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Idea uniwersytetu a przedsiębiorczość – tradycyjne i współczesne podejście do kwestii funkcjonowania uniwersytetu na rynku

Author(s): Jarosław Kucharski / Language(s): Polish Issue: 35/2016

CEL NAUKOWY: Celem artykułu jest przedstawienie dyskusji pomiędzy tradycyjnymi ujęciami problemu współpracy między światem nauki i rynkiem a propozycją podejścia współczesnego, opartego na teorii interesariuszy.PROBLEM I METODY BADAWCZE: Głównym problemem tekstu jest napięcie pomiędzy funkcją uniwersytetu jako instytucji stricte naukowej (autotelicznej w odniesieniu do celów naukowych) a funkcją usługową, rozumianą jako komercjalizacja wiedzy oraz dostosowanie programów nauczania do pozanaukowych wymagań (wymogów rynku pracy, preferencji studentów, potrzeb państwa itp.) Metodą zastosowaną w tekście jest filozoficzna analiza argumentów przedstawianych w dyskusji na powyższy temat.PROCES WYWODU: Tekst zaczyna się od streszczenia sporu o komercjalizację wiedzy w starożytnej Grecji oraz omówienia implikacji różnych tradycji związanych z instytucją uniwersytetu. Tradycjonalizm jako główne uzasadnienie pojmowania autonomii uniwersytetu jako wartości samej w sobie zostaje poddany krytyce. Wskazana zostaje także niezgodność koncepcji „nauki dla nauki” z Kantowskim imperatywem kategorycznym. Przedstawiona zostaje koncepcja uwzględniania preferencji interesariuszy w kontekście funkcjonowania uniwersytetu.WYNIKI ANALIZY NAUKOWEJ: Wnioski z przedstawionej analizy wskazują na możliwość konstruktywnej współpracy między uniwersytetami a rynkiem, opartej na koncepcji uwzględniania dążeń interesariuszy.WNIOSKI, INNOWACJE, REKOMENDACJE: Tekst kończy się propozycją zrównoważonego pojmowania uniwersytetu jako instytucji uwzględniającej potrzeby różnych „rynków”, jak i realizującej zadania tworzenia, weryfikacji i popularyzacji wiedzy.

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The Commercialisation of Polish Socialist Heritage – Tourist, Entertainment and Collectable Products and Souvenirs in the Vintage Style

Author(s): Monika Płaziak / Language(s): English Issue: 1/2020

On the Polish market, original and stylised products referring to the era of socialism are becoming popular. These are mainly cultural and entertainment products with both everyday and artistic items being offered and purchased on online auction portals while the production of sentimental memorabilia from the period of the Polish People’s Republic is also being developed. At the same time, the growing interest in Poland as a tourist destination among both domestic and foreign tourists is the reason for the increasing curiosity of its socialist past. Therefore, tourist offers based on relics of that era are increasingly being created on the domestic tourist market, however, the quality of these products and services sometimes raises concerns over the quality of the message that they carry. The main question is whether this is only a simplified message based on stereotypes which give the recipient only a truncated and shallow picture of Poland’s difficult past. This article discusses the main trends and the conditions necessary for the creation of services and products based on relics of socialism in Poland and is based on sources from Polish and foreign literature, both academic and professional, as well as the websites of businesses and institutions creating such market offers.

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Publisher´s Advertising Strategies to Widen and Diversify Readership: the Example of Bohemia

Author(s): Claire Mádlová / Language(s): English Issue: 01/2018

The study brings a formal analysis of the advertisements published in four Prague newspapers at the end of the eighteenth century, two in German and two in Czech. It enables us to understand the way publishers used this medium and targeted new readers. The article then questions the role of the two locally used languages in publishers’ strategies and the boundaries booksellers “imagined” for their readership. In the complex sociocultural configuration of the Habsburg monarchy, they were not yet working within a fixed framework that would place boundaries on their activities or their clientele. Several elements of the advertisements enable us to distinguish different types of publishers. Until at least the 1820s, publishers’ strategies were not always defined by the language of the books they were advertising, but by other discriminatin criteria: the quality of the language used in the book, the readers’ multilingualism, the scale and structure of distribution networks, the publisher’s attitude towards tradition.

