Marketing research in the activity of a scientific organization

Abstract

The main activity of a scientific organization is to conduct research and obtain new knowledge. The next area of work is to bring to the target audience up-to-date information about the topics of ongoing research and the achieved scientific results. The purpose of this work is to describe the operational marketing concepts and approaches that are in force in the scientific community, and the possible application of modern and promising working marketing tools in the activities of scientific organizations, as well as other objects to which their marketing efforts are directed. For researchers, unlike representatives of commercial organizations, marketing of relationships with representatives of the target audience is close. Therefore, informal interaction between scientists and potential consumers of the results of their research can become a starting point for the transfer and distribution of scientific products free of charge, on the basis of mutual interest, or on a reimbursable basis. Operational theory is used as a methodological tool in the study, the following concepts are introduced: the goals of implementing the marketing concept, the target audience, the object, the toolkit and the societal environment of the concept. It is shown that when implementing the marketing activities of a scientific organization, a combination of four types of considered marketing concepts can be used, in which the objects of application of marketing efforts can be: a scientific organization, a personal brand of a scientist, a branch of science, the results of fundamental or applied scientific research. Basic research may require long-term funding. It is formulated that in some cases it may be appropriate to form a special unit for the organization of applied marketing activities at universities, as well as at academic institutions.