Evaluation of on-Line Marketing Communication of Scientific Units in the Context of Its Cooperation with Companies from the Lodz Region

Milczarek Sławomir () and Grębosz-Krawczyk Magdalena ()
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Milczarek Sławomir: MarVec Consulting, Poland
Grębosz-Krawczyk Magdalena: Lodz University of Technology, Faculty of Management and Production Engineering, Poland

Marketing of Scientific and Research Organizations, 2020, vol. 35, issue 1, 73-92

Abstract: Marketing communication of scientific units has gained a lot of importance at the time of the emergence and development of the hypermedia environment, in particular the Web 2.0 era. The objective of this article is to assess the degree of use of the website by scientific units in the context of potential cooperation with companies. The article presents the results of research conducted in the period 09.2017–03.2018 using the method of critical analysis of secondary sources in the form of websites of all parameterized scientific units located in the Lodz region. Research of the content of websites of scientific units confirmed that scientific units do not use the available spectrum of marketing communication tools in cooperation with companies and that they do not use the language of market benefits in the description of knowledge being the subject of commercialization.

Keywords: online marketing communication; cooperation; scientific unit; R&D (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:35:y:2020:i:1:p:73-92:n:4

DOI: 10.2478/minib-2020-0010

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