Science Marketing: Research of the Use of Marketing Communications Tools in the Higher Education Environment

Article aims to evaluate the use of marketing tools to promote science and research at universities' websites in four geographic regions - Europe, Asia, Africa and USA. This paper describes how the universities present the results of science and research towards students, businesses and professionals. Part of the research is also focused on the universities' promotion. The authors used the method of collecting primary data from the websites of universities together with a questionnaire survey. The survey was conducted during January - April 2013. The prerequisite of this paper is that the presentation of universities in the science and research field is insufficient. The diversity between different continents is expected. On the other hand, we can assume that the presentation of universities will take place mainly on social networks, which are one of the major channels of communication towards potential students. The authors assume that there is no two-way flow of information between businesses and universities.