MARKETING INSTYTUCJI NAUKOWYCH I BADAWCZYCH,
eISSN 2353-8414, 2018, Vol. 30, Issue 4
Table of content:
- Determinants of student governments’ promotional activity
Bryk Justyna, Gębarowski Marcin,
- The 5I formula for successful staffing of scientific and research organizations
Zehner II William Bradley, Zehner Jacquelyn Anne,
- Expectations of students towards the didactic staff as factors conditioning the improvement of the university’s relational capital
- Utilization of integrated marketing communication for the introduction of a new brand to the market. Case study of „Eko Patrol” of the Central Mining Institute
Dulewski Mateusz, Jarosławska-Sobór Sylwia,
- Marketing orientation of scientific-research units as support for the process of commercialization of R&D results
- Student as a beneficiary of internship programs funded by the European Union
Michalak Sylwia, Sojkin Bogdan,
- Experiential marketing, interactivity and gamification – differences and similarities among the world-trends
Pacsi Diána, Szabó Zoltán,
- The measurement and evaluation of PR communication
- Dependent Market Economies and Hierarchical Market Economies and their National Innovation Systems: the case of Poland and Mexico
Montalvo Romero María Teresa, Saucedo-Acosta Edgar J., Villafuerte Valdés Luis Fernando,
mgr Justyna Bryk, dr hab. Marcin Gębarowski
The subject of marketing activity of students’ governments hasn’t been present in scientific literature up till now. There have been only few publications devoted to chosen areas of functioning of students’ organizations. However, they generally skipped the promotional dimension. In association with this, the goal of this article is partially filling the existing gap by highlighting the factors which determine the effects achieved when students’ governments communicate with the environment. On the basis of own participatory observations and experiences gathered during many years of participating in the work of the student government of a Polish university, the authors have identified three main determinants of efficient marketing communication of students’ governments. Among these three factors there are: the attitude and engagement of students, the choice of contents and promotion tools (forming the system of communicating with the environment), the available financial resources. Each of the three mentioned elements has been presented in detail. Among others, the typology of people engaged in promotional activity of students’ organizations has been presented. Also, the contents that should be conveyed to diversified groups in the environment of students’ governments have been defined. Taking into consideration the fact that this paper is the first work of its kind devoted to the promotional activity of students’ governments, it serves as an introduction to the subject areas and may constitute a basis for deeper exploration of the subject in future theoretical and research works.
prof. William Bradley “Brad” Zehner II, Jacquelyn Anne Zehner
Scientists and engineers create the scientific and technological knowledge to generate societal and individual wealth and related economic growth. The article explores wealth creation, worldwide research and development (R&D) expenditures, US R&D expenditures by business, government, and academic organizations and economic sectors, and profiles the US science and technology workforce including recruiting and compensation costs. The process of recruiting scientists and engineers is profiled. Many technology based companies are currently using artificial intelligence algorithms to assess applicants’ technology knowledge and select the optimal job candidate. Are there non-technical personality traits which are equally important in recruiting scientists’ and engineers performance? What non-technical personality traits should a research and scientific organization assess to decide among position candidates? Five non-technical character traits to evaluate candidates in hiring decisions are intelligence, imagination, initiative, interpersonal skills, and integrity are explored. Specific questions to ask candidates are suggested to investigate each trait.
Expectations of students towards the didactic staff as factors conditioning the improvement of the university’s relational capital
dr inż. Małgorzata Adamska
The dynamically changing social-economic environment in which universities operate required from them in the recent years taking measures aimed at introducing significant changes in the area of conducted marketing activity. However, a typical composition of marketing instruments requires a different approach due to the specific character of the branch and the targeted client.
The purpose of this article is the identification of expectations with regard to the implementation of educational services, as well as the role and influence of didactic personnel on the processes of building a university’s image. The identified expectations may have a major impact on the future personnel policy of university authorities, also in the context of “Constitution for Science” and new proposals which are supposed to elevate the role and significance of the didactic personnel.
On the basis of a survey conducted among the students of a public university, the author of the article draws important conclusions concerning the student-lecturer relationship, which reflecting the respondents’ opinions constitute a basis for proposing solutions aimed at supporting the didactic personnel in their effort to bring perfection to the processes of education and cooperation with students.
Utilization of integrated marketing communication for the introduction of a new brand to the market. Case study of „Eko Patrol” of the Central Mining Institute
dr Sylwia Jarosławska-Sobór, mgr Mateusz Dulewski
The concept of integrated marketing communication (IMC) combines diverse marketing tools for the purpose of securing transparency, coherence and maximization of the impact of communication. This, by assumption, bilateral, controlled flow of information between an organization and its partners makes it possible to build a coherent context of the conveyed messages, which influences the image and efficient positioning of the brand. The choice of appropriate IMC tools depends not just on the group of target recipients, but it also varies in different stages of the life cycle of product, or service.