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Exploring the Congruence Level of Music and Product Category. A Content Analysis on Global Musical Ads

Author(s): Maria Mustățea,Adriana-Teodora Igrișan / Language(s): English Issue: 46/2023

The race to capture consumers’ attention has rapidly increased in the past years. Besides the importance of the channels, the elements composing an ad are as crucial as ever in promoting compelling messages relevant to the target group. Music is one of the mechanisms through which the interest of consumers can be aroused while enhancing the advertising message and giving it more nuance. There have been several attempts to understand advertising music better, but most of the works focus on individual dimensions. There is a need to understand advertising music choices more coherently and complexly. The present study aims to provide a comprehensive instrument of several items that help understand musical congruency within an ad. The paper provides a content analysis of 95 global musical ads for 2019–2022. The primary product/ service categories are reviewed, and the dimensions used in the analysis present the essential aspects of musical congruency, underlining the importance of original music composed for the ads, the capacity to adapt to various music sources, and giving additional importance to elements such as pitch, dynamics, and tempo. The paper offers a bigger picture of the musical landscape in advertising and interweaves music knowledge and elements with advertising purposes.

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UTICAJ POLITIČKOG MARKETINGA NA STAVOVE O POLITIČKIM PITANJIMA - STUDIJA SLUČAJA STUDENTSKE POPULACIJE UNIVERZITETA U SARAJEVU

Author(s): Nenad Brkić,Semir Halilović / Language(s): Bosnian Issue: 40/2022

Politics as a science and practice has existed for several thousand years, but only with the modern invention of democracy, the political was expanded from the specific to the general market. In a place where democracy is pleading to become the social air of the 20th and 21st centuries, marketing appears as the basic transmitter of intricate political alloys. Using marketing postulates, politics wants to arrive at everyone's, democratic, door, turning into a welcome product that is easy to use. At the epicenter of this symbiotic relationship, the question arises whether politics, through the use of marketing, disavows its own market, that is, whether marketing, in fact, simplifies politics, making it a simple market product. The entire placement of the political product takes place on the market of potential customers (voters), whose educational differences can affect the perception of the political. To what extent the educational census determines the understanding of politics and political issues, delegated through marketing, is the topic of this paper, the focus of which is the student population of the University of Sarajevo. The research was conducted at the first and second cycle of studies at the Faculty of Economics and the Faculty of Political Sciences of the University of Sarajevo, through a questionnaire on five groups of questions through which we performed an empirical check of students attitudes.

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AN APPROACH TO MODELING THE PROBABLE CONSUMERS DEMAND OF FOOD PRODUCTS USING PEARSON DISTRIBUTION SYSTEM AND JOHNSON DISTRIBUTION SYSTEM

Author(s): Julieta MIhaylova / Language(s): English Issue: 3/2023

To meet the random consumers demand the distributors maintain inventory. For optimal inventory control under random demand it is necessary to know the cumulative distribution function (CDF). The practical determination of CDF is related with a number of difficulties. This paper proposes a way to construct a probability distribution function of demand. Data on weekly sales of over 400 types of food products over a period of five years in a small distribution company were analyzed. The ARIMA model was used for primary analysis of the consumption data. Random variables are modeled using Pearson Distribution System and Johnson Distribution System and can be used to determine inventory management strategies.

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КАКВО МОГАТ ДА НАУЧАТ МАРКЕТОЛОЗИТЕ ОТ ФИЛОСОФИТЕ? ФИЛОСОФИЯТА НА ПАЗАРНИТЕ ОТНОШЕНИЯ И МАРКЕТИНГА ОТ ПЛАТОН ДО НАШИ ДНИ

Author(s): Neviana Krasteva,Aleksey Potebnya / Language(s): Bulgarian Issue: 1/2023

One of the age-old aspirations of people is to understand how we think about certain things and experiences and thus to influence or learn from these motivations that can inspire future generations of marketers to use them as “principles” in their next strategic portfolio or marketing innovation. These principles are guided by fear, regret, joy and happiness, or something as simple as FoMo. There are many reasons why we do what we do, and marketers are paid a lot of money to answer exactly that – “why” and “what” we do as consumers, people and trendsetters. The purpose of this article is to clarify what marketers can learn from philosophers, from Plato’s existing knowledge of thinking about market relations and marketing to the subsequent development of concepts of marketing relationships with consumers. The method includes an interdisciplinary review of the literature. To better understand the history leading up to the marketing concept, we first look at the history and evolution of the marketing concept and philosophy, based on Plato’s work based on two of his most influential works, The Republic (also known as The State). “, Written around 375 BC) and” Laws “- from the later works of the philosopher. The main finding is that Plato considers the market system not only useful but also necessary for a prosperous society. Then the marketing concept and philosophy and some misconceptions about it are discussed. This article fills the gap in the literature by looking at the marketing system through a philosophical prism based on an interdisciplinary approach.

