<abstract xmlns="http://www.w3.org/1999/xhtml">At the turn of the 20th and 21st centuries, new paradigms emerged regarding the value creation in management and marketing in organizations. They causes also redefining the role of universities as a service organization and participants in the process of higher education (including especially students, lecturers, management). In this context, the current and important research problem appears to be the impact of new generations of students, exhibiting different attitudes and purchasing behaviors from on the image of a modern university. A particular challenge for the higher education organization is therefore the problem not only of creating and delivering the expected value as part of the education service, but the issue of shaping positive educational experiences with the active participation of actors in the entire education cycle.The aim of the article is to identify the attitudes and behavior of the young generation of students at Polish universities and to diagnose their potential in the process of co-creating the value of an educational service. By adopting the paradigm of co-creating a service based on variables such as co-production, relationships and experience, we can determine the possibilities of formulating the strategy and image of Polish universities. In particular we focus on chances of implementing the co-creating concept of an educational service at a higher level from a student's perspective. The article reviews secondary research based on foreign and polish literature and — on this basis — indicates different behavioral students styles and their readiness to participate in co-creating the educational service at the university. The diagnosis and final conclusions refer to the results of studies carried out in 2017 at selected polish economic universities, in the field of management, and published by Polish researchers in reputable scientific journals and books.</abstract>

New Generations of Students from the Perspective of Value Co-Creation at University

<abstract xmlns="http://www.w3.org/1999/xhtml">The aim of the article is to present the issue of Marketing Automation (MA, automation of marketing) and the possibilities of its use in the operational activity of research and scientific entities. MA is a modern, advanced technological solution aimed at improving marketing processes and wider use of data on the market and customers. In recent years it has been one of the most important trends in modern marketing, at the same time posing a real challenge for organizations operating in the field of science and research. The article discusses the experience of the Central Mining Institute, related to the implementation of solutions such as Marketing Automation, treated here as a case study.</abstract>

Automation Marketing in Research Unit — Real Value or Effectiveness Fantasy

<abstract xmlns="http://www.w3.org/1999/xhtml">Research and development institutions have a wide range of competences in their fields of scientific and technical activity. They also often have some unique capabilities to do research and development (R&amp;D). However, these possibilities are often known only to a small group of industry specialists and few parliamentary representatives. There is also a lack of information about research capabilities of R&amp;D institutes in industry, especially among small and medium enterprises.The aim of the article is to present the concept of a multidisciplinary research project aimed at testing by a scientific research institution the possibility of using social media and modern techniques of visualization and computer simulation in aircraft reconstruction engineering. The authors propose to try the approach of marketing campaign capabilities of research and development institutions in a way similar to the action of raising funds for some purpose, but unlike this type of action, the campaign should be aimed at increasing technical awareness of the society. As part of the pilot program, the authors propose a virtual reconstruction of the construction of the Polish PZL P-50 Jastrząb fighter plane whose two prototypes were created before the outbreak of World War II. On the basis of analyses, calculations and computer simulations, in the second phase it is proposed to make a preliminary design of the aircraft with performance similar to the PZL P-50 on the basis of modern knowledge and the latest technologies available in aviation technology. One of the ways to encourage people to undertake creative work, including the restoration of historical objects, will allow them to gain valuable employment possibilities in R&amp;D institute [<xref ref-type="bibr" rid="j_minib-2019-0051_ref_019_w2aab3b7b3b1b6b1ab1ac19Aa">19</xref>].The combination of marketing techniques, using the power of social media, with the strictly engineering challenges of recreating a historic aircraft and designing its modern equivalent, gives the possibility to confirm the technical and organizational capabilities of the research and development institutions. On the basis of the above activities, a database of people interested in research and development activities of scientific institutions and their contribution to the reconstruction of historically important products of Polish technical thought will be built.</abstract>

Multidisciplinary Project of Historical Aircraft Virtual Reconstructions as a Way of Popularizing Science

<abstract xmlns="http://www.w3.org/1999/xhtml">The main goal of the article is to indicate the importance of social media in the process of seeking information about universities by potential candidates for studies. To realize the set goal, quantitative research was carried out among a group of high school students, using the auditorium survey technique. The youth questionnaire was collected via the questionnaire for information sources used in the decision-making process about the choice of the future educational path. The conducted research confirmed that social media are one of the most important sources of information about universities, just after personal sources such as family and friends.</abstract>

