ICT platform as a marketing tool of a scientific unit from the food-agricultural branch
Journal Title: Prace Instytutu Lotnictwa - Year 2012, Vol 227, Issue 6
Abstract
In the age of dynamically developing market economy research and development units are treated as a kind of companies, which offer results of carried out scientific research projects. Currently, the potential of marketing is very strong and it offers many useful tools. Among the most popular ones are: publications, advertising materials, sponsored articles, participation in branch fairs and exhibitions, as well as holding conferences. Due to the rapid development of IT technologies the significance of reaching potential clients through application of appropriate ICT tools (eg. website, electronic databases, video-conferences, e-learning, etc.) is growing. This has special importance in scientific units from the food and agricultural branch, which due to the characteristics of their research are located in a marketing niche. Promotion is one of instruments of the so-called marketing mix, which should be visible in the practical activities of scientific units. However, economic reality draws the attention of managers of R&D entities to other areas. This is shown by, among others, the results of research published in the work titled Promocja nauki. Poradnik dobrych praktyk (2007) lead to the following conclusions:• Polish scientific institutions don’t inform the environment about the conducted works and don’t sufficiently promote their achievements,• there is no uniform and synchronized system that could allow gathering knowledge concerning research conducted at R&D units,• there are no nation-wide databases and information sources about projects and research.
Authors and Affiliations
Paweł Radomski, Piotr Moskała
Keywords
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