In the article the experiences of the Central Mining Institute gathered in course of the introduction of a completely new service – Eko Patrol Głównego Instytutu Górnictwa – to the Polish market are presented. Eko Patrol GIG is a new, original solution in the field of measurement and monitoring of the quality of air introduced in response to the needs voiced by the social side and territorial administration units. A mobile laboratory enables measuring the quality of air in the area of ambient concentration and emission of pollutants. The basic goal of IMC in this case was not just a market offer, but above all the creation of a distinguishing visual identification and brand recognizability. The article describes a full scope of applied tools and the achieved marketing effects.
Marketing orientation of scientific-research units as support for the process of commercialization of R&D results
dr Marzena Walasik
The market of R&D services formed as a result of social-economic transformation puts scientific-research units in the situation of companies from the service sector and consistently forces these entities to assume a marketing approach. New solutions and possibilities of using the achievements of marketing for the R&D sphere are sought after. One of such elements which have an impact on the growth of efficiency of the commercialization of the results of scientific-research works is the introduction of marketing orientation. The application of this orientation in scientific-research units contributes to building relations between science and business, leading to the transfer of knowledge to the economy. Appropriate implementation of marketing orientation for a scientific-research unit means on the one hand support for dissemination of information about its research-implementation and application works and on the other hand making potential entrepreneurs realize the profits they can get from the implementation of particular effects of R&D works.
The goal of the article was highlighting the methods of implementation of marketing orientation in a scientific-research unit thanks to the application of defined hybrid and dedicated models, depending on the model of the instrument set within the concept of marketing-mix 4P. Their application contributes to the growth of chances for successful commercialization of the results of R&D works.
prof. zw. dr hab. Bogdan Sojkin, dr Sylwia Michalak
Requirements for university graduates defined by employers in times of dynamic changes and challenges of the market, the need to adapt the knowledge, skills and competences of students and graduates to the needs of companies constitute new challenges for universities in the area of cooperation with business.
The student is becoming more and more often the beneficiary of internship projects financed from various sources, not just with companies’ own funds, but also supported with funds from the European Union. The article presents the perspective of the student as a direct beneficiary of internship projects carried out by universities and employers and attempts to create a recommendation for entities carrying out internship projects aimed at achieving high levels of satisfaction among all project participants.
Experiential marketing, interactivity and gamification – differences and similarities among the world-trends
mgr Diána Pacsi, dr Zoltan Szabo
Experimental, also known as experience marketing, interactivity, gamification. Theese three terms became very popular in the past years, by 2018, they set up the the main guidelines of marketing trends but the terms are not all novel. The philosophers, psychologists, sociologist and marketing specialists have been dealing with the impacts of experiences and reactions on human nature.
This study is going to try to explore the relationship and relationships between the three terms more deeply.
Before the final conclusions were drawn, three things had to be studied: what is experience, what interactivity means and what is the meaning of gamification. At the end of the article, a comprehensive picture the 3 main phenomenon emerges. The aforementioned terms often collapse, therefore sometimes it is hard to draw the real reports from the many literatures. To find out the answer, psychology had been called for help, which provided a precise point of reference for information processing.
mgr Dalibor Jakus
The purpose of this paper is to reflect on the importance of evaluation and measurement as a vital field of public relations campaigns. The author gives an insight into the existing literature relevant to the measurement approaches and evaluation of Public Relations programs. This paper also presents the advantages and disadvantages of three different models of measurement and evaluation of PR communication – AVEs, Barcelona Principles and AMEC’s (2015) new Integrated Evaluation framework. The author suggest that measurement and evaluation programs must be part of communication strategy but also it has to have a model, matrix or guideline for analysing and measuring PR effectiveness within an organisation and the targeted audience it is aiming to reach.
Dependent Market Economies and Hierarchical Market Economies and their National Innovation Systems: the case of Poland and Mexico
prof. Edgar J. Saucedo-Acosta, prof. María Teresa Montalvo Romero, prof. Luis Fernando Villafuerte Valdés
The National Innovation System drives the creation of new knowledge and economic growth. The effects of innovation on Market Dependent Economies and Hierarchical Market Economies have been studied in isolation. However, no one has conducted a comparative study between these types of economies that allows us to know which type of economy generates the best conditions for innovation. The aim of the paper is to compare a country of the Dependent Market Economies (Poland) with another country of the Hierarchical Market Economies (Mexico) in relation to their National Innovation Systems. To do that, we will carry out a comparative study with indicators that are related to the concept of the National Innovation Systems: elements, relationships and products. The results show that Poland has a more developed National Innovation System than Mexico, due to the fact that several indicators of the European country are higher than those of the Latin American one.