The Role of University Marketing in Shaping Innovation Awareness

Abstract

Interest in the subject of this article arose in connection with searching for the causes of this innovativeness of the Polish economy compared to other EU countries. It was also accompanied by the desire to find possible solutions to this situation, discovering various methods of increasing the level of innovativeness in Poland.

Keywords

• innovativeness
• awareness of innovation
• higher education establishment innovative activity management
• internal marketing and relationship marketing