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Między powielaniem istniejących wzorów i onimiczną inwencją – w kontekście pragmatyczno-funkcjonalnych zastosowań nazw marketingowych

Author(s): Adam Siwiec / Language(s): Polish Issue: 3/2022

The article is concerned with two contradictory tendencies in naming objects associated with consumption, i.e., in proper names with marketing application. The first tendency is to introduce names coined according to a pattern (a model series) and a variety of semiotic conventions. The other one is to strive for uniqueness, originality and onymic inventiveness. The latter is especially common in names used as messages and marketing slogans. Their advertising function is coupled with the desire to render them more attractive and attention-gripping based on their linguistic shape.

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UNLEASHING THE POWER OF INNOVATION: THE TRANSFORMATIVE ROLE OF SMES IN EU

Author(s): Krasimira S. Valcheva / Language(s): English Issue: 1/2023

This article explores the significant efforts made by the European Union (EU) to support small and medium-sized enterprises (SMEs) through a range of initiatives, policies, and programs, such as Horizon 2020 and COSME. These endeavors have provided dedicated funding and resources to facilitate research, development, and innovation within SMEs. Recognizing the significant role played by SMEs and innovation in driving economic growth, job creation, and competitiveness, the EU has prioritized targeted support and the establishment of an enabling business environment to unlock the full potential of SMEs as engines of innovation. Furthermore, the EU actively assesses SME innovation levels to identify areas of strength, weakness, and improvement. These concerted efforts demonstrate the EU's commitment to cultivating a culture of innovation and providing comprehensive support to SMEs in their entrepreneurial pursuits. Ultimately, these initiatives contribute to the overall innovation landscape in Europe, fostering sustainable growth and prosperity.

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The Impact of Visual Product Communication on Customers’ Irrational Buying Behaviour

Author(s): Alena Kusá,Patrícia Beličková,Dávid Vrtaňa,Anna Križanová / Language(s): English Issue: 2/2023

This paper explores the complex link between visual communication and irrational consumer behaviour, with a particular focus on the context of chocolate advertising for brand communication strategy. In an era characterized by the dominance of digital marketing and communication strategy, the role of visuals in influencing consumer decisions is crucial. In our study, we present the results of a carefully designed experiment that closely examines the impact of visual cues on chocolate packaging. Our findings shed light on the profound influence of visual communication on consumers’ irrational behaviour. Participants exhibited heightened emotional reactions, impulsive tendencies, and a greater propensity to purchase chocolate products when exposed to visually engaging chocolate packaging used by brands in their advertisements and communication strategy. This research highlights the powerful influence of visual stimuli in stimulating emotional responses and guiding consumer decision-making that often bypasses rational considerations. In conclusion, this study highlights the importance of artistic visual content in advertising and packaging and offers valuable insights and practical recommendations for businesses seeking to harness the power of visual cues in influencing consumer behaviour and improving their marketing strategies.

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TARİHİ KENT DOKUSUNUN KORUNMASINDA GRAFİK TASARIMIN ROLÜ

Author(s): Dide Akdağ Satir / Language(s): Turkish Issue: 105/2023

Another important element as important as the formation of historical texture and culture is the protection of the values. Throughout history, communities have used graphic design elements in their designs in the context of the conditions of the period in order to leave traces of their own culture and to ensure the continuity of their visual identity. Today, graphic design problems created by advertising and promotional practices that develop in parallel with the increasing population have been identified. The role of graphic design will be examined in the design applications on the determined sample historical textures. In this context, the responsibilities of the graphic designer, what needs to be done to provide a sensitive visual communication in accordance with the rules on and around the historical textures in the cities, and the ways of implementation within the scope of advertising, advertisement and promotion rules will be examined through the examples identified. For the city, which forms the basis of everything related to human beings, it is aimed to think from a different perspective with solutions to protect the historical texture within the framework of environmental graphic design. It is aimed to raise awareness about the relationship between the city, design perception and historical texture.

