<abstract xmlns="http://www.w3.org/1999/xhtml"><p> Universities and research institutes more and more often resort to promotion tools up till now used mainly in business. Omnipresent market competition has reached also the area of science, where more and more often the fight for students and money for scientific research takes place. Competition among science institutions is additionally stimulated by demographic factors - the gradual aging of the European society. As data from the Central Statistical Office show, the number of peopled aged 19-24 in Poland will drop from 2,817,000 in 2015 to 2,135,000 in 2025. The reduction of the number of young people will substantially boost competition between universities. Their success, similarly as success in business will depend to an ever greater extent on the quality of conducted marketing activities. Education and research have become a product which, just like any other product, has to "fight" for the client.</p></abstract>

Universities and research institutes more and more often resort to promotion tools up till now used mainly in business. Omnipresent market competition has reached also the area of science, where more and more often the fight for students and money for scientific research takes place. Competition among science institutions is additionally stimulated by demographic factors - the gradual aging of the European society. As data from the Central Statistical Office show, the number of peopled aged 19-24 in Poland will drop from 2,817,000 in 2015 to 2,135,000 in 2025. The reduction of the number of young people will substantially boost competition between universities. Their success, similarly as success in business will depend to an ever greater extent on the quality of conducted marketing activities. Education and research have become a product which, just like any other product, has to "fight" for the client.

How to Effectively Promote Universities and Research Institutes in the Network? Psychological Mechanisms of E-Marketing Effectiveness

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Universities and research institutes more and more often resort to promotion tools up till now used mainly in business. Omnipresent market competition has...

How to Effectively Promote Universities and Research Institutes in the Network? Psychological Mechanisms of E-Marketing Effectiveness

Published Online: May 30, 2017

Page range: 67 - 90

DOI: https://doi.org/10.14611/minib.16.02.2015.07

Keywords
research institute, university, promotion, psychology, e-marketing, internet, social media

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

How to Effectively Promote Universities and Research Institutes in the Network? Psychological Mechanisms of E-Marketing Effectiveness

Published Online: May 30, 2017

Page range: 67 - 90

DOI: https://doi.org/10.14611/minib.16.02.2015.07

Keywordsresearch institute, university, promotion, psychology, e-marketing, internet, social media

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Keywords
research institute, university, promotion, psychology, e-marketing, internet, social media