SPECIAL SECTION DECEMBER 2024

Monographic issue led by Francisco Javier Caro González and Carlos J. Rodríguez Rad from the Faculty of Economics and Business Administration at the University of Seville.

Marketing for Science

The relationship between science and society has become increasingly complex and crucial. As science progresses and its impact on our lives becomes more evident, the need for effective communication and adequate public understanding becomes fundamental. Science Marketing emerges as an interdisciplinary field addressing this need, on one hand by collecting, analyzing, and interpreting market information to apply marketing strategies and techniques to promote science, improve its accessibility, and foster greater participation and interaction with it, while also increasing the accountability of research institutions.

This challenges the traditional notion that science is solely the domain of experts. In a world where scientific information is abundantly available but not always comprehensible to the general public, marketing plays a crucial role in simplifying complex concepts, making information accessible and relevant, and encouraging engagement in scientific discourse.

Additionally, scientific and academic institutions face the challenge of positioning and differentiating themselves in an increasingly competitive market. Marketing for Science enables these institutions to develop effective branding strategies, communicate their purpose and values clearly and persuasively, and establish meaningful connections with key audiences, including students, sponsors, media, and the general public.

By utilizing marketing techniques, campaigns can be designed to raise awareness about the benefits of science and technology, dispel fears or misunderstandings, and motivate people to actively engage in the scientific process.

Likewise, the requirements for university faculty accreditation are incorporating criteria of open science and "popularity": number of citations, media references, social media presence... leading to increased commitment to scientific dissemination. Marketing for Science thus becomes a fundamental component for university professors seeking to meet these demands, as it allows them to develop effective strategies to communicate their research, interact with colleagues and students, and promote a broader and deeper understanding of science among the general public.

However, Marketing for Science is not without ethical challenges and responsibilities. Manipulation of scientific information for commercial, personal, or political purposes, exaggeration of results, or omission of relevant information can erode public trust in science and have negative consequences for society as a whole. Therefore, it is essential for Science Marketing to be based on solid ethical principles and to commit to transparency, integrity, and corporate social responsibility.

Proposed Topics:

• Strategies for scientific communication in traditional and digital media.
• Branding and positioning of researchers, scientific, and academic institutions.
• Marketing for scientific events and conferences.
• Use of social networks in scientific dissemination.
• Marketing strategies to promote the adoption of scientific technologies.
• Marketing for scientific education and promotion of scientific literacy.
• Impact of marketing on public perception of science and technology.
• Marketing to build reputation in institutions and among researchers.
• Ethics in marketing for science and corporate social responsibility.
• Market research in science.
• Study of consumer behavior in the field of science.
• Artificial intelligence in the service of marketing for science.
• The science customer experience.

DEADLINE FOR SUBMISSION: October 15, 2024

*The journal accepts articles on miscellaneous topics in its open section.