Marketing Self-Diagnostic Tool for Smes - Assumptions of the Project*

By Werynski, Piotr | Journal of Positive Management, January 1, 2013 | Go to article overview

Marketing Self-Diagnostic Tool for Smes - Assumptions of the Project*


Werynski, Piotr, Journal of Positive Management


1. Introduction

The problem of constructing the adequate and widely available instruments (procedures, methods and tools) for diagnosing the marketing needs in micro, small and medium-sized enterprises has been omitted until now, there are no instruments elaborated for them. The main idea and significance of the proposed project is the postulate to implement the widely available tool supporting the auto-diagnosis of the real needs from the field of innovation in marketing and marketing innovations for the current and future personnel in the sector of SME. In order to implement this idea in practice, it is necessary to find and elaborate such solutions so that it would provide the benefits in the form of collaboration between the sector of enterprises and universities. The introduction a multi- national feature into project will allow to create a more objective, inter-cultural image of the real possibilities of collaboration and will indicate the real needs of both parties of the partnership.

2. Scientific objective

The combination of the target groups (universities and sector of SME) - in the aspect of the hereby project - is connected with the effect of complementarities and only thanks to the effect it will be possible to achieve the main objective of the proposed undertaking which is: the development and adjustment of qualifications and skills concerning innovation in marketing and marketing innovation for the scientific personnel of the chosen universities and the representatives of the chosen enterprises from the sector of SME in Poland and Slovakia.

The main objective will be realized in the way of completing the three basic detailed objectives:

* competences increase among the scientific and didactic personnel on teaching about the innovation in marketing and marketing innovation through the creation of the teaching programme and syllabuses and their popularization as the consequence of delegating, scientific exchange and knowledge transfer,

* adjusting the teaching programme of universities being the part of consortium for the needs of economy/market in terms of innovation in marketing and marketing innovation in the SME sector,

* knowledge and skills increase among the representatives of SME sector on marketing of innovative industrial goods and services through adjusting and next, implementing the auto-diagnostic tool on the Polish and Slovakian market (on the basis of diagnosing the project duration for the real needs of enterprises from SME sector).

Moreover, the objectives of scientific and technological character should be taken into account. The scientific objective comes to the educational-didactic level. It may be achieved thanks to the transfer of knowledge, experiences, solutions and skills among the consortium members: two universities of a different profile: technical university and humanistic university but they possess the faculties of management and four enterprises from the SME sector (in IT industry). At the same time it should be noticed that both universities and enterprises will be represented by two different countries from EU: Poland and Slovakia.

In turn, the technological objective will consist in the development and improvement of the electronic tool (online) for auto-diagnosing the real needs concerning the marketing of innovation and marketing innovation in the SME sector. The tool that is already possessed by the Silesian University of Technology (SUT) has been elaborated in frames of the project co-financed from the EU sources (European Social Fund, Operational Programme 'Human Resources Development') will constitute the basis for further research-scientific works (diagnosis and testing) in the international context. The tool was prepared by the scientific employees of the Department of Applied Social Sciences, Faculty of Organisation and Management at SUT and positively approved by the external Experts Council (scientists and practitioners representing other universities and institutions) as well as by employees of the Marshall Office of Silesian Region supervising the project. …

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