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Sosyal Medya Etkileyicilerinin (Influencer) Tüketici Psikolojisindeki Rolü: Z Kuşağı Araştırmaları Üzerine Bir Değerlendirme

Author(s): Selin Köksal Araç / Language(s): Turkish Issue: 28/2023

Generation Z, who was born into a digital world and can use digital environments effectively, is the youngest and potentially largest consumer group, is at the center of attention of marketers and consumer psychology researchers. In addition to having a significant consumption power, it attracts the attention of marketers and researchers because it also has very different characteristics from previous generations in terms of consumption habits. Social media influencers are one of the most important marketing communication and social interaction elements for Generation Z, who grew up with digital, expects instant access to information, and is interested in short video content. For this reason, "social media influencers" have become one of the most attractive topics for recent research examining consumer psychology. This study aims to find out the role of "social media influencers" in Generation Z consumer behavior. For this purpose, the studies in the relevant literature were reviewed and summarized with a model proposal. According to the model presented in the study; "parasocial relationship" with social media influencers, "credibility” of the influencer", "influencer compatibility with the brand", "content value" and "originality" of influencer posts, "engagement rate" are the factors that positively affect the self-brand connection, brand image, purchase intention and brand loyalty. It is thought that the model proposal presented offers a perspective that will inspire interdisciplinary studies in which different fields especially psychology and marketing can be integrated.

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Popularity: A Factor in the Market Positioning of the Artist (Discussion)

Author(s): Ivan Stoyanov / Language(s): English Issue: 2/2023

Popularity is a key variable for the performance of the cultural and creative market. It expresses the relationship between the artistic work and popularity among the real audience, demonstrating whether the artist is recognizable. In turn, when this magnitude is high, it makes the artist preferred and sought after. Popularity becomes important in the economic side of culture and arts. Achieving the desired levels happens by taking a group of measures. Devising a proper strategy depends on having an objective amount of information about popularity.

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FEATURES OF DIGITAL MARKETING DEVELOPMENT IN UKRAINE

Author(s): Yaroslava Larina,Zoya Gorbach / Language(s): English Issue: 1/2023

The article considers digitization processes which have a significant impact on all spheres of economic and social life in recent decades and determine the need to transform marketing tools in a digital direction. The purpose of the article is to define the content and features of digital marketing and systematize its methods, tools and techniques for their effective application in the enterprise activities. The study of scientific assets in the field of digital marketing allowed to classify its features, modern methods and tools, to single out the most effective methods to apply them into enterprises activity and promoting goods to the market. The article defines that modern digital marketing uses five digital channels, and its advantages were given. We have also highlighted several effects that should be expected as new digital technologies are introduced in the field of marketing, including the extension of customer relationships, personalization, and improved quality and service. Digital marketing trends that should be taken into account in 2023-2024 are highlighted.

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ЛІНГВІСТИЧНІ АСПЕКТИ ОПТИМІЗАЦІЇ СОЦІАЛЬНОЇ РЕКЛАМИ ЯК ВИДУ МАСОВОЇ КОМУНІКАЦІЇ

Author(s): Oksana Buhaiova / Language(s): Ukrainian Issue: 3/2023

The purpose of the study is to outline the factors, based on the analysis of Ukrainian-language social advertising texts, the consideration of which will contribute to increasing the impact of social advertising on the audience. The research methodology is based on the use of a functional method, which made it possible to outline the importance of social advertising in ensuring the stable development of civil society; methods of analysis and synthesis – in order to identify the role of speech media in socio-advertising communication; the generalisation method – in order to record the general features of social advertising texts and, based on them, to determine the lexical-semantic and stylistic techniques that exert the influence predicted by the advertiser on the audience. The scientific novelty of the article lies in the fact that it highlights and argues the speech components that affect the effectiveness of social advertising as a tool that allows you to direct the attention of society to important problems and adjust its actions in solving them. Conclusions. Social advertising as an important component of mass communication requires its own approach (different from other types of advertising) to the structuring of texts, which is due to its pragmatic goal – to form public opinion on various issues relevant to society. It is important to form the texts of social advertising in accordance with the linguistic mentality of the recipients, their psycho-emotional experience and expectations. The objects for the pragmatic influence of social advertising texts are primarily the subconscious states of a person, their deep needs, the change of which becomes a driving force for actions – conscious reactions. Reference to the opinion of an authoritative person; tolerant coverage of discussed topics; brevity, capacity, and comprehensibility of the text of the appeal; appropriate use of the lexical-grammatical and stylistic arsenal of the language: parts of speech and their forms, thematically marked, related lexemes, synonyms, antonyms, as well as metaphors, comparisons, repetitions, wordplay – taking into account these aspects when structuring social advertising texts will contribute to the optimisation of this type of mass communication, increasing its effectiveness.

