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Interest in the subject of this article arose in connection with searching for the causes of this innovativeness of the Polish economy compared to other EU countries. It was also accompanied by the desire to find possible solutions to this situation, discovering various methods of increasing the level of innovativeness in Poland.

We are assuming that the level of innovativeness is affected by social awareness in the field of innovativeness. The basic, root cause of this state of innovativeness of the country is the level of awareness of innovation. An innovative economy cannot be built in an uninnovative environment.

An attempt has been made in this paper to answer the following three questions:

• How can the concepts of innovativeness and innovativeness awareness be defined, and why should they be discussed?

• What role can higher education institutions play in shaping innovativeness awareness in society

• What marketing actions of a higher education establishment can contribute to this role being fulfilled?