The marketing of research and development at the University

Abstract

Innovation is the main microeconomic motive for economic development. In the course of innovation, research plays an important role at several stages. Almost 75\% of the research units belongs to higher education; therefore the extent to which the R and D activity at the university can reach the business sphere and to improve its competitiveness is very important. For successful performance on the market it is necessary to develop a suitable business philosophy and organise activities according to this `guideline´ in the case of knowledge production, too. In the R and D at the university, asserting the marketing philosophy and acquiring the skills of marketing management is the right way to improve considerably the competitiveness of innovations at the university and increase economic returns. In this article the current R and D marketing approach of TUB is discussed and a possible marketing mix is also presented.