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Building a Travel Influencer Brand Using Instagram Tools

Abstract

The aim of this paper is to create and present a model which suggests what and how Instagram tools should be used by a new travel influencer trademark in order to create intangible values to become a brand. The paper presents the results of research on travel influencer brands and also the results of a travel influencer trademark created by the Traveler’s Child. In addition, types of visual content are introduced in order to differentiate content posted by brands and trademark. The authors include recommendations for travel influencer trademark owners on how to process through branding stages, while using Instagram tools so that to create intangible values, which would allow a trademark to become a brand.

Open access
Use of Content Marketing Strategy Tools in the Polish Research Institutes

Abstract

In the article were described issues associated with the use by scientific institutions content marketing strategy tools. This article shows the extent to which tools of modern marketing are used in the Internet communication by scientific institutions. Currently content marketing concept is accepted not only as a fashionable trend of modern marketing but above all, it is treated as an important tool to improve enough Internet message, to effectively interest to the users. A optimal selection and use content marketing tools it provides opportunities for enhancing efficiency in the reception (acceptance) of the generated message.

Open access
Public Relations — The Tools for Unilateral Communication and Dialogue on the Internet

Abstract

The development of technology and IT tools have brought about an extraordinary acceleration of the public relations branch around the whole world. We live in the times of revolution in communication, in which one year is whole eternity. Messages, the speed of their publication, the tools are changing. The sender and the recipient, who have become used to the dynamics of the message and the fact that it is and will be distributed without spatial and temporal limitations, are changing too. Netscape browser, wp.pl, the era of Wikipedia, Facebook, dynamically developing YouTube, or Nasza Klasa, Twitter and a whole range of other tools from the scope of social media, as well as monitoring systems1 - these are just chosen stages, or as others think, milestones in the pursuit of novelty and new forms of distribution of information. It is in times like these that public relations experts have to create, send and receive messages. Back at the end of 1990’s hardly anyone expected that such changes could take place. It is also hard to predict what we will see in a few, or a dozen years. One thing is certain, namely, that changes will be taking place and will be even faster than now.

As the currently modern media already have a significant impact on voting decisions, or social transformation, the process is analysed and studied in detail. Moreover, what is subject to research is the question whether communication on the Internet should be based on mass communication, or rather on an individual approach. Private individuals make decisions based on their own needs, but companies have to analyse many factors that influence final decisions concerning the choice of tools, or the very decision concerning communication. Among these factors there are: scope, availability of tools, even the branch in which a company is active.

This article includes a presentation of chosen tools used in the process of unilateral communication with the environment, but also tools used for dialogue. Unilateral communication discussed in this article doesn’t assume a response from the recipient, apart from a possible decision to take action in form of purchase, or clicking. At the same time dialogue gives the opportunity to interact, exchange thoughts and ideas, direct assessment. Moreover, the benefits from the process of conducting dialogue online, as well as the barriers hampering the dialogue will be presented. Also, the directions of changes taking place in association with the dynamic development of online communication tools and processes will be presented.

Open access
Knowledge Management in R&D Centres, in the Field of Biomedicine, Using Contemporary Information and Communication Technology and the Methodology of Continuous Improvement

References 1. Bielecki, W.T. (2001). Informatyzacja zarządzania. Warszawa: PWE. 2. Chudzian, C., Granat, J., Klimasara, E., Sobieszek, J., Wierzbicki, A.P. (2011). Wykrywanie wiedzy w dużych zbiorach danych i przykład personalizacji inżynierii ontologicznej. Telekomunikacja i techniki informacyjne, No. 1-2. 3. Corcho, O., Fernandez-Lopez, M., Gomez-Perez, A. (2003). Methodologies tools and languages for building ontologies Where is their meeting point? Data and Knowledge Engineering, 46, p. 43. 4

Open access
Change and Innovation Leadership in an Industrial Digital Environment

Abstract

With the high pace of digital innovation processes the risk of digital disruption increases for industrial companies. However, the progress in industrial digitalization accelerates the decision processes and relieves management from routine work. It gives room for creative management challenges like change and innovation processes. Team-oriented methods like Design Thinking are becoming a crucial part of the innovation culture. Industrial leadership must find current ways that are linked to creativity and to a coordinated human interaction. The article ties together the relevant literature and innovative ideas of digital tools, agile methodology and consequences for a flexible organizational structure.

