The  main  aim  of  the  paper  is  to  analyze  possibilities  being  offerred  by  marketing  for  better communication  between  science  nad  society.  The  case  of  Poland  is  here  a  background  for considerations. 

As known, a good communication between science and society is profitable for both sides. A  level of   public understanding of science (PUS) is the most important symptom of the science-society communication.

The paper starts with a general picture (table) of the science sector in Poland which consists of three sub-sectors:
1)  Higher education institutions (HEIs),
2)  Polish Academy of Sciences’ research institutes, and
3)  Industrial R&D centres.
Also, main dissimilarities of the Polish science sector are shown in comparison with Western ‘standards’.

In Poland, unfortunately, the hitherto communication between science and society has been and still is unsatisfying. A low level of PUS is a proof of it. Numerous symptoms of the poor state of affairs can be identified. In this situation, some initiatives have recently been undertaken to improve a science awareness in the Polish society.

The paper presents Polish experiences in dissemination, popularization and promotion of science among youth, polititians, businessmen etc. Especially, interesting activities of The Polish Academy of Sciences’ Centre for Science Dissemination are shown and analyzed. The paper contains an evaluation of those initiatives. In my opinion, they were necessary and proper but their scale seems too narrow. 

One of tools which may help to improve communication between science and society in Poland, and in general, is a marketing communication. Generally speaking, science needs a good marketing always and everywhere. Communication between the science sector and industry is of crucial importance. Information technology, especially Internet, may be very helpful here.

A classical concept in marketing is an idea of marketing-mix containing so-called 4Ps: product, price, placement and promotion. Here the last component is of our interest.

Nowadays, we speak   rather about a communication as an element of   modern marketing-mix. Of course, not a name is here important but a nature of this tool of the science communication with society. That will be explained in the paper.

Such instruments of a marketing communication as advertising, public relations and sponsoring plus the essence of marketing research are analyzed in the context of science-society co-operation.  





 



 

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PCST Network

Public Communication of Science and Technology

 

Marketing communication as a tool of better communication bwtween science and society

Andrzej H Jasinski   University of Bialystok

The  main  aim  of  the  paper  is  to  analyze  possibilities  being  offerred  by  marketing  for  better communication  between  science  nad  society.  The  case  of  Poland  is  here  a  background  for considerations. 

As known, a good communication between science and society is profitable for both sides. A  level of   public understanding of science (PUS) is the most important symptom of the science-society communication.

The paper starts with a general picture (table) of the science sector in Poland which consists of three sub-sectors:
1)  Higher education institutions (HEIs),
2)  Polish Academy of Sciences’ research institutes, and
3)  Industrial R&D centres.
Also, main dissimilarities of the Polish science sector are shown in comparison with Western ‘standards’.

In Poland, unfortunately, the hitherto communication between science and society has been and still is unsatisfying. A low level of PUS is a proof of it. Numerous symptoms of the poor state of affairs can be identified. In this situation, some initiatives have recently been undertaken to improve a science awareness in the Polish society.

The paper presents Polish experiences in dissemination, popularization and promotion of science among youth, polititians, businessmen etc. Especially, interesting activities of The Polish Academy of Sciences’ Centre for Science Dissemination are shown and analyzed. The paper contains an evaluation of those initiatives. In my opinion, they were necessary and proper but their scale seems too narrow. 

One of tools which may help to improve communication between science and society in Poland, and in general, is a marketing communication. Generally speaking, science needs a good marketing always and everywhere. Communication between the science sector and industry is of crucial importance. Information technology, especially Internet, may be very helpful here.

A classical concept in marketing is an idea of marketing-mix containing so-called 4Ps: product, price, placement and promotion. Here the last component is of our interest.

Nowadays, we speak   rather about a communication as an element of   modern marketing-mix. Of course, not a name is here important but a nature of this tool of the science communication with society. That will be explained in the paper.

Such instruments of a marketing communication as advertising, public relations and sponsoring plus the essence of marketing research are analyzed in the context of science-society co-operation.  





 



 

A copy of the full paper has not yet been submitted.

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