Putting science on the public agenda

The link between science and society is inevitable and becoming ever more important. Science is a relevant media content, but it needs to provide an interesting story in an attractive field. The question arises of how to get to the story and how to capture the momentum so that the audience or non-experts will understand the advantages, change their behaviour, and create a positive attitude to science.

Being a communication expert, I explored the relationships between society, the media (journalists) and science (scientists). I examined different contexts that are typical of each group and what is the potential to make … Czytaj więcej »

Marketing management of a non-public university

2005 was the peak year for the university sector.Nearly 2 million students attended Polish universities, and the favourable trend has continued uninterrupted for 15 years.Such a high demand for knowledge also resulted in a strong growth in the number of universities.However, since 2006 the number of students has begun to fall, and taking into account the demographic data it should be assumed that this trend will continue in the years to come.

Research conducted for the Ministry of Science and Higher Education indicates that the methods of university management in Poland are outdated in comparison with global solutions.This is because … Czytaj więcej »

Visual identification and its role in shaping brand awareness and marketing communication

Every scientific and research institution can be treated as a provider of services carrying out research and development projects or running educational activities and as such is subject to the same mechanisms of market competition as a „model” company. An institution of this kind can create a recognizable brand and can convince its clients that they are buying something exceptional. Strong brands excel on a crowded market, they help consumers choose from a whole spectrum of options and emphasize the essential value of the service – by raising trust they provide clients with what they expect. In the process of … Czytaj więcej »

Informational foundations for marketing decisions in the process of product commercialization

The process of product commercialization in the contemporary economy is usually associated with introducing innovations to the market and securing growth of sales of the new product, however, on the market this is usually a strategic view of the innovation’s position in the portfolio of products and taking advantage of its current and future potential for satisfying the needs and expectations of consumers on a competitive market, taking into consideration its character, external conditions and internal conditions of introduction, the choice of flexible market solutions and constant development of the innovation. In practice this imposes on companies, also on research … Czytaj więcej »

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

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 »

Google AdWords advertising in higher education marketing

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 »

Crisis management via social media

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 »

Innovation as the object of market exchange

The article discusses the problem of the characteristics of innovation as products that the world increasingly also in Poland, are the object of market exchange. They differ substantially from the products offered by the production and service companies in the markets of consumer goods, also ready-made industrial goods. The key differences are due to the fact, that innovation can be a product — market traded object already as an idea and concept, or as a solution in different phases of development and growth. This will involve a high degree of uncertainty as to all aspects of the pro-innovation project in … Czytaj więcej »