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

- Paweł Radomski, Ph.D., Piotr Moskała, Ph.D.

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 agricultural branch, which due to the characteristics of their research are located in a marketing niche. Promotion is one of instruments of the marketing mix, which should be visible in the practical activities of scientific units. However, economic reality draws the attention of managers of R&D entities to other areas. This is shown by, among others, the results of research published in the work titled Promocja nauki. Poradnik dobrych praktyk (Promotion of science. Guidebook of good practice), which lead to the following conclusions:
• Polish scientific institutions fail to inform the environment about their works and do not
sufficiently promote their achievements,
• there is no uniform and synchronized system that could allow gathering knowledge concerning
research conducted at R&D units,
• there are no nationwide databases and information sources about projects and research.

Paweł Radomski, Ph.D. – is an employee of the National Research Institute of Animal Production in Kraków. For 6 years he has been dealing with the issue of propagating scientific research, promotion of science, raising funds from the European Union and raising national funds. He is the author of articles concerning the subjects of popularization of research, and cooperation of science with practice. The author’s main interests are associated with the commercialization of scientific research and the marketing of science.

Piotr Moskała, Ph.D. – is an employee of the National Research Institute of Animal Production in Kraków. For 5 years he has been dealing with the issue of propagating scientific research, promotion of science and obtaining both EU and national funds. He is the author of articles concerning the subject of popularizing research, cooperation of science and practice. The author’s main interests are issues associated with the commercialization of scientific research and marketing of science.

Available in Open Access
Article published in Transactions of the Institute of Aviation No 227/2012
 
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