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Digitální prostředí a jeho vliv na kupní rozhodování specifické skupiny zákazníků

Author(s): Aleš Hes,Daniela Šálková,Marta Regnerová / Language(s): Czech Issue: 2/2018

Society digitization is influenced by new information and communication technologies. It is one of the key components of changes in the society. The essential changes in the society it brings can be called revolutionary, as stated by P. Kyselka (2015). Digital technologies, including the Internet, become everyday part of people´s lives in any role, and thus even for a consumer-customer who buys and consumes products to meet their specific needs and to regenerate physical and mental strength. What are the possibilities in the digital environment for customer-consumers with certain medical restrictions to maintain the quality of their lives? Is the use of the Internet in the purchasing decision process for consumers with specific needs determined by certain medical restrictions (gluten-free diet) a benefit? These questions are examined and analyzed in the contribution, including suggestions for improving the current state in the digital environment.

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Miroslav Foret: Marketingové řízení místního rozvoje

Author(s): Marie Hesková / Language(s): Czech Issue: 3-4/2016

Review of: Miroslav Foret: Marketingové řízení místního rozvoje. Ostrava: KEY Publishing, 80 s., ISBN 978-80-7418-266-2.

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Mediální kampaně českých politických stran a jejich vliv na výsledky voleb do Poslanecké sněmovny Parlamentu České republiky v roce 2010

Author(s): Štěpán Strnad / Language(s): Czech Issue: 1/2012

Media are becoming one of the most important actors of the political market nowadays because they are strongly participating on the shape and the results of the election campaigns of political parties. Their power is amplified particularly in connection with the researches of public opinion, influencing the voters’ decisions. The aim of the article is to analyze the results of the elections into the Chamber of Deputies of the Parliament of the Czech Republic in 2010 from the point of view of publicizing the political parties during the election campaign and its further impact on the election results.

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The Power of Strategy in Advertising. A Brief Theoretical Approach

Author(s): Mădălina Moraru / Language(s): English Issue: 47/2023

This study aims to theoretically emphasize the role of account planning in advertising. The main purpose is to persuade young professionals and students interested in the advertising field that a campaign should be perceived as an algorithm, where products, consumers’ desires, sales, or even the creative ideas are not the sole relevant aspects of success. Conversely, understanding consumers’ mentality, feelings, motivation, fears, and reasons for rejecting a brand is the crucial key for discovering the most effective way to build a loyal relationship with them. The paper explains the main concepts that guide every account planner to the right insight, such as brand awareness, brand capital, brand identity, brand associations, media strategy, positioning, and brand loyalty. Additionally, some concepts have been adapted to the Romanian local market to provide a clear understanding or, at the very least, motivation for the strategy. Why is account planning so relevant in the market, especially considering that agencies operate both globally and locally? There is a singular answer motivating the topic of this study, namely the instability of consumers influenced by such factors as technology, market evolution, unexpected desires, social development, and even professional updates.

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Building a Fashion Influencer Image on Instagram

Author(s): Dilyana Molerova / Language(s): English Issue: 1/2024

This article examines the shift from analogue to digital transmission of information, the metaphor of virtual community, and the everyday life of social networks. It also studies the construction of virtual identity taking place under the influence of the influencer system on the Internet. Viewing fashion as a process of constant production and reproduction of the social, of imitation as a means of social adaptation, the text examines the transformation of fashion into a primarily digital representation through influencer marketing. The analogue and digital evolution of codes is distinct, and the need of media and digital literacy are a growing challenge for modern society. This work will provide a clearer delineation of the fluid nature of identity and social belonging as well-articulated behaviors.This article examines the shift from analogue to digital transmission of information; the metaphor of virtual community, and the everyday life of social networks. It also studies the construction of virtual identity taking place under the influence of the influencer system on the Internet. Viewing fashion as a process of constant production and reproduction of the social, of imitation as a means of social adaptation, the text examines the transformation of fashion into a primarily digital representation through influencer marketing. The analogue and digital evolution of codes is distinct, and the need of media and digital literacy are a growing challenge for modern society. This work will provide a clearer delineation of the fluid nature of identity and social belonging as well-articulated behaviors.

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