Evaluation of on-line marketing communication of scientific units in the context of its cooperation with companies from the Lodz region

- Sławomir Milczarek, PhD, Magdalena Grębosz-Krawczyk

Marketing communication of scientific units has gained a lot of importance at the time of the emergence and
development of the hypermedia environment, in particular the Web 2.0 era. The objective of this article is to assess
the degree of use of the website by scientific units in the context of potential cooperation with companies. The article
presents the results of research conducted in the period 09.2017–03.2018 using the method of critical analysis of
secondary sources in the form of websites of all parameterized scientific units located in the Lodz region. Research of
the content of websites of scientific units confirmed that scientific units do not use the available spectrum of
marketing communication tools in cooperation with companies and that they do not use the language of market
benefits in the description of knowledge being the subject of commercialization.

Sławomir Milczarek, PhD, Marvec Consulting, Lodz, Poland — manager with 25 years of experience in the field of trade and marketing. Accredited advisor to the Polish Agency for Enterprise Development (PARP) and the National Service Network and National Innovation Network (KSIKSU). He actively initiates cooperation between scientific entities and enterprises in the context of the implementation and acquisition of EU funds for the SME segment. He has implemented 25 innovative products and over 15 million EU funds.
ORCID 0000-0002-0352-8981

Magdalena Grębosz-Krawczyk, EngD, Professor at the Lodz University of Technology (PŁ), Faculty of Management and Production Engineering, Poland — scientific and didactic employee of Lodz University of Technology, visiting professor at ESIEE Paris. Author of over 100 scientific publications on brand management, marketing communication and international marketing. She manages international research projects financed from domestic and foreign funds (e.g. National Science Centre (NCN), The Polish National Agency for Academic Exchange (NAWA) https://nawa.gov.pl/en/, Ministry of Science and Higher Education (MNiSW), https://nawa.gov.pl/en/, Government of the French Republic).
ORCID 0000-0001-8339-2270

DOI: 10.2478/minib-2020-0010
Contact: marvec@marvec.com.pl, magdalena.grebosz@p.lodz.pl 
MINIB, 2020, Vol. 35, Issue

Tłumaczenie w j. polskim

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