no 6/2012

December 2012

  1. Gamification and games, their potential for application in marketing strategies
    - Wrona Katarzyna
  2. Research institutes and scientific-industrial centres in the context of innovative economy in light of experiences of the Institute of Innovative Technologies EMAG
    - Keller Jerzy, Trenczek Stanisław, Wojtas Piotr
  3. Positive image of university and local government – common cause
    - Walczak Jan
  4. Model technology platform for cooperation of research centres with the business sector
    - Walasik Marzena
  5. Social campaigns concerning work safety in the context of social responsibility of business in Poland
    - Brzozowski Alfred, Szczygielska Agnieszka
  6. The significance of marketing for the development of research and development institutions
    - Miros Artur, Śmiszek–Lindert Wioleta
  7. ICT platform as a marketing tool of a scientific unit from the food-agricultural branch
    - Moskała Piotr, Radomski Paweł
  8. The application of CRM type systems in scientific marketing – prospects for effective cooperation of science and industry
    - Pietrzyk Monika, Winiarski Piotr
  9. Geoinformation as a form of promotion of scientific research
    - Nałęcz Tomasz
  10. Concept for perfecting the marketing of new technologies at Gdansk University of Technology
    - Koszałka Jerzy, Kuźniewski Damian
  11. Universities in Poland in the eyes of public opinion – current state and expectations in light of research
    - Grech Michał
  12. A concept of student relationship management in higher education
    - Drapińska Anna
  13. A university’s brand in the contemporary world
    - Dawidziuk Stanisław
  14. Crisis management via social media
    - Chwiałkowska AGnieszka

Gamification and games, their potential for application in marketing strategies

- Wrona Katarzyna

The goal of this paper is to present the functioning of one of the latest marketing trends known as gamification, the analysis of games used in gamification systems in terms of their structure and mechanisms, as well as transferring gamification and games to the area of marketing activities. Gamification is the application of the structure and mechanics of games (points, rewards, levels, challenges, trophies) to the real world, in order to boost the engagement of users, change their behaviour and solve problems of various kinds. Only by achieving a high level of user engagement can we guarantee adequate growth of … Czytaj więcej »

Downloads: 184
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Research institutes and scientific-industrial centres in the context of innovative economy in light of experiences of the Institute of Innovative Technologies EMAG

- Keller Jerzy, Trenczek Stanisław, Wojtas Piotr

The main tasks of the leading scientific centres in Poland, that is, universities, scientific institutes of the Polish Academy of Sciences and research institutes are discussed. On the example of the Institute of Innovative Technologies EMAG changes adapting its role and tasks to the market environment has been shown. In short the genesis of EMAG and its 37 years of work – at the beginning as a research and development unit, recently as a research institute – is shown. Changes in approach to statutory activities and market activities in the aspect of the act on research institutes and trends in … Czytaj więcej »

Downloads: 121
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Positive image of university and local government – common cause

- Walczak Jan

In this article the author discusses the image of a non-public university in the context of the image of the local government which functions on the territory where the university is located. The author discusses the mutual influence of both entities and the resulting benefits. In order to illustrate the subject the example has been taken of one of the richest and best-developing local governments in Poland – the Community of Polkowice – which in 2002 decided to establish its own university together with the District (poviat) of Polkowice. The university is financed to a large extent, which is probably … Czytaj więcej »

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Model technology platform for cooperation of research centres with the business sector

- Walasik Marzena

One of the ways of facilitating communication between the research and scientific sector and the business sector is to establish network forms of cooperation. Network is understood as a long-term relationship between partners connected through ventures which define the scope of their cooperation. International experience shows that network forms of cooperation are beneficial both for science and business: they intensify the processes of commercialization; level out negative phenomena on the labour market; and boost company competitiveness. Around the world the share of companies declaring that they cooperate with scientists amounts to 75-80%. In Poland the scale of cooperation between these … Czytaj więcej »

Downloads: 165
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Social campaigns concerning work safety in the context of social responsibility of business in Poland

- Brzozowski Alfred, Szczygielska Agnieszka

Social responsibility (Corporate Social Responsibility – CSR) has been defined by the European Commission as the concept of voluntary inclusion of social goals and goals associated with the protection of environment in normal company business activities and relations with all interested partners. According to the assumptions, a responsible entrepreneur treats clients, business partners and competition in an honest way, cares for the health, safety, security and good disposition of employees, motivates employees by offering them training and opportunities for development, acts like a „good citizen” in the local community, and respects natural resources and the environment. One of important elements … Czytaj więcej »

Downloads: 118
Pobrano: 118

The significance of marketing for the development of research and development institutions

- Miros Artur, Śmiszek–Lindert Wioleta

The contemporary market is subject to continuous, dynamic development and change. To a large extent, it is formed by the processes of globalization which naturally boost competition between companies, institutes and universities, forcing them to apply marketing management to their activities. The goal of such action is not only to attract attention or exist on the market, but also to facilitate commercial activity, building strong relations with clients and as a consequence, achieving success. Growth of competitiveness of services on the market has made marketing into an indicator which to a large extent determines the success or failure of both … Czytaj więcej »

