The role of higher education institutions in shaping the intellectual capital in light of marketing innovation

• Main Author: Lidia Białoń
• Format: Article
• Language: English
• Published: The Institute of Aviation 2013-09-01
• Series: Marketing of Scientific and Research Organisations
• Subjects: 5I’s marketing; A-to-F model; curriculum; innovation; innovation marketing; intellectual capital
• Online Access: http://minib.pl/en/the-role-of-higher-education-institutions-in-shaping-the-intellectual-capital-in-light-of-marketing-innovation/

The systemic approach implied by marketing innovation requires professional shaping of the intellectual capital. Innovation marketing shall fulfill its role on the basis of 5 i’s principle. Fulfillment of those tasks requires specialists, thoroughly trained in marketing, management and in the theoretical foundations for innovative activity. The higher education institutions are responsible for preparing such specialists. The fundamental problems lie both in constructing adequate curricula and in training the instructors for using them in class. On the one hand, such program should derive from the logic of the processes of innovation; on the other it should draw from the rules of marketing and management. The necessary level and structure of the intellectual capital demands precise adaptation of such programs to consolidated actions within marketing innovation.