Open access
Evaluation of the Marketing Communication of Scientific Units in the Context of Cooperation with the Sector of small and Medium Enterprises in Lodz Region

Summary

An essential role in the constant overcoming of barriers as well as in the development of cooperation on the line “science-business” is played by proper marketing communication carried out by scientific units, being the party initiating the commercialization processes. The aim of the article is to evaluate selected aspects of marketing communication carried out by scientific units during cooperation with small and medium enterprises (SMEs) representing the smart specializations of the Lodz region. The article discusses the results of research carried out in the second and third quarter of 2018, based on the method of indirect communication with respondents, using a questionnaire among the representatives of companies belonging to the smart specializations of the Lodz region. The research results prove that scientific units do not use the available spectrum of marketing communication tools in cooperation with companies and do not use the language of market benefits in the description of knowledge being the subject of commercialization. The majority of respondents are convinced that the level of use of online communication tools by scientific units is low and medium, which automatically transfers into lowering its perception as innovative partners. On the other hand, in the opinion of the surveyed companies, the use of the possibilities created by the Internet Web 2.0 era by scientific units in marketing communication, can positively affect their image in the business environment.

Open access
The Consumer of University Educational Services – A Central Element of Educational Marketing

Abstract

The marketing of educational services has become both a priority and a challenge, taking into account the technological changes that have arisen from the aspect of the tools and teaching methods used, as well as from the point of view of the requirements on the market manifested by the bearers of labor demand and supply. In addition, the opening and internationalization of these services has led to an increase in competition in this area, which forces universities to attach greater importance to educational marketing activities. From the point of view of the study of the behavior of the consumer of university educational services, the approach is even more challenging as the offer of educational services presupposes the rendering of an inexpensive, unstable, perishable and extremely variable service in terms of diversity, which requires an extremely complex analysis of the variables that influence the behavior of the “consumer” student, as well as from the point of view of the purchasing decision process, as a result of the action of these factors. In this context, the present paper aims to analyze the necessity of applying specific educational marketing tools, methods and techniques, especially of university marketing, not only from the perspective of the promotional component, which has a leading role in this field, but also starting from to the analysis of the peculiarities of the behavior of the consumer of educational services as a beneficiary.

Open access
Will the use of Virtual Reality Lead to a Revolution in Marketing Communication?

Summary

A contemporary consumer is a challenge for marketing specialists. The analysis of the conducted research shows that only a well-constructed marketing message, using new technologies will be a key element of effective marketing communication. There is a growing interest in the use of virtual and augmented reality on the market.

The aim of the work is to analyze the possibilities of using innovative tools, based on virtual and augmented reality in marketing communication. The source basis of the study is available literature on the subject, secondary sources, own analyzes and research and studies carried out by foreign research institutes.

The paper presents the results of authorial research carried out in 2018 using the CAPI method, as well as self-audit of marketing activities using VR and AR based on the SERVQUAL model. The results of the study indicate limited use of VR and AR. It should also be emphasized that these results are not representative, but point to a relationship that is worth exploring on a larger research group.

Open access
Building Scientific Institution’s Brand with Online Instruments

Summary

The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.

Open access
Internet Website as a Tool of Communication in Scientific Institutions

, L.N., White, C. (2000). Public Relations Practitioners’ Perception of the World Wide Web as a Communication Tool. Public Relations Review, 26(1), 31-51. 5. Hjarvard, S. (2013). The Mediatization of Culture and Society. London - New York: Routledge Taylor & Francis Group. 6. Instytut Zachodni (2012). Badanie potrzeb wielkopolskich przedsiębiorców w zakresie współpracy ze sferą B+R. Poznań: Instytut Zachodni. 7. Kang, S., Norton, H.E. (2006). Colleges and universities’ use of the World Wide Web: A public relations tool

Open access