In June, 2020 the students and professors of the University had the opportunity to attend a number of workshops on the scientific marketing. The studies were held within the German Academic Exchange Service (DAAD) project “German-Ukrainian Transfer University Partnership” (GUTT.UP). The project is conducted by the Julius-Maximilian University of Würzburg along with the Kyiv Academic University and the Ivan Franko University of Lviv.
“In spite of the fact that we live in the world where knowledge rules the progress, some scientists, universities or research organizations find it difficult to successfully present and popularize its scientific activity. Their technological designs and development due to the inability to communicate ideas are not supported by the society. To fill in this gap our partners from the German higher educational establishments have decided to organize a range of workshops called “Creating impact with science marketing” – explains Marinanna Kokhan, the coordinator of the project “The partnership on technology transfer between the universities of Germany and Ukraine” at the Ivan Franko University of Lviv.
The brief course on the scientific marketing presupposed three workshops, all conducted by a qualified business coach and the master of scientific marketing Rebecca Steinman. “A lot of people seem to be convinced that the exact science and applied marketing – are the notions from the totally different spheres. In fact, that is not true. Marketing embraces planning, coordination and control over all spheres of activity, which in its turn is targeted at the contemporary and future markets by establishing a strong relationship with customers. Marketing is impossible without consistent thinking, analysis of the environment, correct perception and studying the behavior of the target groups. It can never do without science” – adds Rebecca Steinman.
The first webinar on “The Concepts of Communication” was conducted on June, 15, where Rebecca Steinman was discussing the fundamentals of the scientific marketing and penetrated into the types of communication, used for the implementation of the research projects. Particular attention was drawn to the importance of building a proper strategy of how to develop and create an individual style to distinguish yourself and attract the interest of the market.
Rebecca Steinman in particular explained the notion of the SWOT-analysis and the reason why it should be done. “We have to learn how to determine the most up-to-date factors of our object of communication, its weaknesses and advantages, aims and obstacles. Otherwise, it will be impossible to implement the project successfully” – explained Rebecca Steinman.
The second webinar “The Marketing Instruments and Services in Social Media”. The students had the chance to learn about digital literacy, different types of social media, analyze the process of information research and familiarized themselves with development strategies of the projects on social networks. The main attention was drawn to the importance of formulating the message a marketing specialist is going to bring to the audience, determining the directions and types of influence.
The last lecture dedicated to the development a long-term strategy and to the search of funding was held on June, 30. Rebecca explained how to conduct the analysis of the stakeholders, what social spheres to turn to for financial support and how to attract media to the promotion of their developments.
All in all, the students had the opportunity to acquire not only theoretical knowledge (such as history of development of the science marketing or the means of conducting certain research), but also to study the real cases and understand what instruments are needed to communicate with the audience, customers and potential investors to make the new projects competitive players on the wide market.
More than 100 participants joined the workshops, among them more than 50 are students and professors of the Ivan Franko University of Lviv. According to the organizers, the participants of the workshops will receive their certificates of accomplishment and participation in the workshops conducted by the Julius-Maximilian University of Würzburg.
Photo by Yarina Pryshlyak