Features of the Organization and Evaluation of the Marketing Support Effectiveness of Universities Scientific and Innovative Activities
The article is devoted to the peculiarities of the organization and evaluation of the effectiveness of marketing support of scientific and innovative activities of universities. The classification of types of marketing that can contribute to the promotion of high-tech, high-tech products and technologies to prospective markets is analyzed. Using the I. Ansoff matrix, the strategy of promoting high-tech, high-tech products and technologies in the real sector of the economy is analyzed. The concept of creating an association at the state level to consolidate scientific projects and sources of their funding is proposed. The prospect of creating a specialized marketing structure within the university to solve the problems of promoting high-tech, high-tech products and technologies in the real sector of the economy is considered. The performance indicators of the marketing activities of these services are analyzed.