concepts of identity, personality, reputation and brand in the context of science organizations. The work subsequently presents a classification of sub-images of a science organization as an employer, stressing the occurrence of image discrepancy caused by different perceptions of an organization by particular segments of the the personal proposition recipients. The theoretical deliberations are complemented by an analysis … Czytaj więcej »

Downloads: 219
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International marketing communication – cultural context

- Hirsch Dominika

Every year thousands of products and services are introduced to foreign markets. Countless marketing actions with an international reach are taken. Up to 85% of these actions fail, in most cases due to misunderstandings with an intercultural background. The illusion of a world without boundaries made many companies and organizations disregard the role of intercultural differences in course of their international actions. As a result, the achieved results are in many cases far from expectations. These experiences have shown that taking all sorts of commercial actions (and not only) with an international reach, it is necessary to pay particular attention … Czytaj więcej »

Downloads: 204
Pobrano: 204