Concept for perfecting the marketing of new technologies at Gdańsk Univerity of Technology
Journal Title: Prace Instytutu Lotnictwa - Year 2012, Vol 227, Issue 6
Abstract
Many contemporary universities, also in Poland, focus mainly on their didactic and research-scientific activities and don’t pay much attention to the needs of economic practice and the market. There is a small group of people of science who understand and in practice implement the economic mission of univer-sities and research and scientific units, as key providers of new ideas in economy based on knowledge which is gaining more and more importance. Many scientists focus merely on the statutory activities of the institutions employing them, which now generally are limited to educating and scientific research. This to some extent results from statutory requirements ordering education and scientific research, promoted by the binding criteria of parametric assessment of scientific and research units. To some extent this is also the effect of convenience and lack of will to go beyond the well-known areas and modes of activity, typical of a substantial proportion of the scientific and didactic staff. Little interest in economic practice in many university circles may also in many cases be the effect of lack of sufficient knowledge about its needs and the inability to recognize them. This could suggest that people of science are not open to changes in their environment and that they are focused too much on their own areas of activity. One of the reasons for this state of affairs is limited knowledge of the people of science and mangers of science about the role and possibilities of contemporary marketing. In common understanding, marketing is associated with promotion and advertising. People who deal with economic practice, including scientists, regard marketing as an equivalent of advertising and promotion and they regard promotion as an art of manipulating recipients, which is not what fits into the scope of activities of an honest engineer, economic expert or scientist. This way many of them avoid the duty of proper understanding of the essence of marketing and the need to try to find out how marketing could be used to take advantage of the results of their scientific and research works. This issue is the leading plot of this article.
Authors and Affiliations
Jerzy Koszałka, Damian Kuźniewski
Keywords
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