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Master Thesis

A study on the impact of Digital Marketing on Knowledge Valorisation from Publicly Funded Research Institutions to Industry : the role and current status of Digital Marketing in the context of Horizon 2020 funded initiatives in supporting the knowledge valorisation and how to improve its impact for the upcoming Horizon Europe initiatives

Abstract : This internship report entitled A study on the impact of Digital Marketing on Knowledge Valorisation from Publicly Funded Research Institutions to Industry in compliance for the program M2 Business Administration-Applied Corporate Management at IAE Grenoble is a study not solely focused in the aspect of business management in general but in particular will also look through the aspect of international political institutions and more importantly the aspect of publicly funded research institutes with regard to the role of research and innovation for the overall betterment of society by contributing to the growth of economy and providing jobs opportunities for the population. The scope of the internship report covers the period of Horizon 2020 framework from 2014 to 2020 and of the next EU framework on research and innovation which is the Horizon Europe framework from 2021 to 2028 with the regard to their activities with the industry. The industries concerned under the European projects that will be discussed in this study are the following: Agriculture & Food, Consumer Products and Health & Medtech. Among the many projects that were created under the Horizon 2020 framework program, projects that will be focused upon on this report are NFFA and EARIV primarily on their Digital Marketing activities which was the student’s main focus of internship. The Purpose of this study is as follows: The first purpose of this study is to explain what is the Knowledge Valorisation as a process. Afterwards, the role and impact of Digital Marketing Activities to the Knowledge Valorisation process of European projects under the Horizon 2020 framework programme of the European Union will be discussed by looking through and comparing the website and social media management of selected projects in detail. Lastly, this study aims to come up with recommendations for other possible digital marketing strategies for the next framework programme, Horizon Europe, based on the current status of Digital Marketing platforms used by the European projects discussed on this study and on upcoming trends in the digital world. It is always worthy of time and effort for the Publicly funded Research Institutes to look for alternative and/or new social media platforms which they think will work best on the projects that they handle or even to the general interest of their institute. The Digital world being a very fast paced environment has always something new to offer in the market. As we will see later on this study, there is a general direction from the European Commission on how European research and innovation projects should manage their Digital marketing activities particularly on the Social Media management and choosing which digital communication would be best for their project but since following the whole EU guide is not obligatory and each projects have different purpose and interest there is no single result and it varies from case to case.
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Master Thesis
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Submitted on : Tuesday, November 26, 2019 - 8:15:21 AM
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Lara Titan. A study on the impact of Digital Marketing on Knowledge Valorisation from Publicly Funded Research Institutions to Industry : the role and current status of Digital Marketing in the context of Horizon 2020 funded initiatives in supporting the knowledge valorisation and how to improve its impact for the upcoming Horizon Europe initiatives. Business administration. 2019. ⟨dumas-02379978⟩

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