110 participants from 7 countries attended this year’s conference dedicated to marketing of scientific and research organizations, which was held at the Institute of Aviation from 19th to 20th November 2015. Representatives of research institutions and universities had a unique opportunity to become familiar with the current trends in science marketing, as well as to have a fruitful exchange of views and establish an invaluable networking scenario.
New to this year’s conference was the lecture by prof. William Bradley Zehner II – a key speaker from the St. Edward’s University in the United States, who gave a presentation on the high tech marketing topic. The paper was met with considerable interest of forum participants.
Six plenary sessions – chaired by prominent professors and academic lecturers, members of Forum Program Council – were held during the two-day conference.
The first day of the conference was aimed at universities, as scientific and research organizations, and communication strategies in this type of organizations. Both sessions were chaired by Professor Bogdan Sojkin from the University of Economics in Poznan (Poland), a Chairman of the Forum Program Council. Participants could learn more about the challenges for marketers of scientific and research organizations, support structures of commercialization process (technological parks, business incubators, technology transfer offices and network forms of cooperation), the role of marketing in raising awareness of innovation, and also about what is brand alliance for marketing research organizations, how to effectively communicate with the media and why employer branding is important in building a successful marketing communication by research institutions.
The second day was marked by three sessions. Papers raised issues of B2B marketing in scientific organizations, new methods and tools of marketing of scientific and research organizations, role of consumers and sales in scientific and research organizations and a practical application of marketing communication (case study). Session chairs were: professor Durdana Ozretic-Dosen (University of Zagreb, Croatia), professor Zygmunt Waśkowski (Poznań University of Economics, Poland), professor George J. Avlonitis (Athens University of Economics & Business, Greece) and Dariusz Tworzydło, PhD (University of Wroclaw, Poland).
The forum was an opportunity not only to broaden expertise knowledge, but also to develop competences in marketing.
The participants took part in parallel workshops that covered such topics as: image creation of scientist, storytelling in marketing of science, the Internet and scientific communication and commercialization of research results. The workshops were conducted by experienced practitioners and specialists in science marketing.
Conference participants also took part in the vote for the most interesting scientific poster of the twenty specially prepared for the poster session. The greatest recognition was won by posters prepared by students of the Warsaw University of Technology and the International Institute of Molecular and Cell Biology in Warsaw. The creators of the winning posters received from the organizers sets of scientific journals “Marketing of Scientific and Research Organizations”. All others – Institute’s mascots.
Next year’s forum will be held in celebration of the 90th anniversary of the Institute of Aviation. The honorary patronage under all events, including the 7th European Forum for Marketing of Scientific and Research Organizations, held the President of the Republic of Poland, Andrzej Duda.
We invite all participants to join the next edition of the conference.
Official website: www.ilot.edu.pl/minib