Social Media as a Source of Information About Universities Among Candidates for Studies

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Marketing of Scientific and Research Organizations

 The main goal of the journal is to present the newest research results and practical solutions that are being implemented by scientific and research organisations amongst which are the leading European scientific institutes, education institutions and technology parks.   The journal brings together the marketing staff of research institutes, higher education institutions and interested parties to enable the further broadening of knowledge and competencies and which enables renowned key players, leading scientists and practitioners in the field of marketing from the whole of Europe to truly join forces.   Articles published in this journal range from marketing theory and practice through the possible uses and scope of marketing in practice in the Polish and international economic sector. It also presents the experiences of Polish and international organizations involved in scientific research.   Based on the decision of the Minister of Science of January 5, 2024, 40 points are awarded to the academic achievement for the scientific articles published in the journal.   Marketing of Scientific and Research Organizations publishes in the Open Access system – free of charge. For authors, publishing in an Open Access journal offers increased citation rates, quicker impact, and wider research collaborations.     Rejection rate:    20%    Main topics:   1. Marketing tools of scientific and research organisations:      E-mail marketing   E-marketing of scientific and research organisations   Marketing strategies in combating the economic crisis   On-line marketing strategies   Education and work fairs as a form of promotion   Trends in marketing studies   Marketing trends and directions of scientific and research organisations   Implementation of new domestic and international strategies   Analytical and research tools in the marketing of scientific and research organisations   Search engine optimisation    2. Social media:      Facebook marketing trends   The Impact of Internet in Public Relations   Legal framework for social media marketing   Social media and SEO   New societies in marketing   Social networks and recommendations of the best communication solutions   Social media – it is not only Facebook   Social media – blogs, forums, chats    3. Marketing communication management:      Research on the effectiveness and efficiency of marketing communication   Building the positive image of scientific and research organisations   The significance of the brand in the operations of a scientific organisation   Strategic management in scientific and research organisations in the Polish economic practice   Product management in research services   Corporate social responsibility (CSR) in theory and practice   B2B marketing   Mobile marketing   Personal marketing as a tool for creating the scientific organisation’s image   Psychology of advertising   Media relations – effective media cooperation   Media trends    4. Selected detailed topics:      Celebrities in advertising of scientific and research institutions   Event marketing   Experiences of a direct marketing agency   Marketing in a scientific library   Sources of funding scientific research   Ethics in marketing   Advantages of cooperation between scientific organisations and enterprises   Employee intellectual capital – the advantage of a competitive institution   Marketing of higher education institutions   Determinants of marketing and the effects of the crisis on a scientific and research organisation   Copyright and intellectual property in marketing and advertising    5. Marketing of new technologies and R&amp;D products:      Marketing mix tools in the implementation of new technologies and R&amp;D products   New technologies in marketing   The use of new technology tools in marketing   Marketing and strategies of start-ups   Commercialization of research results and new technologies   Transfer of knowledge from science and research centres to industry   Technological trends and the use of marketing tools   Management of products / offers portfolio of the research and development institution   TechnoMarketing   New technologies and marketing strategies   MarTech market          Archiving   Sciendo archives the contents of this journal in Portico - digital long-term preservation service of scholarly books, journals and collections.   Plagiarism Policy   The editorial board is participating in a growing community of Similarity Check System's users in order to ensure that the content published is original and trustworthy. Similarity Check is a medium that allows for comprehensive manuscripts screening, aimed to eliminate plagiarism and provide a high standard and quality peer-review process.   This journal is primarily targeted at professionals dealing with the marketing of scientific and research organizations. Its target readers include the staff of research institutes, higher education institutions, academic research centres, and organizations, associations and establishments providing assistance in scientific research, as well as students and all those who are interested in the subjects covered by the research.   The journal not only offers a unique opportunity to become familiar with the current trends, new tools and instruments and strategies in the marketing of scientific and research organisations but is also constitute the ideal professional environment for the fruitful exchange of views and constitute an invaluable networking scenario. 