Downloads: 121
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ICT platform as a marketing tool of a scientific unit from the food-agricultural branch

- Moskała Piotr, Radomski Paweł

In the age of dynamically developing market economy, research and development units are treated as companies, which offer results of scientific research projects they have conducted. Currently, the potential of marketing is very strong and offers many useful tools. Among the most popular are: publications, advertising materials, sponsored articles, participation in branch fairs and exhibitions, as well as holding conferences. Due to the rapid development of IT technologies, the significance of reaching potential clients through application of appropriate ICT tools (e.g. website, electronic databases, videoconferences, e-learning, etc.) is growing. This has special importance in scientific units from the food and … Czytaj więcej »

Downloads: 125
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The application of CRM type systems in scientific marketing – prospects for effective cooperation of science and industry

- Pietrzyk Monika, Winiarski Piotr

Scientific marketing is an area which supports cooperation between science and industry. In some countries this kind of cooperation is already quite advanced, while in others, like Poland, it has only started developing. However, a lot can be done to improve the flow of information and technology from Polish science to Polish industry and the other way round, as well as to inspire new scientific research with demand on the national and foreign market (export of services). Insufficient cooperation results above all from the lack of mutual understanding of the manner of functioning. Scientific units hardly ever have independent marketing … Czytaj więcej »

Downloads: 121
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Geoinformation as a form of promotion of scientific research

- Nałęcz Tomasz

In the contemporary world the amount of information is growing at an exponential rate. Currently, it is growing annually by 66%. This creates an ever growing problem of finding reliable information, including the results of research work. At the same time various systems facilitating search are emerging. A major part of the information generated is associated with the location and is called geoinformation. Using geoinformation is important not only in various decision-making processes, but also constitutes the basis of effective management on various levels and facilitates the process of social consultation. Nevertheless, just as in the case of other information … Czytaj więcej »

Downloads: 191
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Concept for perfecting the marketing of new technologies at Gdansk University of Technology

- Koszałka Jerzy, Kuźniewski Damian

Many contemporary universities, including those in Poland, focus primarily on their teaching and research-scientific activities, and pay little attention to the needs of economic practice and the market. There is a small group of people of science who understand and implement in practice the economic mission of universities and research and scientific units, as key providers of new ideas in the knowledge-based economy which is gaining importance day by day. Many scientists focus merely on the statutory activities of the institutions employing them, which are now generally limited to educating and scientific research. To some extent, this results from statutory … Czytaj więcej »

Downloads: 142
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Universities in Poland in the eyes of public opinion – current state and expectations in light of research

- Grech Michał

This paper presents the most important conclusions from public opinion polls and knowledge about Polish universities. The poll was conducted by direct survey in respondents’ homes. The survey was carried out on a representative sample of 1135 inhabitants of Poland at the end of 2011 and at the beginning of 2012. The survey was conducted using a specially prepared questionnaire containing mainly open questions, focusing on the knowledge and opinions of the surveyed concerning Polish universities. Due to the lack of comparable research concerning Polish universities, the survey presented here is the first attempt to empirically respond to certain scientific … Czytaj więcej »

Downloads: 143
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A concept of student relationship management in higher education

- Drapińska Anna

The paper will present a novel marketing concept for relationship management in higher education and a justification of its application based on the specific character of educational services. The definitions of relationship and relationship management in higher education will be given. The paper will highlight the key relationships that should be built by an educational institution with special emphasis placed on students as a school’s most important clients. The paper will proceed to elaborate on the concept of loyalty as the aim of building sustainable relationships with students and its specificity due to the special nature of the educational environment. … Czytaj więcej »

Downloads: 206
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A university’s brand in the contemporary world

- Dawidziuk Stanisław

A strong brand is synonymous with a company’s successful performance. At the same time it bears testimony to the high quality of the service (or product) offered by the company, be it a car maker, a food producer or a higher education institution. Brands function at subliminal levels of consumer perception. This causes the client to respond to a product or service purchase in an emotional way, often ignoring its price. The client perceives a brand as a synonym of luxury, which symbolizes a certain economic status, a key that opens the door to a given societal sphere. From the … Czytaj więcej »

Downloads: 234
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Crisis management via social media

- Chwiałkowska AGnieszka

The increasing popularity of social media gives businesses a wide spectrum of possibilities to enter into dialogue and interaction with consumers, to better understand their needs, to build durable relations with clients and to maintain brand communities. Thanks to social media, content may be transmitted with unprecedented speed when it „goes viral”. The consumer has been undergoing change too, now expecting instant answers to all his questions and doubts and more often than ever expressing complaints about a company in the media sphere of the internet. All these factors combine to give organizations new challenges to face. Overcoming these requires … Czytaj więcej »

Downloads: 241
Pobrano: 241