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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
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
Reasons of Polish young potential employees’ interest In a university as the employer vr perceiving its employees

Tools to Help in the Recruitment Process. Procedia Manufacturing , Vol. 3, pp. 653–659. 34. Voegtlin, Ch., Greenwood, M. (2016). Corporate social responsibility and human resource management: A systematic review and conceptual analysis. Human Resource Management Review , Vol. 3, pp. 181–197. 35. Willman-Iivarinen, H. (2017). The future of consumer decision making. European Journal of Futures Research , Vol. 5, pp. 14–20. 36. Writer, F. (2014). The Co-Creation Paradigm. Strategic Direction , Vol. 30, Iss. 10, pp. 7–14.

Open access
Understanding Factors influencing Consumers Online Purchase intention Via Mobile App: Perceived Ease of use, Perceived Usefulness, System Quality, information Quality, and Service Quality

Internet Economy . Retrieved June 02, 2018, from https://www.thinkwithgoogle.com/intl/en-apac/tools-research/research-studies/e-conomysea-spotlight-2017-unprecedented-growth-southeast-asia-50-billion-internet-economy/ 19. Herzenstein, M., Posavac, S. S., and Brakus, J. (2007). “Adoption of new and really new products: the effects of self-regulation systems and risk salience”, Journal of Marketing Research , Vol. 44 No. 2, pp. 251–260. 20. Heijden, H.V., Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions: Contributions from

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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
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

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